Adobe today highlighted the work of luxury and lifestyle photographer and branding designer Naina R
edhu by featuring her in the company’s exclusive ‘I Am The New Creative’ campaign. Naina is a visual story-teller and her portfolio includes a variety of projects and brands across multiple industry verticals including Chanel, Louis XIII, Le Meridien, Pernod-Ricard, Roberto Cavalli, The Leela Palace Hotels, Wendell Rodericks, Wills Lifestyle India Fashion Week and London Fashion Week to name a few.
Naina is the first ‘new creative’ from across Asia Pacific to feature in the company’s worldwide campaign ‘I Am The New Creative’ honouring creative professionals and their unique contribution to the arts. The campaign promotes exceptional work being produced by creative artists from across the globe and encourages creative professional to
merge their mediums and their personal portraits to create ‘new creative’ versions of themselves. The campaign aims to recognize a whole new generation of creative artists.
Working on her portrait Naina Redhu said, “All I could think of was this graphic artwork that I’ve been working on for a while. And how it perfectly fits who I am today. It’s a 3D pattern created in Adobe Illustrator, of multi-colored ‘hashtags’. Everything about the design and that project is representative of who I am today. It represents the real me with a professional life online as well as offline and how the two intertwine. I picked the particular portrait with the smile – even though I knew my teeth would turn out blue – because that’s always been my goal – to be happy doing whatever I’m doing.”
Commenting on the campaign Umang Bedi, Managing Director Adobe South Asia said, “India is a country teeming with creative artists. ‘I Am The New Creative’ campaign is a small way for us at Adobe to recognize the amazing work being done by creative professionals like Naina who are raising the bar for creativity in the country and establishing themselves on a global platform. We often get to see an artists’ work but very rarely do they come forward into the limelight. This campaign infuses the artist and his art and recognizes the ‘new creative’ in them.”
The Adobe Creative Cloud has removed barriers to creative expression. Designers today are building websites without writing a single line of code, photographers are moving into film making and coders are exploring the nuances of creating beautiful design. People have the ability to express themselves in any discipline without any boundaries.