Ahead of the campaign, Adobe conducted research to explore the barriers stopping people from pursuing creative careers. It found that 66% of UK students and young people are concerned about pursing a creative career since the pandemic.

The research also looked at what deters young people from pursuing creative careers, with 54% saying they were influenced by people within their network, 40% pointing to parental influence and 38% citing self-doubt.

The video responds to the research with an understanding that these barriers are heightened for people from BAME backgrounds. This campaign titled ‘Love the journey’ features award-winning rapper, actor and role model Little Simz as she reads a poem to her mother giving thanks for her love and support.

Little Simz says, “As an industry and society, greater representation of minority groups is needed to showcase the next generation of talent that they can make it, they can be who they aspire to be and love what they do every day.”

Adobe’s research showed that 62% of young people surveyed said that parental support gave them more confidence and motivation in the path they were choosing. “I hope that through my work with Adobe I can help inspire others to pursue their passions and encourage parents, carers, siblings and teachers to help young people overcome any issues of self-doubt and move past obstacles that can often scare them,” adds Little Simz

The video works to highlight Adobe’s brand ethos that ‘creativity is the great enabler and it’s within all of us.’ Based on solid research, Adobe responds to the current social issue of diversity in the creative industries while also relating the campaign back to the brand.

Further content will be created as part of the ‘Love the Journey’ campaign in coming months, featuring host of diverse and inspiring talent from across the UK creative scene.