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Adobe Acrobat Pro

An end-to-end integrated paid media campaign for Adobe Acrobat Pro across Australia, New Zealand, South East Asia and Hong Kong, with the goal to drive demand, consideration and conversion amongst the target audience.


Adobe Acrobat Pro engaged us to develop an overarching creative idea and campaign messaging framework for an end-to-end, full funnel acquisition campaign. We were required to produce the suite of core creative campaign assets - including ad unit copy, video assets, key visuals, campaign lockup, static images, as well as HTML display ads and a number of creative designs for High Impact Display ads.

With the final assets being created for multiple regions, we ensured the casting of talent was inclusive and representative of all locations, as well as re-editing any deliverables to ensure they were best optimised for each region and platform.

Shooting during the NSW lockdown added some extra layers to the pre-production planning, but we successfully produced a COVID-safe shoot across 2 days, 4 locations, with 7 talent and a full crew. Then, working remotely while having to produce over 100 deliverables in a 2.5 week timeframe, was definitely challenging at times, but the whole Sure Studios team were on board and contributed to a highly successful and strong campaign that the client was incredibly happy with.

Client: Adobe (via Genero)
Creative Director + Director: Jack Toohey
Producer: Ebony Morrison
Account Director / Copy Writer: Kirsten Muller
Director of Photography: Jack Single
1st AD: Arun Surendran
1st AC: Sam Bratby
Production Assistant: Aislin Adams-Ward
Motion Graphics: Kath Thomas
Gaffer: Alan Fraser
Original Score: Olympia Henshaw
HMUA: Hayley Wilson
Colourist: Julien Chichignoud