Adobe Max - 24 Hours (commercial)
AdobeMax: 24 Hour Live Art Installation
Adobe reached out to design firm Sagmeister & Walsh to redesign the new logo for their Adobe MAX Design Conference, and Sagmeister & Walsh reached out to Group Theory to produce the project. In collaboration with Group Theory, I directed, shot, and edited this documentary. Over the course of 24 hours, using 7000 pencils, 1200 feet of rope, 1400 sheets of paper, and one trampoline, they executed a "play experiment" to create their design solution. And, no one stopped working until the design was perfect. The end result was a gorgeous new logo, where the process (told through 24 hour documentation) was as important as the end result.
Directed, shot and edited by Brian Petchers
AdobeMAX - 24 Hours