Adobe MAX 2025:
Unfinished Film
Hot off the desk of Scott Durday and crew at Adobe, the STURDY. crew was tapped to design, build, and produce an interactive booth for Adobe MAX 2025 here in Los Angeles.
Working under a fast-moving timeline (approx 3 weeks from briefing in) we got to work on designing an experience that held two crucial elements in the same 20’x20’ footprint: 1) a screening installation for a short film 2) a set of workstations setup for attendees to use FireFly generative software. With these constraints in mind, we jumped into arch design with Rhino phenom, Sky Elis.
A solution emerged that allowed both maximum screening real estate and maximum workstation zones and a clever reveal for attendees: an enclosed cube with a 20ft LED wall featuring a hidden door that opened up to our “FireFly Studio” post-screening. The film, “UNFINISHED FILM” is presented as a work-in-progress short, giving guests an ability to add shots via FireFly to help complete it. Once the viewing concluded, the Adobe brand team would open the door (a la OZ) to reveal the studio hidden inside the cube.
Built from LED, speedrail, and arcylic panelling, we blasted into set dec to round out the interior, ensuring the studio environment reflected the creative vibes throughout.
Working under a fast-moving timeline (approx 3 weeks from briefing in) we got to work on designing an experience that held two crucial elements in the same 20’x20’ footprint: 1) a screening installation for a short film 2) a set of workstations setup for attendees to use FireFly generative software. With these constraints in mind, we jumped into arch design with Rhino phenom, Sky Elis.
A solution emerged that allowed both maximum screening real estate and maximum workstation zones and a clever reveal for attendees: an enclosed cube with a 20ft LED wall featuring a hidden door that opened up to our “FireFly Studio” post-screening. The film, “UNFINISHED FILM” is presented as a work-in-progress short, giving guests an ability to add shots via FireFly to help complete it. Once the viewing concluded, the Adobe brand team would open the door (a la OZ) to reveal the studio hidden inside the cube.
Built from LED, speedrail, and arcylic panelling, we blasted into set dec to round out the interior, ensuring the studio environment reflected the creative vibes throughout.
Adobe
Senior Creative Director:
Head of Production:
Sr. Manager, Firefly Social Lead:
Event Manager:
STURDY.
Head of Production / EP:
CFO / EP:
Director of Experiential, EP:
Director of Development, EP:
Director of Production/Development:
Creative Director:
Art Director:
Account Manager:
Producer:
Producer:
Jr. Producer:
Jr. Producer:
Spatial Designer:
Sr. Designer:
Graphic Designer:
Graphic Designer:
Graphic Designer:
Lead Designer:
Construction:
Decorator:
Builder:
FOH Engineer:
LED Engineer:
LED Tech:
LED Tech:
LED Tech:
LED Lead:
Project Manager:
Account Rep:
Senior Creative Director:
Head of Production:
Sr. Manager, Firefly Social Lead:
Event Manager:
STURDY.
Head of Production / EP:
CFO / EP:
Director of Experiential, EP:
Director of Development, EP:
Director of Production/Development:
Creative Director:
Art Director:
Account Manager:
Producer:
Producer:
Jr. Producer:
Jr. Producer:
Spatial Designer:
Sr. Designer:
Graphic Designer:
Graphic Designer:
Graphic Designer:
Lead Designer:
Construction:
Decorator:
Builder:
FOH Engineer:
LED Engineer:
LED Tech:
LED Tech:
LED Tech:
LED Lead:
Project Manager:
Account Rep:
Scott Durday
Jayson Oertel
Kristy Taves
Ashley Jordan
Kyle Nolan
Kevin Henry
Myron Batsa
Nico Poallilo
Rikke Heinecke
Eric Del Greco
Pete Quintana
James Hanousek
AJ Groy
Christina Alba
Julia Shikhman
Steven Mendoza
Skylar Elis
Angelica Baini
Erin Chen
Jordan Way
Yennie Bang
Johnny Jos
Dan Wade
Elizabeth Georgoff
Matt Leonardo
Angel Romero
Gary Henriquez
Richard Galvez
Jayden Galvez
Juan Mora
Mario Huizar
TJ Morehouse
Hanna Scherneck
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with ︎ from LA