Campaign details

Brand: Adobe
Agency: Golin

Brief description of assignment

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.


Golin was tasked with developing a global integrated comms and content strategy to celebrate Adobe's collaboration with The Munch Museum. We needed to increase engagement amongst Adobe Creative Cloud subscribers, driving continued active use of Creative Cloud apps and services including Photoshop and Adobe Stock, as well as promoting Creative Cloud to new subscribers.