Not Another Pizza Party
The Ask:
Create an engaging, non-salesy experience that excites existing Acrobat users about Acrobat Studio’s new features — including Adobe Express integration and AI tools. The goal is to spark curiosity, build connection, and lay the groundwork for future upgrade conversations.
Role
Complete concept creation
Design
Copy
Client
Adobe
Project Type
Direct Mailer
Concept:
A Caprese Martini kit that celebrates the arrival of a new kind of teammate.
Smarter. Fresher. Worth raising a glass to.
Acrobat Studio is not just an update. It is the new hire who changes the team dynamic, so this campaign celebrated it with something better than the usual breakroom pizza.
Key Message
For 30 years, Acrobat was the dependable staffer in the background. Now, with Acrobat Studio, he’s been promoted — bringing AI, Express integration, and smarter workflows to the table.
Positioning
This isn’t another stale “welcome pizza party.” Acrobat Studio is the new hire who upgrades the whole team dynamic. By turning static files into living insights, he helps HR, Legal, Sales, and Procurement leaders work faster, smarter, and more collaboratively.
Audience Highlighted Benefit
You’re not just getting new features; you’re getting a teammate who actually pulls weight. With Acrobat Studio, everyday tasks become less manual, more insightful, and a lot easier to share across teams.
Emotional Hook
This new hire actually brings something new to the table -- they deserve more than a stale pizza party to celebrate.
Story
Acrobat Studio just got promoted — and that deserves more than cold slices in the break room. The Caprese Martini is our anti–pizza party toast: fresh, surprising, and smarter in every way, just like Acrobat Studio.