Hidden Treasures of Creativity

Hidden Treasures of Creativity, Golin / Adobe
Eighty years after Munch painted four versions of the iconic 'The Scream', Adobe's Hidden Treasures of Creativity encouraged audiences to create their own 'fifth Scream' using recreated Photoshop brushes. Seven of Munch's brushes were digitally replicated for Photoshop with 360° photography and 3D imaging. We then recruited eight artists as influencers to create their own interpretations of 'The Scream' using the new brushes, to inspire a new generation of artists to create their own masterpieces. Our global integrated comms strategy drove participation and awareness through PR, social and motion content that led to 1bn overall impressions and 40k brush downloads.