Adobe
The full Cannes Lions takeover
From the Majestic to Creator Beach, Adobe doesn’t attend Cannes Lions. Adobe needs to own it. In our fourth year as their partner at Lions, the brief moved beyond a single standout activation or moment, it was a network of them, but all unmistakably part of the same story.
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: more touchpoints, more partners, more audiences, without losing the thread of what makes Adobe’s presence unmistakably theirs.
The approach
We 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, to deliver an understanding of the power of Adobe’s creativity.
The centrepiece
At the heart of it sat our Terrace Experience at the Majestic Hotel, the centrepiece for VIP brand engagement and the anchor guests kept returning to across the week.
The boutique
Steps away, our Adobe Boutique gave creators and VIPs a reason to slow down: hands-on time with Adobe Firefly, building an understanding of how hyper-personalised creative moments come together in real time.
We extended Adobe’s reach onto the Parvis, partnering with Disney and L’Oréal to connect Adobe’s creative products with two brands that place the same weight on craft as Adobe does, giving each partnership its own identity while keeping Adobe central.
At Creator Beach, our podcast studio gave Adobe a live, always-on presence in the festival’s most creator-dense space. And inside the Majestic’s suites, we designed executive meeting rooms built for one purpose: giving Adobe’s leadership the right atmosphere to host their most important customers, away from the noise outside.
The result
Adobe wasn’t one activation at Cannes Lions 2026, it was a network of them, each built for a different audience but unmistakably part of the same story.
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 hasn’t just grown in scale, it’s grown in reach, turning a single strong moment into a full Cannes takeover.
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