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Adobe Max is an in-your-face, larger-than-life, all-guns-blazing annual celebration of creativity, which this year descended on Vegas. It’s Nice That was invited by Adobe, with over 12,000 other creative minds from all over the world, for a few days packed full of talks, product updates and inspiration. The scale was nothing short of amazing, but from the days spent pounding the corridors of the Venetian Hotel, a few things really hit home:
Technology is accelerating creativity
Kicking off the event was an impressive keynote from the Adobe team and the amount of new product updates was staggering. First and foremost, they launched four brand new apps into their cloud ecosystem including the impressive and intuitive XD, a new app for designing and prototyping mobile apps and websites. The growing importance of UX design in the industry cannot be understated and it felt like this could become as widely used as a Photoshop or Indesign over the next few years.
Adobe also announced improvements in its current products including increasing the power of Stock, Typekit and Live platforms, showing its continued dedication to making the transition between each app in Creative Cloud as seamless as possible.
Great relationships breed amazing work
One of the most moving talks of the conference was from ex-White House photographer Pete Souza. Having cut his teeth assisting another photographer during the Regan presidency, Pete started photographing Barack Obama from before he was president, right through to his final day in office. His conversation with magazine 99U uncovered beautifully told stories behind both iconic moments and more mundane, everyday interactions. What was most apparent though, was that his incredible body of work was made possible by the trusting relationship he forged with the commander in chief. Because of this dynamic, Pete was present at all the most important moments in the President’s life, from photographing his kids’ school play, to capturing the moment the Osama Bin Laden raid was completed.
All in all, you’d be hard pressed to deny that the photographer has fulfilled his ambition of creating “the best archive of a President there has ever been”, and you can make up your own mind when his book is published in a couple of weeks.
Creativity can create change
Many of the talks It’s Nice That attended waxed lyrical about how creativity and design can create great change, but none followed through on the claim more convincingly than Annie Griffiths, one of the first female photographers to work for National Geographic. Annie took the stage and told us about her career and how it has led her to start Ripple Effect Images, a collective of photographers who document the programmes that are empowering women and girls throughout the developing world. She spoke about this incredible organisation that has bought about huge change for women and girls, and delivered it with the warmth and poise you would expect from someone behind such a brilliant idea. “A woman in my situation should just get some cats and a vibrator and call it a day… I got into aid work,” she said.
Kindness + Empathy = Loyalty
After so many insights into mind-expanding new technologies, it was a joy to hear Tina Roth Eisenberg speak about how important the human aspect of creativity will always be. Her much-loved blog, global talks series Creative Mornings, temporary tattoo business Tattly and anything else she has touched have been built by doing things in an inclusive, generous way –
stating that “generosity is the business strategy of Creative Mornings.” Her warmth came across in a beautifully open talk – and an equation we could all take something from, whether business owners and entrepreneurs like Tina, or freelancers working in isolation: “Kindness + Empathy = Loyalty.”
AI and machine learning is going to be critical in the future of the creative process
The announcements that seemed to generate the most gasps from the auditorium were all around Adobe’s AI and machine learning platform Sensei. The technology is being applied and embedded across the entire Creative Cloud ecosystem allowing everything from better image searching right through to helping designers to complete mundane tasks more quickly and intuitively. The scope of the system is colossal and it feels as though we’re only just starting to see the power AI can bring to the creative process. No matter what your opinion of how creative jobs will be effected as this kind of technology continues to develop, we were left in no doubt that if tools like the ones launched this week can be harnessed in the right ways the future will be incredibly exciting.
You can see all of the updates from Max here and lots of the talks and presentations here.
This article was found at: It’s Nice That.
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“I’m always seeking the next big thrill”
Me in a word: Exploratory
The first 21 years of my life were a mix of travel, sports and chasing academic excellence. As a child, I enjoyed jet skiing, bungee jumping and a few venomous pets. I’m still always seeking the next big thrill, like rock climbing and cave exploration.
Since leaving university and surviving the COVID years, I’ve developed my skills across different fields, from education to private healthcare, with a keen interest in human biology and education.
To relax, I watch old war movies or series, and shows like Sons of Anarchy and The Wire. Cooking was a big part of my childhood and I’d always help my parents prepare meals. I’ll bake anything with chocolate!
My wilderness survival buddy would be my dad. He’s a DIY expert, with basic wilderness survival skills. I once had a narrow escape outdoors: Venturing off the path on a solo hike, roasting in midday sun, suffering from dehydration, leg cramps and an encounter with a juvenile cobra. (I survived.)
Some everyday things that really annoy me are the morning traffic rush – and people being indecisive at the drive-thru window.
My bucket list destinations? Thailand, for rock climbing and base jumping, and Burma, for Lethwei (Burmese bare-knuckle boxing).
I think the human race needs a greater focus on work-life balance. Spending more time enjoying the little things, whether sport, art or music would help everyone live better, more fulfilling lives.
If I could change the law, I’d ban farm-raised lion hunting, and I’d allow a years’ paid parental leave for all new parents.
Outside of work, I juggle sports, cooking and taking my dogs out for regular walks.
My work family is supportive and engaging, always available to bounce ideas or chat. Learning Curve is the best work family ever, with an unparalleled culture. I like the freedom and flexibility to explore new and creative avenues – and the endless coffee (Yay!)
Medical Education Solutions Specialist
“Every day is different.”
Me in a word: Outgoing
I grew up in KZN, often barefoot in the bush, or soaking up the Durban sunshine. Our home was loud, with four daughters and weird and wonderful pets, and my love for performing means I have a large, bubbly, personality.
I wanted to be a singer and actress, then a vet. I moved to Cape Town to study Anatomy and completed an M.Sc at Stellenbosch University, then joined Learning Curve, where I work with 3D Anatomy software, Primal Pictures.
In my free time I like hiking, running, and yoga – and I’ve taught myself to play the ukulele. I recently started busking and people did tip me. (Was that their way of begging me to stop?)
Home entertainment? OK, this is embarrassing but I love the kind of reality shows which I fondly refer to as ‘trash TV’. I’m a vegetarian and love veggies, but also a classic mac and cheese with a parmesan crust.
I’m a cat person – my cat is my baby. I like the feline independence, and contrary to popular belief, they can be very friendly and loving.
Australia’s top of my bucket list; I was a huge Steve Irwin fan as a child and I’d love to visit the family’s zoo. I’d also love to spend more time exploring the spectacular nature that South Africa has to offer, and learn more musical instruments.
If I was in charge, there’d be a law against chewing with your mouth open, and one act of kindness every day would be compulsory. Kindness and compassion are what the world needs now.
I’m very lucky to be part of the wonderful Learning Curve education team. We’re passionate about our work and we’re loud and energetic, always having lots of fun with our clients around the country. This is a family that I love being a part of. Every day is different, which keeps things fun and exciting. Our team is full of knowledgeable people – I’m constantly learning new things from my colleagues.
My favourite office snack? Peanuts.
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