. Transmissions .

2A Brands Adobe Max / Creates Adobe Toys Transmissions

Thursday, November 20, 2008 Posted 12:17 AM

For this year's Adobe Max conference, Adobe had a new vision: bring together 3 interactive design studios and have them collaborate on a landscape-themed web & print campaign that would ultimately become the center of the branding for this years event in downtown San Francisco.

Adobe enlisted 2Advanced Studios, Big Spaceship, and Blitz to create a series of landscape environments (ranging from the jungle [2A], to the arctic [BSS], to the desert [Blitz]), and develop an engaging interactive experience that could not only be leveraged for the web, but also for an extensive print campaign that would extend from t-shirts, to massive building-size banners, to 14'x48' freeway billboards.

The project, lasting 4 weeks, consisted of several conference calls between Adobe and the 3 studios as the landscapes were fine-tuned and ultimately approved to go live on max.adobe.com. (To activate the experience, click outside the content border once the background scene loads).

2Advanced created the jungle scene using traditional matte painting techniques, as well as high resolution landscape renderings from Vue xStream, 3D foliage, and something Adobe had not planned on...an array of characters representing the Adobe product line.

Beyond the basic environmental artwork designed for the conference, 2Advanced Studios' Chief Creative Officer Eric Jordan decided that the concept needed to be taken to the next level, and designed a series of figures to inhabit the landscape. As soon as the concepts were presented to Adobe, word spread like wildfire within the company and it wasn't long before a deal was signed to make the loveable characters into actual vinyl toy figurines. Several thousand 3 inch "Max the Explorer" and "Flash Builder-Chimps" arrived on the scene at Adobe Max 2008 at the Moscone Center in San Francisco...making their debut in miniature boxes decorated in the 2Advanced jungle environment. A future line of Flex Air-Bots and the Photoshop Cave-Painters is set to debut later this year, as well as a vinyl version of the Adobe Air Blimp. In addition, 2advanced Studios has been commissioned to create an entire set of Adobe figures to represent the full Adobe product line. The Adobe characters will be available for sale on the Adobe web store shortly. For more information, email: characters@adobe.com.

Have a look at the entire conference branding effort by 2Advanced:

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