Adobe
The full Cannes Lions takeover
At Cannes Lions, Adobe sets out to own the festival. This was Identity’s fourth year as the global brand activation agency behind Adobe at Lions. The brief moved beyond a single standout moment to a network of activations built on the same idea.
The challenge
Adobe wanted a presence that touched every part of the festival, from focused executive conversations to the busiest creator hubs on the beach.
The challenge was scale without dilution: a bigger footprint and more partners, without losing the thread of what makes Adobe’s presence unmistakably its own.
The approach
Identity built the takeover around one idea: every audience at Cannes should meet Adobe differently, but recognise it instantly. For executives, that meant the calm of the Majestic’s suites. For creators and VIPs, it meant hands-on discovery. For the wider festival crowd, it meant showing up inside other brands’ worlds, with Adobe’s creative products at work in each.
The centrepiece
At the heart of it sat the Adobe Terrace at the Majestic Hotel, the centrepiece for VIP brand engagement and the place guests kept returning to across the week.
The boutique
Steps away, the Adobe Boutique gave creators and VIPs a reason to slow down: hands-on time with Adobe Firefly, seeing hyper-personalised creative moments come together in real time.
Identity extended Adobe’s reach onto the Parvis, partnering with Disney and L’Oréal, two brands that place the same weight on craft as Adobe does. Each partnership had its own identity, with Adobe kept central.
At Creator Beach, an Identity-built podcast studio gave Adobe a live, always-on presence in the festival’s creator hub. Inside the Majestic’s suites, Identity designed executive meeting rooms for one purpose: giving Adobe’s leadership the right setting to host its most important customers, away from the noise outside.
The result
At Cannes Lions 2026, Adobe ran a network of activations, each built for a different audience and each recognisably Adobe.
From executive suites to the Boutique floor, from the Parvis to Creator Beach, Adobe’s presence ran through the festival rather than sitting beside it.
Four years in, the partnership has grown in reach as well as scale, and a single strong moment has become a full Cannes takeover.
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