Search.

Edit.

Make it yours.

Advertising new AI features to one of the world’s largest creative communities is no easy feat, especially in an age when “AI-powered” can inspire more eye rolls and scroll-happy thumbs than genuine intrigue. Rather than lead with tech for tech’s sake, we focused on what creative professionals actually need: smoother workflows, more control, and less friction between the vision in their head and the asset on the screen.

“Search. Edit. Make it yours.” became the thread that tied the campaign together, but the copy also had to make AI Studio feel like a natural part of the creative process. Across email, video, and paid media, the messaging aimed to help creatives picture how AI Studio could fit into their existing workflow: finding the right asset, editing it in fewer steps, and shaping it into something that was truly theirs. The goal was to ground the AI features in exactly what they were — tools built to support creative thinking, not replace it.