Adobe’s performance creative work is designed to scale—meeting audiences everywhere with campaigns that inspire creativity and deliver results.

I lead the creative for some of Adobe’s most iconic products, including Photoshop, Acrobat, Express, and Creative Cloud, collaborating with their studio team to define ideas and establish the visual direction.

Together, we adapt and expand those campaigns across platforms and regions, ensuring bold concepts translate into measurable impact.

For Photoshop on mobile, our team drives app store optimization by designing seasonal artwork created entirely within the app.

These designs are expanded into a suite of static and animated assets that live across digital touchpoints throughout the year.

To further showcase its capabilities, we produce elevated how-to videos that highlight the full creative power of Photoshop on mobile—demonstrating it’s just as robust as the desktop version.

For Adobe Creative Cloud’s Creator Series, we partnered with Pakistani-American designer Ramisha Sattar—best known for her work with pop star Chappell Roan—to highlight the creative possibilities unlocked by moving seamlessly across Adobe’s suite of tools.

Drawing on her “seriously unserious” world of marionette self-portraits and pop-up book stages, we transformed her print files into digital and animated assets.

The result was a full-funnel campaign that brought her process to life across touchpoints, inspiring creators to explore the full breadth of Creative Cloud.

Made by you. Made with Photoshop. This creator-led campaign showcases the power of the all-new Photoshop mobile app.

By partnering with a diverse group of artists, we highlighted their original work through a suite of digital and social assets that demonstrated how easy it is to start creating on the go.

The full-funnel campaign not only celebrated their creativity, but also inspired audiences with step-by-step how-tos that revealed the app’s intuitive features and endless possibilities.

Oversaw creative direction for Adobe Express’s lifecycle email program, developing culture-driven, feature-focused campaigns that drove product adoption across owned channels.

Translated emerging trends into scalable content systems that showcased new tools, inspired creator use cases, and accelerated user movement through the engagement funnel.

Partnered across product and marketing to align messaging with feature launches, optimizing for retention, activation, and ongoing platform usage.

Led creative direction and execution for Adobe Photoshop demand progression campaigns, partnering with artists to develop performance-driven assets that highlighted core product features in real-world workflows.

Built culturally relevant, creator-led narratives to position Photoshop as the tool of choice for next-gen creative pros, aligning messaging to mid-funnel engagement and consideration goals.

Worked hands-on as an art director to translate product capabilities into high-impact visuals optimized for paid and digital channels, driving feature awareness and user progression.