Adobe x Mashable: branded editorial that earned its audience
A C-suite interview series on creativity, disruption, and what's next
Adobe wanted to be associated with creative leadership across industries — not just design software. The challenge was building a content series that felt like Mashable journalism, not Adobe marketing, while still anchoring every story to ideas Adobe cared about: creativity, disruption, and the future of work.
- 01
Built the editorial framework — pick category-defining companies, interview the people actually making the calls, focus on creative process and differentiation.
- 02
Sourced and booked C-suite subjects across agencies (Big Spaceship, MRY, Giant Spoon), commerce (Bow & Drape), crowdfunding (Indiegogo), and mobile (Fueled).
- 03
Conducted on-site interviews and turned them into long-form editorial pieces published on Mashable.
- 04
Threaded Adobe's themes — creativity, emerging tech, organizational design — through every story without ever turning it into a product pitch.
- →Six+ published interviews on Mashable, spanning agencies, commerce, crowdfunding, and mobile.
- →Built Adobe a credible editorial footprint inside one of the largest tech publications of the era.
- →Established a repeatable model for brand × publisher editorial partnerships.
- 01Mashable ↗Big Spaceship on organizational designTalking org design, creativity, and hiring with the CEO, VP Social, and VP Analytics.
- 02Mashable ↗Bow & Drape: customization over luxuryCEO Aubrie Pagano on why customization is beating traditional luxury.
- 03Mashable ↗Indiegogo for marketersSVP Jerry Needel on what marketers should be doing on crowdfunding platforms.
- 04Mashable ↗MRY on the internet of thingsCMO David Berkowitz on what IoT actually means for marketers.
- 05Mashable ↗Fueled on building a successful appFounder Rameet Chawla on what makes mobile products work.