Adobe: Acrobat Vernacular

Role: Copywriter, Associate Creative Director I was on the first team to create business-specific campaigns for Adobe Acrobat, which for years had played second fiddle to its creative brethren. Emphasizing wit and wordplay, our campaigns aimed to capture the imagination of IT managers, engineers and editors as effectively as Photoshop’s image-rich campaigns inspired artists and designers. Vernacular is one of my all-time favorite projects.