Adobe MAX is a global celebration of creativity, blending in-person and online experiences. This three-day event features inspiring sessions, keynotes, and MAX Sneaks—offering a glimpse into Adobe’s latest innovations.

For MAX 2024 in Miami, Play worked with Adobe Brand Studio to craft a bold, dynamic identity that reflects the city’s energy. The Adobe lens served as a foundation, acting as a portal into boundless creativity.

Play’s design process merged human artistry with Adobe AI. They created sketches in Illustrator and Photoshop, transformed them with Firefly, and built “solar systems” of AI-generated imagery. Using Photoshop’s generative fill, Play expanded these visuals into vast creative universes.

The Adobe lens guided our motion design, evolving into a flexible tool across platforms. A rich color palette, layered AI collaborations, and immersive event designs made MAX an unforgettable experience – showcased in signage, merch, and collectibles that brought creativity to life.