Creative: Adobe Max, Day Two

Okay, mental note. Any event that has a dedicated app typically brings something solid to the table. At least in theory, and Max does not disappoint in this regard. The app not only works, it’s helpful and keeps me in line. Not to mention it helps fill out the day, or overfill the day if you are like me.(Didn’t get to half of what I thought I would.) I might not get to everything, but it’s nice to look down and see another educational seminar on the schedule. But Dan, what do you mean by educational? Want to know what a typical Max presenter looks like?

Emonee LaRussa is a 2x Emmy award winning Motion Graphics and Director. For years she has created music visuals for artists like Megan Thee Stallion, Kanye West, Lil Nas X and many more. More recently has been she working with brands such as the Super Bowl LVII, Adobe, The Grammys, Saturday Night Live, and Intel.

Emonee is also the President of JumpStart Designers, a non-profit focused on getting computers to kids in underserved communities. She also provides students with mentorship so that they not only get the tools but the education and opportunities as well. 

Or, how about this. Notice the “More than me,” approach to both of these artists.

Devon Rodriguez is the most followed visual artist in the world widely recognized for his hyper-realistic portraits, particularly those drawn or painted on the New York City subway. Born and raised in the Bronx from Puerto Rican and Honduran background, his remarkable journey has been featured in The New Yorker, The New York Times, and on the Today Show. Through the power of social media, Devon uses his platforms to digitally translate his artistic talent to a global audience, creating viral moments with not only strangers he meets on the street, but also notable celebrities such as Joe Biden, Post Malone, Ed Sheeran, Jared Leto, and Robert De Niro.

Most recently he has partnered with Meta, Burberry, Coca Cola, and State Farm and launched a comprehensive 7-course education program, designed to teach the intricacies of portrait drawing to individuals of all ages. In the Fall of 2023, Devon’s first solo art exhibition garnered overwhelming support with lines stretching around the block. With an impressive collective following of 59 million across various social media platforms such as Instagram, TikTok, YouTube, and Facebook, Devon Rodriguez continues to captivate his multi-generational audience worldwide. 

I know what some of you are thinking.

“Dan, he’s uses social media, and you told us social media is bad.” True. But you are forgetting one thing. Guy can paint. Guy has talent. He worked as an artist for TEN YEARS before he ventured to social media, and this is after graduating from the High School of Art and Design. Vast majority of people on social forget this one little step. Get good at something first before you show us what you had for lunch. And how many of you struggling to get a like on Instagram have 59 million people in your circles? This isn’t normal and is also something that will be more and more difficult to do moving forward. Future platforms won’t allow for the gaming they once did. And no, I will never follow him on any of these platforms. He has a site. No need. And I would never tell you to follow him into social as the conversations I’ve been having with folks here is that things like IG and TT are past their usefulness for the vast majority of people, and that nobody seems to have any idea what is coming next. Behance is worth looking at for those of you who want work as a photographer. I’ve always said Behance is the adult in the room when it comes to networks, and one of the Behance trainers told me they refer to it as “LinkedIn for creatives.” There is also a Behance Pro option that does look good.

Attending this event is like pulling back the veil on the creative community. Having spent so long around one genre, photography, and watching as that genre slowly disintegrates, it’s interesting to see how the rest of the creative world operates. You have independent studios, agencies, collectives, freelancers, and in house teams creating work for brands and businesses on a semi-epic scale. It feels a bit like photography wasn’t invited to the party, or perhaps got an invite but no one seems to care. I see people labeled as “photographers” but find out they are a digital artist, creative director, or producer who ALSO does photography? Know what I mean? Like photography is something anyone can do at a level that is acceptable. I’m not sure there is as much attention span for straight photography any longer, or for someone who ONLY knows their lane and not how photography plays out in a creative team, marketing team, or agency.

I’ve said this for years, and I believe it more than ever before. Photography is no longer the conversation. Photography is far stronger as a small part of a larger conversation. The days of “I’m a professional photographer,” are nearly gone because the most common reply is “Who isn’t?” Recently, before my trip to Japan to teach a workshop, I encountered a young “photographer,” who when I mentioned I was teaching a workshop asked “What is there to teach about photography?” There was genuine bewilderment. Now, is this person clueless because their only point of reference was Instagram? Yes. God, yes. But his bewilderment is shared by many.

One thing is overwhelmingly evident here, however. There is a TON of incredible creative work being completed around this diverse world of ours, and like I’ve said many times before, the creative industry is a serious contributor to the GDP. Nine out of ten creatives teams are hiring and the prediction for the future is a 2x to 5x growth pattern. I am in my hotel room but buzzing about the potential that lives outside my door. Two things jump out for me personally. Illustrator and After Effects. Endless possibilities. Same for Blurb. One of the community leads for a major camera brand said “The book is still the single most important thing to all of our sponsored photographers.” And I’ve also been reminded that time off is ESSENTIAL to the ideation process. You can’t go full tilt all the time. And if you are too obsessed with revenue you will dumb down your work to an unacceptable level and you will ruin your reputation. There is money and there is selling out or brand surfing. I’m glad I’m here. Humbling. Educational. Inspirational.