JULIETTE SPIRSON
CREATIVE DIRECTION
Award-winning copywriter, thought leader, and creative strategist.
Most recently an Associate Creative Director at the Adobe Creative Studio, where I worked on apps like Premiere Pro, AfterEffects, and Acrobat as well as helped to launch and brand the AI-powered, social-forward Adobe Express. My Adobe work has won a Gold from the Effie Awards, a Merit Award from The One Show, a CLIO Silver Medal, and a Bronze Cube from the ADC/Global Awards.
ADOBE EXPRESS LAUNCH
I helped bring Adobe Express to life across desktop and mobile through creative storytelling, product messaging, and integrated marketing campaigns. My work spanned concepting, scripting, storyboarding, copywriting, and design oversight across social media, email, landing pages, and Adobe.com.
From introducing Firefly generative AI to launching reimagined creative experiences, I helped make powerful tools feel accessible, intuitive, and fun.
The mobile launch drove a 96% increase in monthly active users quarter-over-quarter and 86% year-over-year growth in cumulative mobile users, earning coverage from The Verge, Android Central, and Digital Camera World.
ADOBE MAX
I've worked on several years of Adobe MAX events, including helping bring the 2020 conference into a virtual space on a tight timeline. For MAX 2024, we created an immersive installation with Jen Stark where visitors' movements triggered blooming shapes, colors, and sounds. I helped shape the creative concepts from the beginning, from researching and selecting creative partners to conducting interviews that informed the overall vision. I also oversaw promotional materials, including emails, signage, and merchandise, and even got to fly out to Miami to work the booth myself and see it all come to life.
ADOBE EXPRESS CREATOR SERIES
To show how creative professionals are using Adobe Express in the real world, my team created an ongoing video series featuring compelling customer stories. I helped identify and select talent with unique use cases, developed interview questions to bring out authentic narratives, and oversaw video edits to make sure each story landed. I also collaborated on the landing page and social strategy to extend the reach of the series.
The campaign marked a shift in how Adobe marketed to existing Creative Cloud customers, moving beyond awareness to focus on product adoption and everyday use. Launched globally in August 2024 across Meta and YouTube, the campaign highlighted practical use cases and drove traffic to an optimized landing page. The first wave delivered an 18% increase in first-time activations, 7% growth in mobile usage, 500K+ landing page visits, 51.5M video views, and 90M impressions.
ADOBE x BILLIE EILISH:
Create What’s True to You
This campaign focused on Billie’s creative process for the "Happier Than Ever" music video. The :60 spot delved into her imaginative journey in conceiving the video. A behind-the-scenes film highlighted Billie’s creative process. To sustain the momentum, we introduced the Traveling Billboard Gallery—a unique activation displaying fan art in out-of-home marketing across tour cities. By exploring Billie's creative approach and involving fans in our campaign, we aimed to inspire young individuals globally to express their authenticity.
Cannes Lions Entertainment Shortlist, 2 Clio Music Silver Winner, Gold Effie Winner (Brand Integration and Entertainment Partnerships)
SUNDANCE 2020
At the 2020 Sundance Film Festival, Adobe brought the message of #CreativityForAll to an audience of incredible filmmakers. I wrote promotional scripts as well as a full-page manifesto for the Sundance catalog and the interview space in collaboration with IndieWire (where folks like Lin-Manuel Miranda and more, pictured, snapped photos).
ART.COM CATALOG
Print isn't dead! Amidst studies that show millennial buyers engaging with visual mailings, Art.com brought its catalog production in-house and increased its circulation. The most recent of these is the Winter 2018 catalog below. I worked with merchandisers and designers to create a compelling, page-turning showcase of the site that is beautiful and inspirational enough to live on any coffee table.
EMAILS + BANNERS
If you can read something online, I've written it. Selections below include email marketing and UX copy for Art.com and Adobe.
