Advertising students collaborate with Adobe, UITS
Screen shows Adobe campaigns. Screen shows interview with Julie Johnston, interim associate vice president, UITS Learning Technologies, IU.
Johnston: Adobe has been a long-term partner with Indiana University.
And along the way, we’ve always looked for new and important and unique ways that we can bring these tools to our students.
Screen shows interview with Kevin Bryant, strategic customer success manager, Education Sector, Adobe, Inc.
Bryant: As of November 2020, Indiana University is a Creative Campus Pro Campus.
Screen shows logos of schools working with Adobe.
Bryant: What that did is that added Adobe Stock to the contract for all faculty, staff and students.
Screen shows classroom instruction.
Screen shows interview with Bill Schwab, professor of practice, Media School, IU.
Schwab: I was looking for a project that was needed and interesting and compelling that my students could dive into. So, voila, there we are. The wonderful Adobe Stock project came to be.
Screen shows Media School commons with an Adobe Stock presentation on the big screen.
Student: Good afternoon, welcome to our final presentation on how to be exceptional with Adobe Stock at Indiana University.
Screen shows a student group presenting in a classroom.
Bryant: I think Indiana is probably the most innovative school that we do work with.
Screen shows Adobe Stock campaign.
Bryant: They’re always trying to get faculty and students involved.
Screen shows interview with Schwab.
Schwab: There’s a bit more of an added incentive when they feel like they have people on the other end who are actually looking at their work,
Screen shows a classroom Zoom meeting.
Schwab: evaluating their work, getting new responses. That goes beyond the classroom.
Screen shows Schwab interview.
Schwab: I love to see how excited they are about this.
Screen shows interview with Elliana Levi, a senior Media Advertising major at IU.
Levi: We thought that the best way to advertise to other students would be to focus on how Adobe, specifically Adobe Stock, makes you exceptional and helps you figure out how you can stand out.
Screen shows Adobe campaigns from the students.
Screen shows interview with Anthony Gosling, a senior Media Advertising major at IU.
Gosling: We took an approach where we try to find like a key insight as to what do all these students relate to.
Screen shows animated Instagram stories.
Gosling: This one goes from an image being pixelated into a beautiful Adobe Stock image at full resolution. And I think that’s definitely pushed our campaign forward. Then the next one, we took the concept of “A picture’s worth a thousand words.” So we have a long description, transitions to the actual picture of the ocean. We were completely blown away at the student work.
Bryant: That the TikTok videos and social media ads, billboards, artwork, the signage, what they were able to do with Stock was incredible.
Screen shows mockups of Adobe campaigns.
Screen shows Johnston einterview.
Johnston: What astounded me about this partnership with The Media School their students was the creative, unique ways that the students provided us with how to build a campaign for students.
Screen shows Adobe campaigns.
Johnston: That campaign was so creative and so different and unique. And it extended our thoughts beyond what we normally do for promotion of, of any type of campaign.
Screen shows classroom work.
Schwab: But what I really like the students to take away from this is, is a sense of, of, that they’ve had an authentic experience. They’ve got some sense of what it actually feels like to be an advertising professional versus a professional college student.
Screen shows Gosling interview.
Gosling: This was probably the first time that in an advertising class at least for me that that we’ve had a lot of direction from the client. It’s nice to have some guidelines. And it’s nice to make a client happy.
Screen shows Levi interview.
Levi: You don’t really know what the advertising industry is going to be like when you actually walk into it. So having this real experience, getting to work with Adobe and really having this team where you make this great campaign has given me the chance to see what it’s going to be like in my future.
Screen shows classroom group work.
Screen shows various Adobe campaigns.
Bryant: It’s just been incredible, the work that the students have done. They’re showing so much just innovation. And it’s, it’s, I can’t wait to see what we create in the future.
Screen shows Johnston interview.
Johnston: They were able to participate and get feedback from the leading professionals in the field on a variety of topics around social media, marketing. And, and they actually were able to take that feedback and make their projects even stronger.
Screen shows Zoom meeting.
Johnston: That’s the type of real-world connections we want to create for our students at Indiana University.
Screen shows students presenting in the Franklin Hall Commons.
Screen shows Schwab interview.
Schwab: That’s what I hope that they feel like they achieved in this course. That they are ready. That they realize what, that they realize that they have acquired some skills. And they have a sense of what they have ahead of them. And they feel like they have the confidence now to achieve that, those next set of goals.
Two teams of students in professor of practice William Schwab’s Advertising Portfolio Workshop II class competed for a major client — Adobe and IU’s University Information Technology Services. While Adobe executives originally planned to choose just one campaign to execute, both teams won them over. Look out for the campaigns on all IU campuses this fall.
Read more about the project, and check out the two campaigns: “Be Exceptional” and “Get It Together.”