Adobe MAX Conference 2022
Joseph Soto, Nickerson’s Associate Director of Creative Services, attended the Adobe MAX Conference – the “creme de la creme of creative conferences” – from October 17-20 at the Los Angeles Convention Center. This event taught Soto tools and tricks that will facilitate Nickerson’s commitment to sustainability, teamwork, and streamlined creative processes – all leading to fast and efficient outcomes for clients.
“Many non-designers have the ability to create their own content for social media now” with the ubiquitous presence of cell phones and other technology, said Soto, and discussion centered on how others within agencies can help the creative team with the tools they have and allow “creative people to remain the big-picture thinkers,” with their sights on innovation rather than implementation.
Sustainability in the Creative Space
Soto was particularly inspired by Nike’s presentation focus on sustainability. Nike’s session focused on how having a digital workflow has cut their work time in half and created sustainability. “You can create in a 3D workspace and apply material and texture to a 3D product,” Soto said. Clients can try on products virtually and thus reduce shipping and returns. They can also convert products to sales more quickly. All of this contributes to sustainability initiatives, and, since Nickerson works often with development, architecture, and real estate companies concerned with these initiatives, Soto said “it was good to see how they could contribute.”
Real-world Role Models
On a personal note: Soto has followed a graphic designer in New Zealand for some time – she owns a company called The Pink Pony Creative, and was present at Adobe MAX. “Her branding work is outstanding,” Soto said. “I was able to hear personally what it meant to her to be a graphic designer and was inspired to be able to hear from someone who is a top talent.”