ADOBE / MICRO-DOCUMENTARY

ADOBE / MICRO-DOCUMENTARY

Adobe Youth Voice

Adobe Youth Voice

Adobe Youth Voice

Adobe Youth Voice

Becoming the powerful voice in the room

Becoming the powerful voice
in the room

CHALLENGE

How could Adobe continue to inspire young adults to address social issues and provide tools for storytelling that creates change?

How could Adobe continue to inspire young adults to address social issues and provide tools for storytelling that creates change?

How could Adobe continue to inspire young adults to address social issues and provide tools for storytelling that creates change?

Adobe wanted to raise awareness of Adobe Youth Voices (AYV). An Adobe Foundation’s signature program designed to get young adults involved in their communities through the production of original media projects — a process that fosters self-expression, collaboration, persistence, and critical thinking as well as their passion to make a difference.


They turned to Magnet to help launch their new initiative within the program.

Adobe wanted to raise awareness of Adobe Youth Voices (AYV). An Adobe Foundation’s signature program designed to get young adults involved in their communities through the production of original media projects — a process that fosters self-expression, collaboration, persistence, and critical thinking as well as their passion to make a difference.


They turned to Magnet to help launch their new initiative within the program.

Founded in 1994, Silicon Valley Bank’s Wine Division offers financial services and strategic advice to premium vineyards and wineries. With one of the largest banking teams in the country dedicated to the wine industry, SVB provides unique customized financing solutions and tailored advice for managing and accelerating growth for its premium wine clients. 


The bank wanted to ensure that both new and established wineries viewed them as the experts in wine industry finance, and turned to SVB first for their banking needs.

STRATEGY

Magnet Media would work with young adults and educators that were part of the AYV program and highlight their purposeful art through a series of micro-documentary films. Among the films, we wanted to feature two Adobe Youth Voices Award winners. Rebecca Dharmapalan’s art and work, which exposes the harsh reality of Commercially Sexually Exploited Children (CSEC) in her hometown of Oakland, CA. We also unfolded the story of Brandon Charlton, whose top prize-winning documentary focuses on the all-too-chronic issue of bullying in schools.

RESULT

This video series today is still a cornerstone of the Adobe Youth Voices program and used to highlight the outcomes that can happen when Adobe partners with the next generation of storytellers. Along with the launch being picked up and featured on various media sites such as Mashable, they continue to inspire young adults to use their art to take action.    

Upon the launch, Dharmapalan’s documentary, International Boulevard, was featured on Mashable, introduced by the video we produced for Adobe. It received thousands of views within days and just as many social shares.

Lee Hirsch, director of the documentary, Bully, featured Brandon as Upstander of the Week on The Bully Project Facebook page and linked to our video featuring his story and work. Within hours, the post was shared through the community, earning more than 25,000 views, 1,450 likes, 450 shares, and 80 comments right away.

Internally, the reception to the approach has been acknowledged and embraced throughout the company. Employees are downloading the videos to use at town halls, employee meetings, new hire orientations, customer presentations, career fairs, and board meetings.

linda-mcnair

“The team at Magnet Media brought Adobe’s social purpose to life, and the results go beyond views and shares. The way people feel and react when they view these videos is what it’s all about. Employees express their pride to work here. Everyone wants to take action. They ask how they can help further the cause. We can’t help but believe these sentiments are also felt by our customers, partners, and the public.”

“The team at Magnet Media brought Adobe’s social purpose to life, and the results go beyond views and shares. The way people feel and react when they view these videos is what it’s all about. Employees express their pride to work here. Everyone wants to take action. They ask how they can help further the cause. We can’t help but believe these sentiments are also felt by our customers, partners, and the public.”

Linda McNair, Communications Lead, Adobe

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