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Adobe “The Hovering Art Director” 2017

Adobe “The Hovering Art Director” (2017) is an Adobe commercial directed by Sebastian Hedin for McGarryBowen, produced by Hobby Film. It won one award: Epica 2017 Silver Humour in Advertising.

An art director's absurd suggestions for a stock photo shoot are met with deadpan humor by his colleague, highlighting the ease of finding diverse images with Adobe Stock.

Video: Adobe Creative Cloud on YouTube

Frames

  1. Two men in an office, one with curly hair and glasses, the other with a beard and a Hawaiian shirt, are talking to each other while other people work in the background.© Adobe0:00
  2. Adobe “The Hovering Art Director”, shot 1© Adobe0:02
  3. Adobe “The Hovering Art Director”, shot 1© Adobe0:04
  4. Adobe “The Hovering Art Director”, shot 1© Adobe0:07
  5. Adobe “The Hovering Art Director”, shot 1© Adobe0:09
  6. Adobe “The Hovering Art Director”, shot 1© Adobe0:11
  7. Adobe “The Hovering Art Director”, shot 1© Adobe0:14

Stills © Adobe. Made by McGarryBowen, Hobby Film and Sebastian Hedin.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Exaggerated, unhelpful art direction for stock photos, easily solved by Adobe Stock.

Tagline: “Make it with Adobe Stock.”

exaggerated characteroffice humordeadpan humorproblem-solutionmeta-commentary

The cut

Length
28 s
One take
19 s in a single shot

What creatives use Adobe “The Hovering Art Director” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Adobe “The Hovering Art Director”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two men in an office, one with curly hair and glasses, the other with a beard and a Hawaiian shirt, are talking to each other while other people work in the background.© AdobeAdobe “The Hovering Art Director”, 0:02© AdobeAdobe “The Hovering Art Director”, 0:04© AdobeAdobe “The Hovering Art Director”, 0:07© Adobe
    Frames from Adobe “The Hovering Art Director”

  2. 02How a one-take commercial is built

    19 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    Two men in an office, one with curly hair and glasses, the other with a beard and a Hawaiian shirt, are talking to each other while other people work in the background.© AdobeAdobe “The Hovering Art Director”, 0:02© AdobeAdobe “The Hovering Art Director”, 0:04© AdobeAdobe “The Hovering Art Director”, 0:07© AdobeAdobe “The Hovering Art Director”, 0:09© AdobeAdobe “The Hovering Art Director”, 0:11© Adobe
    Length: 28 s · One take: 19 s in a single shot

  3. 03Ad ideas: every spot built on a exaggerated character

    Before you present an idea, you need to know who has done it, and how.

    Adobe “The Hovering Art Director” is built on a exaggerated character. Search the library by idea to see every spot that uses it.

    Aldi “Like Brands”© AldiVH1 “Redneck”© VH1Diet Dr. Pepper “Birthday”© Diet Dr. PepperBud Light “Mr. Way Too Much Cologne Wearer”© Bud Light
    Aldi · VH1 · Diet Dr. Pepper · Bud Light

More from McGarryBowen

  • Honda "Stepping" (2016) commercial still© HondaHonda “Stepping” 2016Dir. Kim Gehrig · McGarryBowenBritish Arrows Bronze 2016
  • Reese's Take 5 "Rock" (2020) commercial still© Reese's Take 5Reese's Take 5 “Rock” 2020Dir. Harold Einstein · McGarryBowen
  • Honda CR-V "Endless Road" (2015) commercial still© Honda CR-VHonda CR-V “Endless Road” 2015Dir. Chris Palmer · McGarryBowen

Award-winning tech commercials

Questions

Who directed the Adobe “The Hovering Art Director” commercial?

Sebastian Hedin directed it, produced by Hobby Film, for the agency McGarryBowen.

Which agency made Adobe “The Hovering Art Director”?

McGarryBowen created it for Adobe (2017).

What awards did Adobe “The Hovering Art Director” win?

1 awards, including Epica 2017 Silver Humour in Advertising.

What is the tagline of Adobe “The Hovering Art Director”?

“Make it with Adobe Stock.”

Sources for the credits and awards

winners.epica-awards.com