Outcast x Adobe: Photo featuring Billie Eilish and an animated BILLIE graphic from our #BILLIExADOBE campaign

Adobe wanted to launch a campaign by sparking engagement and driving brand awareness of Adobe Creative Cloud. Focused on their mission of Creativity For All, we partnered with Billie Eilish, and the release of her album, "When We All Fall Asleep Where Do We Go?" to reach and inspire young creators.

  • Design
  • Digital Experience Design + Development
  • Content + Digital Strategy
  • Brand Experience

Informed by way Billie’s fans interact with her on social media, we developed a creative challenge around the concept of dreams — building on the style of content her fans organically create online. The BILLIExADOBE Challenge tasked creators with reimagining art Billie had created herself, using the Adobe Creative Cloud tools.

The campaign was supported by organic social content, paid media, and a contest hub landing page — while we managed the full contestant, judging, and winner experiences.