The Adobe House
Event Location: Sundance Film Festival in Park City, UT
Event Showcase: Brand Activation in 2025
GWE Involvement with Brand: 2024-2025
Agency: Groundwork Events
Year two with Adobe at Sundance, more space, more energy, more impact. The Adobe House has quickly become a Festival favorite, attracting creators, aspiring storytellers, and even those just looking to finally master Acrobat.
For 2025, Adobe brought in Amplify to design the space and Groundwork Events to produce the experience, end to end, start to finish. The result? A dynamic, thoughtfully produced activation that showcased Adobe’s tools in an engaging, accessible way. From industry conversations to hands-on creative sessions, The Adobe House offered something for everyone whether you were deep in the creative process or just exploring what’s possible.
Thousands upon thousands passed through The Adobe House, drawn in by creativity, enlightened by Adobe’s tools, and embraced by their endless (and scrumptious) hospitality. More than just a brand showcase, it was an experience, one that made people feel welcome, inspired, and seen.
Groundwork Events is proud to be part of the team that understands it’s not just about what you show people, but how you make them feel. And at The Adobe House, they felt it.
Role: Executive Producer
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Canada Goose Basecamp
Event Location: Sundance Film Festival in Park City, UT
Event Showcase: Brand Activation & Retail Pop-up in 2023
GWE Involvement with Brand: 2015 - 2023 (9 Years)
Agency: Groundwork Events
For eleven years running, Canada Goose proudly sponsored the Sundance Film Festival. Since 2016, GWE has been at the helm of Canada Goose’s sponsorship activation in Park City.
In 2023, we were tasked with building an immersive retail environment within what had already been a captivating brand activation. Suffice it to say, we rose to the occasion. Our scope also included designing complementary spaces to host the gifting suite and press studio at HQ.
Role: Executive Producer & Designer
"Erica and her team at Groundwork Events are experts at every level. From event planning, production, creative, execution, budgeting and staffing, the GWE team has it covered. We have worked with GWE for years to help create our Sundance experiential activation and each year it gets better and better. Erica consistently goes the extra mile for her clients and makes the process feel seamless. I can’t recommend GWE enough."
LEAH CARSON
Senior Director of Marketing
CANADA GOOSE
The Work
~Overall Production & Build
~ Multifaceted, Multi Agency Approach
~Trades Procurement & Management
~Event Staffing & Brand Ambassadors
~Speaker & Talent Management
~Talent Contracting & Negotiations
~Sponsorship Liaison & Partner Lead
~Extensive Permitting
"In 2024, Adobe launched its first major presence at the Sundance Film Festival, with Groundwork playing a key role in creating a meaningful, memorable experience. Erica and her team were responsive, flexible, and creative throughout. In 2025, with a larger venue and bolder vision, Groundwork once again delivered—crafting a standout Adobe House experience that wowed attending filmmakers. We look forward to continuing this partnership in the years ahead".
GARY CLINGER
Director, Corporate Events
ADOBE.COM
The Magic
~The Adobe Lens Could Be Seen from Space (read: lie, but was massive)!
~Custom Beanies for You, You, and You… and Basically Everyone on Main
~Bespoke Fabrication & Impactful Exterior Branding
~Many Minds, One Mission
~Best Food in Town
~The First-ever Adobe Filmmaker Jackets
Photo Credit: Alex Adams Photography and Stacie A. Buhler
The Work
~Creative & Design for Brand, Retail Store, Press Studio & Director’s Suite
~Overall Production & Build
~Trades Procurement & Management
~Retail Inventory Management
~Event Staffing & Brand Ambassadors
~Speaker & Talent Management
~Sponsorship Liaison & Partner Lead
~Asset & Collateral Creation
~Extensive Permitting
~Accommodations & Hotel Contracting
The Magic
~GWE built CG's first & last retail store at the Sundance Film Festival
~Bespoke Fabrication & Impactful Exterior Branding
~Cheapest & Best Cocktails on Main Street