Acrobat is used by millions of people. But the knowledge workers who use it have historically not been seen for what they are — the lifeblood of an organization. In partnership with 72&Sunny, we developed a campaign insight and concept that emerging millennial audiences are bosses in utero. And the concept was born that you can PDF like a boss.

This concept was extended in several areas, including for social media, in partnership with our social team, my internal Studio, and social strategy partners at Golin.
We produced a number of short PDF Like A Boss films with influencers like Dr Woo, Bobby Berk, and Tyler Florence.

PDF Like A Boss with tattoo artist to the stars, Dr. Woo..

PDF Like A Boss with Queer Eye interior design guru Bobby Berk.

PDF Like A Boss with celebrity chef Tyler Florence.

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