Take stock

The direct marketing campaign involved creating a line of clothing with stock photography on it, and sending it to some of Adobe’s enterprise customers, as well as an accompanying lookbook. In the lookbook, copy on the page describes the imagery in a way that is simultaneously straightforward and ironic.

‘Some stock images have earned their place in the history books – classic motifs that have been overused and established as hilarious clichés, known, loved and/or hated by all,' says Abby Priest creative director Oskar Hellqvist in a Q&A on the Adobe site. ‘Turning them into a limited-edition clothing line is our way to salute them and an attempt to create something disruptive and unconventional in the genre.’

The clothing and lookbook are designed to mark the end of traditional stock photography as Adobe Stock’s premium images are now integrated into Adobe’s Creative Cloud offerings, making them easier to access.