US – Highlighting the influence of cultural heritage on the work of diverse artists, the software company’s latest campaign hands the reins to the Asian Pacific Islander (API) community. Its Where I’m From video features eight API artists flipping the narrative around the commonly asked question, ‘where are you from?’ as a way of reclaiming their crafts and personal backgrounds.
As part of the initiative, Adobe will partner with lifestyle platform Hypebeast to provide a space for emerging creatives to showcase their work. Elsewhere, London’s Somerset House has similarly challenged existing ideas on diverse communities through an interactive online exhibition.
In an age when global youth communities are rejecting conventional structures, this project also feeds into an ongoing push for digital platforms that deprogramme education systems. And by taking a creative approach, Adobe spotlights under-represented artists in a way that allows them to decolonise their art.
Strategic opportunity
Focus on elevating the voices of diverse creatives, making sure their own perspectives are accurately communicated. Ensure that both your internal structures and external strategies reflect commitment to deprogamming harmful stereotypes
