Acrobat

by Adobe

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Commissioned by 72&Sunny, we set out to showcase the new Adobe Acrobat through a smooth, intuitive workflow that helps people do their best work.

We positioned the Acrobat interface as both the focal point and the driving force of the story, while rhythmic audio chants bring energy and flow. Visual inputs unfold into final layouts, with key moments linking sound and image to highlight the transformation from input to expressive outcome.

Role

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Animation Direction - Design - Animation

Created @psyop @hyperculture

Selected Frames
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Design Exploration
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A range of animation approaches and visual aesthetics were explored to define the tempo, mood, and overall look and feel of the pitch. Early tests focused on rhythm, transitions, and motion styles to see how each direction shifted the energy of the story. These frames represent select moments from that initial exploration.

Credits
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Client:
Adobe

Directed at:
Psyop

Producer: Jeffrey Bybee, Cloie Mason

Directors: Hyperculture (Floris Vos and Peter Van De Riet)

Lead Animator: Luis Roca
Assistant Producer: Otto Fallson Ree

Designer: HyperCulture, Riccardo Agostinelli, Clint Chang, Florian Cornut, Yelim Lee, Renegades of Phong

3D Designer: Guido Lanari, Javier Tommasi

Lead Technical Director: Clint Chang

2D Supervisor: Clint Chang

2D Animator: Francisco Castro, Lauren Detling, Lena Huang, James Kim, Luis Roca, Juan Pablo Sciaccaluga