The Masters

The Masters x Adobe Acrobat Studio

Client: Adobe & Sky Sports

My role: Creative Director across concept development, shoot and post production.

The brief: Create a sponsorship ident package for Adobe Acrobat Studio around Sky Sports' coverage of The Masters. The goal was to communicate Acrobat Studio's evolved AI-powered toolset, including its AI assistant feature and PDF workspace, without resorting to product demonstration or feature-led messaging. The creative needed to feel native to the world of golf while building a genuine emotional and entertaining connection to the product.

What we made: Rather than show what Acrobat Studio does, we personified what it feels like to use it. The concept centred on a caddie, calm, dependable and slightly surreal, who served as a living metaphor for the AI assistant our hero character was interacting with. The caddie appeared alongside him on the course and in his day to day working life, helping him get better insights, stay organised and improve his performance across both worlds.

The twist was that only our hero could see him as a caddie. To everyone else, it simply looked like someone carrying an iPad around everywhere.

Across the ident series we built a subtle, understated bromance between the two characters through cinematic storytelling and restrained comedy. The tone was warm and human throughout, deliberately avoiding any stereotypical AI messaging.

The result positioned Acrobat Studio not as a utility but as a quietly brilliant partner that helps people master their game, whatever game they happen to be playing.