For 20 years, Adobe had hosted partner events for developers – until the pandemic turned them into virtual Developers Live events. In 2025, a strategic shift was on the horizon: Adobe Express was to be positioned alongside Creative Cloud as a new top priority. The objectives were crystal clear: grow registrations from 500 to over 1,000, expand international reach, and break through the 40% no-show rate. The audience was also set to expand – from pure developers to include business decision-makers.
The challenge: deliver a two-day virtual marquee event with broadcast-level production quality, without “last-minute PowerPoint presentations.” 72 countries, multiple time zones, international speakers – all coordinated live from Dresden.
Our CROMATICS office became the international broadcast hub. From here, we streamed 4.5 hours of live content to 72 countries – from California to India. The hybrid control room allowed for centralized direction from Dresden, with remote connections to locations including Adobe’s New York office.
We created text-, image-, and video-content entirely in-house. For smooth international speaker integration, we provided presentation templates and camera setup guidelines.
A modular 3D design system gave the event a lively, dynamic aesthetic instead of a standard corporate look. Co-creation workshops with the Adobe team aligned the event contents to the different target audience groups.
Community research via Discord and Reddit helped adjust to developer needs. The multi-channel campaign ran for eight weeks across LinkedIn, Discord, and newsletters.
The numbers speak for themselves: 1,012 registrations – a 59% increase over 2024. With 533 attendees, the conversion rate hit 53%, well above the industry average. International reach grew from 65 to 72 countries. Peak live attendance reached 223 simultaneous viewers. Engagement was exceptional: 92% watched for over 10 minutes, 79% for over 30 minutes, and 68% stayed for a full hour. 29% actively used the chat, generating a total of 1,035 messages.
The participant score came in at 8.5/10, and the Net Promoter Score at 27 – both above average for virtual B2B events. Adobe Express was successfully positioned as “the first web and mobile-first Adobe application.” The world joined our livestream from Dresden to the global developer community.
Our CROMATICS office became the international broadcast hub. From here, we streamed 4.5 hours of live content to 72 countries – from California to India. The hybrid control room allowed for centralized direction from Dresden, with remote connections to locations including Adobe’s New York office.
We created text-, image-, and video-content entirely in-house. For smooth international speaker integration, we provided presentation templates and camera setup guidelines.
A modular 3D design system gave the event a lively, dynamic aesthetic instead of a standard corporate look. Co-creation workshops with the Adobe team aligned the event contents to the different target audience groups.
Community research via Discord and Reddit helped adjust to developer needs. The multi-channel campaign ran for eight weeks across LinkedIn, Discord, and newsletters.
The numbers speak for themselves: 1,012 registrations – a 59% increase over 2024. With 533 attendees, the conversion rate hit 53%, well above the industry average. International reach grew from 65 to 72 countries. Peak live attendance reached 223 simultaneous viewers. Engagement was exceptional: 92% watched for over 10 minutes, 79% for over 30 minutes, and 68% stayed for a full hour. 29% actively used the chat, generating a total of 1,035 messages.
The participant score came in at 8.5/10, and the Net Promoter Score at 27 – both above average for virtual B2B events. Adobe Express was successfully positioned as “the first web and mobile-first Adobe application.” The world joined our livestream from Dresden to the global developer community.
