Core Idea:
Adobe AMA is an in-person forum designed like a live advice thread—where women can ask the questions they’re usually too afraid to say out loud, and finally get real answers IRL.

An in-person forum designed like a live advice thread.
A space where women can finally ask the questions they are usually too afraid to put into words, and get real answers IRL.

Key Message:
This is where the question you were afraid to ask finally gets answered, and where the threads between us are woven tightly.

Positioning:
Adobe AMA centers the real, unfiltered conversations women in tech are already having, just not usually in the open.

Audience Highlighted Benefit:
These threads don’t just hold your questions—they weave a network of insight, honesty, and women who get it.

Emotional Hook:
The questions we’re afraid to ask are the ones that reveal what ties us together, and when we follow those threads, we become more tightly woven.

The Story:
Women in IT carry the weight of expectation, leadership, and responsibility, often times alone, even though many are having the same issues. Adobe AMA brought leaders together around a shared table, where silence became conversation and conversation became connection.

Attendees could write their questions down and placed them anonymously under different "threads."
The more threads revealed, the stronger the fabric between everyone became.