Work Like A Boss

Originally called the Portable Document Format, to most of the working world the PDF means a boring, utilitarian, finite and inflexible thing. It must be printed, signed, scanned or faxed separately, then sent to a bunch of people with many different opinions on separate email threads. A huge pain in the ass. Our task was to make PDF’s cool again, or at least change perception about what a modern PDF can be. With the new Adobe Acrobat Document Cloud, the PDF is now an editable, commentable, sharable and electronically signable, living, breathing document. Less of a pain and more of an amazing tool for bad-ass office workers to earn their blackbelt in office judo so they can tackle any task, anywhere on any device with confidence.  

For global use across digital and social channels in multiple languages

Client: Adobe
Role: Concept, Creative Direction
Agency: 72andSunny

Directed by Jimmy Marble
Animations by HECHO Studios
Photography by Stephanie Gonot
 

All Kinds of Bosses 

Adobe has specific archetypes for their audience segments with the right products and services for their industry. We tapped into each persona and brought them to life to show off their full boss potential in glorious portait and still life form. We created a buffet of combinations of devices and props to telegraph each audience segment.