The power of Photoshop. Now on iPhone.

Take your imagination to new places with the all-new Photoshop on iPhone. Combine, edit, and blend multiple photos, Adobe Stock images, and graphics to craft something truly unique. It's free. It's easy to learn. Jump on in.

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Campaign Summary

The main objective was to debut Photoshop on iPhone with work targeting the next generation of creative professionals. This Gen-Z audience strongly prefers creating on their mobile devices, so our mission was to get them hooked with resonant visuals while showing them it's easy to make sophisticated designs despite Photoshop's reputation as a powerful-yet-complicated app.

Voice + Tone

TAGLINE: Create with the ultimate image editing app.

RATIONALE: It was key to emphasize the imporatance of everything this app had to offer — all of the power of Photoshop, in the palm of your hand.

SUPPORTING COPY: Make images as unique as you are. // Precision editing in the palm of your hand.

Key Workflows

The core features available at the launch of the app include:

  • All-in-one editing

  • Pinpoint adjustments

  • Replace background

  • Remove distractions

  • Generative-AI tools

Visual Identity

Saturated colors. Dynamic models. A sense of lightheartedness.

These were the art direction pillars combining sourced photography, Adobe RED guidelines, and a workhorse system of assets to show how much users can do with the new mobile app.

What People Are Saying

“At last, Adobe Photoshop comes to the iPhone…[it] looks powerful, quick, and easy to learn. It’s the first time I’ve seen a permutation of Photoshop on a small screen that just seemed right, even if it looked new.”

— Fast Company

“Photoshop’s new app has an easy-to-use mobile interface offering existing customers more flexibility with the ability to make edits anywhere, access their work on the go, capture ideas or work on personal projects.”

— Forbes

“Adobe’s new Photoshop app for iPhone is more like the real thing…The user interface on the new Photoshop iPhone app is still heavily optimized for mobile.”

— The Verge

Team Credits

ECD: Laura Kersell

CDs: Mark Valenta, E Larson, Nancy Lee

ACDs: G Gabel, Sheila Vu, Kathleen Martin

Copy + Design Support: Jim Gibbons, Liss Lopez, Ryan Fleming

Photo contributors: Diane Villadsen, Natalia Seth, Tropico Photo, Karen Santos

Hero video production: Alchemy