Adobe has announced the launch of its ‘I Am the New Creative’ social campaign that honors the new age creative professional and their unique contribution to the arts across the Asia Pacific region. The campaign stems from the premise that the evolution of technology has supported the rise of a 
new genre of artists. Art directors are becoming animators. Print designers are becoming web designers. Illustrators are now photographers who also edit and shoot film. Adobe’s campaign celebrates this by encouraging creative professionals to merge their mediums and use their personal portraits to design ‘new creative’ versions of themselves.
The campaign will recognize exceptional artists from across the region and feature them across Adobe’s social properties in the following months. Additionally they will share their experiences, their passions, inspirations and challenges at events, webinars across the region.
Commenting on the campaign Umang Bedi, Managing Director, South Asia, Adobe Systems said, “Asia Pacific has traditionally always been a rich creative region. The confluence of the east and west and the deep local traditions and artistic expression that is intrinsic to our culture resonates across the globe. Today, artists from India are continuing to break new boundaries.
‘I Am The New Creative’ campaign is one way for us at Adobe to recognize the amazing work being done by these creative professionals. We often get to see an artists’ work but very rarely do they personally come forward into the limelight. This campaign infuses the artist and his or her art and turns the spotlight on the ‘new creative’ in them.”
Adobe Creative Cloud has removed barriers to creative expression. Designers today are building websites without writing a single line of code, photographers are moving into film making and coders are exploring the nuances of creating beautiful design. People have the ability to express themselves in any discipline without any boundaries.
Global artists featured in the campaign globally include Joshua Davis, Dylan Roscover, Anita Fontaine, Jeremy Fish and Alejandro Chavetta.
Umang said that creative professionals in India are encouraged to join the campaign and become New Creatives by submitting their work through Behance. Submissions and selections to the program will be curated by the Adobe team.