Women’s FA Cup Final

Women’s FA Cup Final x Adobe Express

Client: Adobe

My role: Creative director across campaign concept, TV production, OOH and full 360 activation.

The brief: Develop an inspirational campaign for Adobe's sponsorship of the Women's FA Cup Final at Wembley Stadium. The campaign needed to champion Adobe Express as a versatile, accessible design tool for everyone, not just designers, while connecting meaningfully with the cultural moment of women's football and the growth it has seen in recent years.

What we made: The insight at the heart of the campaign was that women's football is where it is today because of the passion, effort and creativity of everyone involved, the fans, the communities, the people who showed up before it was mainstream. We built the campaign around that idea, celebrating the fans as the real stars of the show while connecting Adobe Express to the broader message that whatever your vision or goal, the tools to make it real are now within reach.

The campaign featured England football star and Adobe brand ambassador Alessia Russo, and ran across TV, all digital channels and a full Wembley Stadium takeover, dressing the entire arena, the walkway leading up to the ground and a complete takeover of Wembley tube station. One of the most expansive 360 campaign executions the Adobe account had seen.

Results: Adobe Express saw a 138% increase in exports year on year following the campaign, alongside a 26% increase in monthly active users year on year, equivalent to 20,000 new users.