THE biz pro PROBLEM
Everyone uses PDFs. Almost no one thinks about how.
Adobe Acrobat is the backbone of modern business documents, but even the professionals living in them every day barely know it by name. And Acrobat's AI features? Pretty much a mystery to the same crowd.
The Solution
So we spent a year making sure they couldn't miss it. A steady stream of performance media that put Acrobat in front of the right people, told a better story about what it does, and got them genuinely excited about AI capabilities they didn't even know were there.
Biz Pros are
To make the ads feel real, we made the documents real. We built out a library of use-case specific demo documents, so audiences weren't just seeing Acrobat, they were seeing their version of Acrobat. Contracts for legal teams. Invoices for finance. Onboarding packets for HR. The logic was simple: the more familiar the document, the harder the ad is to ignore
FEBRUARY 2025–PRESENT
Who Did What
Dentsu Creative x Adobe
Amanda Vigdor, Senior Art Director, Business Unit Lead
Conor Metz, Savina Mendonca, Dwight Balutain, Designers
Ruby Hong, Guilherme Alves, Jeff Hayes, Motion Designers
Gerard Smith, Chelsey Adiletta, Bee Fergusen, Copywriters
Additional creative leadership: Frankmy Olivo, Kaitlin Brady, Lauren Gindoff, Allison Navon, Frank Lipari
Sizzle Produced by Brand New School