Adobe took a different approach to brand engagement with Creator Live London, bringing more than 500 curated creators and social media personalities together at Olympia for its first creator-first event in EMEA.
Held at The National Hall and delivered with Taylor Bennett, the event was designed less like a traditional industry conference and more like a creator community gathering. Its programme combined creator-led talks, live performances, hands-on experiences and interactive zones focused on areas including fashion, music, lifestyle, sport, fitness and food.
Rather than focusing solely on Adobe’s products, the event centred on the wider realities of building a creator career — from developing an audience and finding a niche to monetisation, brand partnerships and using AI without losing the human element of creativity.
The programme featured creators and digital personalities including Niko Omilana, Brandon Baum, Sophie Miller, Jordan Schwarzenberger and Becky Owen, alongside sessions exploring Adobe’s creative tools, Firefly and AI-powered workflows.
A key part of the experience was its curated audience. Adobe limited attendance to create a more focused environment where creators could meet peers, potential collaborators and representatives from agencies and platforms. The event also included a dedicated Creator Playground and Passion Zones, allowing attendees to learn and create outside the main stage programme.
Adobe’s approach reflected a broader shift in how brands are engaging with the creator economy. Instead of placing the brand at the centre of the event, Creator Live positioned the creator community itself as the experience.
The strategy also extended beyond the main event. Adobe partnered with creator community FiveTwoNine, which hosted a private breakfast with Adobe leadership ahead of Creator Live, focused on career development and building stronger connections with selected creators.
For Adobe, the event offered a way to demonstrate its relevance not just as a creative software company, but as a brand participating in the wider creator ecosystem. For the creators in the room, the emphasis was on practical knowledge, community and opportunities to build sustainable careers.
With Creator Live, Adobe effectively tested a different model for brand-led events — one where the value of the experience comes from giving the community a platform, rather than simply giving the brand a stage.
