Creating Irresistible Products: Pentland Brands x Adobe Creative Jam

  • Ve Dewey, MBA FRSA

In March 2019, in Camden Town, London, Adobe hosted a unique event, in collaboration with Pentland Brands, that saw people from across Pentland business compete in a creative challenge using Adobe software. The Creative Jam, an event which Adobe organises for businesses all over the world, gave 70 members of the Pentland Brands community the chance to put their creative skills to the test by producing a campaign story and video in just three and a half hours, based on the theme of ‘irresistible product’. During the challenge, teams were provided with an inspiring range of Berghaus products and challenged to represent their diverse and eclectic surroundings in imagery and videos. The winning team was commended for their innovative use of animation and unique take on the different ways a Berghaus rucksack could be used in everyday life. In addition to the competition, Adobe delivered a bootcamp session to help the Pentland community get to know their new software – Adobe XD, Rush and Stock. Inspiration was also provided by a fantastic talk by Lee Lapthorne; curator, art director and one of the UK’s leading Fashion and Event Management experts