Developers and designers share many common traits that go back to childhood. Putting a human face on these people and hearing them express this commonality would capture the essence of the Adobe community.
Make a documentary film that authentically captures the shared mindset of a wide swath of designers and developers.
We used a technique pioneered by documentarian Errol Morris that allows subjects to talk directly to camera. The result is a remarkably candid, personal look at the subject, and this allows for a more free, honest, and powerful dialogue. But that was merely an executional approach. We got developers and designers alike to speak about their inspirations and passions. The attitudinal crossover was noteworthy. The film was revelatory.