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Special Project

Special Project
From the 13th Annual Shorty Awards

Together No Matter What

Entered in Integrated Campaign, Branded Content


Throughout 2020, Adorama encouraged its community to Create No Matter What—be it photography, design, filmmaking, or podcasting—as part of its holistic year-long campaign. But as holiday season 2020 approached, Adorama knew it could do more for its community. 

You see, while the brand is known for its cameras and gear, Adorama is much more than a photography brand. Adorama sells an array of livestreaming equipment, tablets, computers, webcams, speakers, and more. The brand knew it was time to take its Create No Matter What campaign a step further by launching the “Together No Matter What” campaign, highlighting one of the most pressing pandemic questions: How do we celebrate the holidays while self-isolating and social distancing?

Strategy and Execution

The answer was simple: help the Adorama community be together, no matter what. Adorama introduced the concept of truly immersive virtual connection through an eye-catching and heart-warming video featuring popular singer-songwriter Raquel Lily. This original song hit home what Adorama was trying to get across: the newfound appreciation for those in-person gatherings, and the willingness to stay safely connected through any and all means possible. 

Lily undoubtedly put it best in her original song: “Although you’ve always been next to me, I take for granted these moments in time…I don’t need the stars to align. No matter what you’ll always have my time.”

Now, is virtual connection the same as in-person? Hardly. And Adorama knew that. But the brand also knew that the pandemic required a bit of creativity to keep those important connections alive. That’s why they helped their community see that video chats, livestreaming, and sharing photos and videos are all ways to be together through this storm. And, with the right gear, and a willingness to be flexible, loved ones, no matter what, can always have your time.


The “Together No Matter What” holiday campaign reached audiences far and wide, driving over 2 billion media impressions for Adorama in just a short span of two months. Beyond impressions, this campaign helped Adorama achieve another major highlight: It introduced Adorama’s largely photographer and videographer audience to another category that could help them: tech gear, such as laptops, webcams, and more. Adorama has long been working on spreading awareness about its diverse offerings, both in the photo and video space and beyond, and this campaign reached audiences with messaging surrounding all of the brand’s products and categories, keeping it top of mind for any and all tech needs its audience members have.


Video for Together No Matter What

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