Adobe debuted its new “Made to Create” brand platform at the Adobe MAX 2026 conference, featuring a promotional spot designed to highlight the intersection of human intuition and generative technology.
The campaign, developed with the agency 72andSunny and directed by Santiago Carrasquilla of the studio ART CAMP, centers on the message “You Were Made to Create.”
The production features more than 30 artists and creative talents from 18 countries, including contributions from Adobe employees. Notable figures appearing in the campaign include illustrator Space Dawg, director Tanu Muiño, and digital artist Malik Afegbua. The spot utilizes a mix of illustration, animation, and film to demonstrate how different creative sensibilities can interpret the concept of creation. According to company disclosures, the team used Adobe Firefly for ideation and storyboarding, while Frame.io served as the central hub for video assets and team revisions.
This integration of tools allowed the team to move from initial filming to the final edit in less than one month. The campaign serves as a strategic response to ongoing discussions among creative professionals regarding the role of artificial intelligence in production. While AI tools have increased the accessibility of content creation, Adobe’s messaging emphasizes that the core value remains in the user’s taste, decision-making, and individual perspective.
The company said that the campaign aims to help users give form to their imagination by focusing on the human element that remains central to the creative process. Following the initial launch, the “Made to Create” campaign will expand its reach during the NFL Thanksgiving 2026 broadcasts. This expansion includes scheduled spots across traditional television and various streaming platforms.
Related reading
