What’s going on at Adobe MAX?

Adobe MAX 2025 Creativity Conference (October 28–30, 2025) ends today, and here is what Carlos Gil has to say about it:

That’s an interesting description of the event. I can’t say I’m surprised. I feel like the world is getting wackier and wackier by the minute.

The statement “Everyone’s a creative director” is interesting because we do hear that a lot. We've all seen someone who was the single creative point-person for a small company call themselves a "Creative Director.” Or they start their own practice and call themselves a “Creative Director.” But that’s nothing new.

I do know there’s a trend of celebrities becoming billed as Creative Directors:

It’s interesting how loosey-goosey we are with the term. In the advertising/design industry, it’s an honorable rank. A badge of honor. Not just anybody can become a CD. You have to hone your craft for 10+ years, and then maybe you can call yourself that.

Nobody uploads a video to YouTube and then calls himself a Movie Director.

Nobody lifts a weight and then calls himself a Bodybuilder.

Nobody installs a shelf and then calls himself a Handyman.

Because they instinctively know those terms carry a certain connotation. They respect the identity and the craft that goes with it.

In short, they are afraid they’ll be called out for being a poser. A valid fear.

It’s easy to point at something and say, “Hrrmph! I don’t like it! Make it better!” When people claim that title too loosely, it starts to feel like this:

Anyway. I’ve been following some creative influencers on Instagram and the conference certain feels EXTRA this year.

Carlos continues:

This I need to see. There’s a lot to catch up on!

I enjoyed this summary: