A 60-second ode at the 92nd Academy Awards
On 6 February 2020, Adobe announces Creativity for All, a 60-second mixed-media film airing during the 92nd Academy Awards ceremony on 9 February 2020. The spot is set to Gene Wilder's recording of "Pure Imagination" and features icons of the digital era including Shepard Fairey and Malala Yousafzai. The closing production credit list runs to more than 1,000 names, recognising every artist who contributed imagery to the piece.
The film signals a positioning shift the company introduces under the Creativity for All banner: an argument that creativity is universal rather than the preserve of a few, and a frame for Adobe's broader portfolio of design, video, document and creative AI tools.
"Creativity is the great enabler, and it's within all of us. Creativity has the power to influence politics, culture, and social norms, so it's critical that we hear from a broader, more diverse set of voices, especially the next generation of creators." — Ann Lewnes, Executive Vice President and Chief Marketing Officer, Adobe
From advertising moment to programme
Alongside the spot, Adobe announces a partnership with Teach For America to bring creative training, workshops and tools into classrooms, with a stated 2020 target of 15,000 teachers and 500,000 students. From 6 to 11 February 2020, Adobe pledges five US dollars to the programme for each public mention of the hashtag #CreativityForAll, capped at a 500,000 US dollar contribution. The film and the donation initiative together reframe the Academy Awards moment as an extension of Adobe's mission since 1982.
Source: Ads of Brands Youtube
