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6 CREATIVES. 7 DAYS. 1 CAMPAIGN.

By Dan Cowles and Megan Dale

The Adobe + FEED Make It Challenge is a unique seven-day competition where three creative teams developed and pitched concepts for the FEED Holiday campaign. One team was ultimately selected to produce their winning concept — all while our cameras were rolling to capture the creative journey.

To learn more about FEED, shop for holiday goods, and give meals to children globally, visit feedprojects.com.

The challenge will be presented in seven consecutive daily episodes. Note: Videos include colorful language. 

Background on Adobe + FEED Make It Challenge    

DAY 1: THE BRIEF
(Length: 17:07)
Watch this episode

Read Michael Ventura's blog post

DAY 2: HEADS DOWN
(Length: 13:16)
Watch this episode

Read Michael Ventura's blog post

 

DAY 3: THE PITCH
(Length: 27:56)
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Read Lauren Bush Lauren's blog post
Read Michael Ventura's blog post
Review pitches on Behance: Team 1    Team 2    Team 3

DAY 5: RESET
(Length: 14:25)
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Read John Caponi's blog post

DAY 6: THE REVIEW
(Length: 22:43)
Watch this episode

Read John Caponi's blog post

PLAYERS

CREATIVE TEAMS
TEAM 1

Michael Simon, Art Director
Michael Paul Simon (the man with three first names) is a freelance Art Director committed to creating “visual positioning statements” – imaginative work that only one brand can own. He has been helping create large to small scale campaigns for some the world’s top advertising agencies, with the belief that good work can always get better. When taking a break from creative problem solving, Michael can be found fly fishing, rock climbing or honing his photography skills of people rock climbing and fly fishing.

Cynthia Maller, Copywriter
I never wear my own shoes. In fact, my closet is filled with boots, clogs, pumps, flip flops, Uggs, loafers, running shoes, baby booties, mules, ballet slippers, even a pair of SCUBA fins, all that belong to other people. Men and women. See, what makes me so good at what I do is that I never walk in my own shoes. I walk in the customer's shoes. Every day. I'm a highly collaborative, hands-on Creative Director and Copywriter with experience in all aspects of branding, advertising, experiential and social marketing and user experience.

TEAM 2

Alejandro Chavetta, Art Director
Alejandro Chavetta is a San Francisco-based Designer who recently joined Astro Studios as a Creative Director.  After leaving his post as Dwell's Creative Director, Alejandro worked as a designer and consultant for companies such as PayPal, eBay and Shyp.  Alejandro spends some of his spare time making paper collages in his garage/studio. His personal work has been exhibited in galleries in the US and Europe. 

Matt Walker, Copywriter
Agency creative for the past 15 years. He knows this: Listening intently, pushing for true understanding, uncovers meaningful insights. The work has to be authentic, honest, and emotionally resonant. Matt is a Partner/Creative Director at WHITE64. He strives to do great work with great people. He's won some awards. And he loves making people laugh. He loves laughing, too. Loudly.

TEAM 3

Kelly Niland, Art Director
Kelly is a San Francisco-based Creative Director of design and advertising. She brings together people and ideas to build, manage, and extend brands, whether it’s creating an identity system, an ad campaign, an app, a viral video, or maybe even something that doesn’t yet exist.    

David Kennedy, Copywriter
David Lewis Kennedy is a freelance Creative Director and Writer with 15-years experience, currently living in Brooklyn.  He’s produced award-winning work at leading creative agencies in North American including TBWA\Chiat\Day/NY, TAXI/Toronto andBBDO/NY. David will now stop talking in the third person.


PRODUCTION TEAM

Gustavo Lopez, Photographer/Videographer, Gus & Lo
Gustavo studied Photography and Fine Arts. His career began as a Still Photographer in feature films. From there, he became Photographer & Film Director. Gustavo López & Lorena Parra, working name "Gus & Lo", are a creative team who work together on a collaborative basis.

Lorena Parra, Producer, Gus & Lo
Lorena has a solid academic background in Business & Management and Photography. She has been involved in the fashion industry working for designers such as Karl Lagerfeld and Bruno Pieters. Later on, she became an Executive Producer.  

Kanan Shah, Graphic Designer
Mumbai to Manhattan... and it has been seven years in this fascinating city that Kanan now calls ‘home’. In these past seven years she has graduated, fallen in love, won awards, failed, found a spiritual master, had a broken heart, met some amazing people and failed some more (not all in the same order). It is these experiences that Kanan takes with her in front of a blank paper or a computer screen. This makes her the designer/artist that she is today.

MENTOR

Michael Ventura, Creative Director
The “phantom Creative Director" for the Make It Challenge. By day Michael is the Founder and CEO of Sub Rosa. Based in New York, he spends most of his days making up ideas and finding ways to bring them to life.


JUDGES

Lauren Bush Lauren, Founder & CEO, FEED Projects
Lauren founded FEED in 2007 with the simple idea of creating products that would engage people in the fight against hunger in a tangible way. Every one of FEED’s products has a number stamped on it that signifies the amount of meals or micronutrient packets provided with its purchase. Eight years later, FEED has built a movement connecting our customers to the cause, one bag at a time.

Jean Batthany, Executive Creative Director, DDB Chicago
A native New Yorker, Jean is currently an Executive Creative Director at DDB Chicago where she leads the creative charge on Kohler and the American Cancer Society. Jean was one of Business Insider’s 30 Most Creative Women in Advertising of 2015 as well as Advertising Working Mothers of the Year 2015 by AWNY and Working Mother Magazine. An advocate for changing the ratio of men to women in creative leadership roles, she sits on the Better by Half Board, a gender balance initiative from DDB North America and is a member of the Art Director Club’s 50/50 initiative. 

Jamie Beck, Photographer/Blogger, Ann Street Studio
Having been a photographer her entire life, Jamie was on a very traditional path for the career. Growing up in Texas she discovered photography around age 13 and took the fantasies in her head to the camera. Dressing up friends in evening gowns in the pastures of Texas are the roots of her vision. Glamour, beauty, fantasy is what Jamie sees when she looks around the world and taking pictures brings it to life. 

Ariel Foxman, Editor in Chief, InStyle Magazine
Ariel Foxman is editorial director of leading fashion media brands InStyle and StyleWatch. Named to the post in 2015, he is responsible for editorial content and strategy across all platforms. He continues to serve as Editor in Chief of InStyle, a role he assumed in 2008, becoming the first man to helm the title. Foxman oversees the core magazine, 17 international editions, all digital properties and brand extensions.

 

Joel Guillian, Director of Advertising, Adobe
Joel spent the first 14 years of his advertising career in agency life, both at TM Advertising in Dallas and at Goodby, Silverstein and Partners in San Francisco. He recently moved "client-side" as the Director of Advertising and Production for Adobe. Outside of work, Joel loves exploring the ever-changing ins-and-outs of San Francisco.

 

SUPPORTING CAST, FEED & Adobe

Jenny Johns, Vice President of Marketing, FEED
As FEED’s marketing lead, Jenny crafted the brief to the creative teams–framing the challenge and sharing insights on FEED’s target audience for the holiday campaign concept. 

Tascha Rudder, Vice President of Business Development, FEED
Tascha led the charge on the partnership with Adobe for the Make It Challenge and was instrumental in making this vision a reality from early planning to onsite hands-on collaboration, and yes, she was the one to persuade a lovely passerby to join the shoot.

Lindsey Swedick, Manager of Community and Content, FEED
Leading up community engagement for FEED, Lindsey showed her genuine passion and commitment by recruiting three of her friends to participate in the photo shoot on a Saturday afternoon to support the campaign. 

John Caponi, Creative Director, Adobe
John was a creative sounding board for the teams from concept development to shoot to final production.  Plus, John was the “go to” for any questions during the challenge related to Creative Cloud.

Dan Cowles, Creative Director – Video, Adobe
The guy behind our rolling cameras making sure that not a moment of the challenge over the seven days was missed. And when the camera guys had to take a break, Dan switched hats and consulted with the team on campaign production.

Megan Dale, Principal Marketing Manager, Adobe
Acting as executive producer, Megan managed the big stuff down to the nitty gritty details to bring this Adobe pilot program to life.  Once the challenge began, she took on role of caretaker for creative team and FEED to make it the best experience possible.

Karen Do, Senior Social Media Manager, Adobe
As Adobe's in- house social media guru, Karen was tweeting, posting and Periscoping sneak peeks throughout the challenge.  Plus, Karen offered her knowledge on social media strategy to the teams as a consultant.