Make It Real, Keep It Human

Adobe’s creator-first stance and this week’s personalization + AI ad shifts.

Author

Javier García
October 27, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Adobe – “Make It Real” (2025 Global Brand Campaign)

Adobe’s “Make It Real” celebrates human creativity in the age of generative AI. The ad opens with surreal, AI-like visuals—floating cities, impossible creatures, abstract shapes—before a hand hits undo and reveals the real artist behind the screen. The message: “AI can imagine. You make it real.”

Key marketing lessons
• Reclaim creativity from technology: Instead of competing with AI tools, Adobe reframes them as collaborators—positioning the human creator as the ultimate author.
• Contrast illusion and authenticity: Showing how easy it is to create the unreal highlights the value of craftsmanship and real emotion.
• Elevate your audience, not your product: Adobe doesn’t show software interfaces; it celebrates the artists who use them—turning users into heroes.
• Use tension as narrative: By starting with the problem (AI saturation), the campaign earns the payoff (human creativity) more powerfully.
• Link product truth to cultural truth: Adobe’s tools do help make ideas real—so the message feels authentic, not just clever.

Takeaway:
Adobe reminds marketers that in a world obsessed with automation, authenticity is the new innovation. When you give credit back to your users, your brand becomes more than a tool—it becomes a movement.

Make it Real

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Weekly Tip

Clarity Starts With Structure

Good structure makes any message easier to follow and harder to forget.

• Open with a clear promise or question
• Support it with two or three concise points
• Close with one strong takeaway or action

When your ideas flow logically, your audience stays with you to the end.

Weekly Challenge

Follower Feedback Loop

This week, involve your audience in shaping your content:

• Post a Story or poll asking what topics they’d love to see next
• Collect the most common responses and pick one to create a post about
• Mention that it came from follower feedback when you share it
• Note engagement differences between audience-suggested and regular content

When people help build your content, they’re far more likely to engage with it.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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