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Issue link: https://digital.macdirectory.com/i/1318513
growing and expanding skills, but more than that, inspires new ideals and builds knowledge. Though this year’s theme, “Creativity for All,” sounds rather bland and generic, the content of Adobe’s messaging was anything but. Of course, at the keynote, new products and feature were announced and demonstrated (see Part 2 of this article), the tangible undercurrent was a call to action for creators to use their talents to promote social justice and equity. In a way quite atypical of industry giants, Adobe stepped out of the typical corporate comfort zone and taken a clear stand on issues not just facing its customers, but society as a whole. For the conference, thy brought in some of the world’s best artists (and a poet) to press the point home to the 50,000-plus attendees who were watching this year. With powerful videos, interviews and artist profiles, they spoke of how their work has made a difference and that every creative has not only the talent but the responsibility to do the same, regardless of the scale of their influence. Throughout the conference, celebrated artists talked about their work and how they have used it to affect change. At the keynote session on the first day, Adobe CEO Shantanu Narayen concluded his remarks admonishing the audience, “Now more than ever, the world needs creativity… My ask of all of you is to keep creating.” This is a Recording Obviously, this year’s MAX had to be different in a lot of ways. Planning for events like these always begins at the conclusion of the previous year’s affair, so the development of MAX 2020 was well underway when covid-related lockdowns began and it became evident that the annual grand gathering would not be possible. In May, Adobe committed to a virtual event. But as a company that employs some of the best content creators in the business and can bring their own technology to bear, Adobe set out to create the best online conference experience ever. According to an Adobe rep we spoke to, Adobe XD design and prototyping played a big part in optimizing the conference website,