ADOBE STOCK

Together with Adobe Stock, I led the creative direction and overall strategy to rethink how Indigenous peoples are portrayed within stock imagery. The work focused on present-day realities, centering Indigenous voices and challenging the visual language that has shaped perception for decades.

Challenge

Adobe Stock’s library reflected a broader industry pattern where Indigenous communities were reduced to outdated and often offensive imagery. These visuals reinforced the idea that Indigenous people exist only in the past. The opportunity was to shift that narrative by addressing both underrepresentation and misrepresentation, and to replace it with visuals that reflect the diversity of Indigenous life today.

Solution

We partnered closely with cross functional teams to build a clear strategy and define a new creative direction. The result was a curated collection of images featuring contemporary Indigenous individuals across different tribes and backgrounds, photographed with a focus on authenticity, agency, and nuance.

The work extended beyond the imagery itself. In collaboration with Adobe, we helped guide internal teams and shape how the collection would be shared with a global audience. Through social storytelling and added cultural context, the project opened up a broader conversation around visual sovereignty, turning the platform into a space that supports visibility, accuracy, and long-term change.