THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Adobe x kvell: “Wait, you made that with Adobe?” Series

Entered in Branded Series

Objective

Adobe challenged us to inspire the creative community with a social series showcasing the versatility of Adobe tools in a way that feels as creative as what the brand has to offer. In other words: Not. Another. Tutorial. Please.

Strategy

Our concept was simple, yet powerful: Show Adobe tools doing things no one would expect. For example, everyone knows you can customize fonts in Illustrator, but who’s ever tried to make a font out of actual pretzels? Of course Illustrator is useful for interior designers, but what if we used it to design custom miniature benches? 

With each entry in this series, we aimed to elicit the same head-scratching response from the creative community: “Wait, you made *that* with Adobe?”

In order to truly understand creatives – who they are, what they like and what drives them – we had to observe them in their natural habitat. First, we built a big glass enclosure and filled it with Macs and iPhones preloaded with the full suite of Adobe products. Then, we placed our creatives in the enclosure and began to observe.

Research complete, our strategy was built around a key insight: Creatives are drawn to the unexpected. But like anyone, they need inspiration, too. Our series was thus designed to inspire creatives to think differently about how they use Adobe tools.

To showcase out-of-the-box uses of Adobe tools, we of course had to partner with out-of-the-box creatives. That’s how we ended up with @emmaorhun making a pretzel font, @bridgetmccartyminis making miniature benches and @giulihartz designing temporary tattoos.

By balancing entertainment with practical takeaways, the series invited viewers to explore Adobe’s tools in ways they hadn’t considered before. The content wasn’t just visually stunning – it was crafted to empower creatives to experiment with the tools themselves, encouraging them to push boundaries and rethink what Adobe can do.

The design ethos was unmistakably Adobe: creative, vibrant, and innovative. But the execution ensured the content lived where creatives already are – scrolling, saving, and sharing ideas on social.

 

Results

Believe it or not, every single person who viewed one of these videos audibly gasped, “Wait, they made this with Adobe?” 

Additionally, these videos received a combined total of 41 million views and 600K engagements across TikTok and Instagram. Quantitative data – so neat, right? The qualitative data is pretty neat, too. Some of our favorite comments on these videos include, but aren’t limited to: “omg wait love this idea!! didn’t know i could turn sketches into drawings like this on illustrator 😮🫶🏾”, “Wait wait wait I CAN MAKE TEMP TATTOOS AT HOME WITH ADOBE?????? 😲😲😲” and “Now this is super creative 🔥🔥🔥”.

Media

Entrant Company / Organization Name

kvell collective, Adobe Design

Links

Entry Credits