Results tagged “Adobe Voice”

“The New Creatives Report” Is Here, and It’s Good News

We all love talking about creativity, but we seldom take time to examine the state of creative professionals themselves. For those of us who chose a creative career, are we happy we did? What inspires and motivates creative professionals to do their greatest work? How do Creatives feel about the pace of change in the industry?

NewCreativesStudy

Today we released some striking research to delve into what really makes the creatives tick. We’re calling it “The New Creatives Report,” and it’s based on a survey of more than 1,000 U.S. creatives – all designers, photographers, illustrators and the like. Some of it really surprised me, and all of it reinforced something that I already believe: creative professionals are taking the reigns on their careers and, with new technology and shifts in the creative industry, have the wind at their backs.

A few top takeaways from those we surveyed:

Creative professionals are creating FOR mobile, and want to create WITH mobile. Seven out of 10 say they create content specifically for mobile, and 87% of those say it’s had a positive impact on their work. They also want to create on mobile devices, with tablets being an up-and-coming device of choice. Survey respondents also said “app development” is the #1 sought-after skill in the upcoming year.

Social media is becoming a top source of inspiration. Gone are the days that we relied solely on museums and trade publications for inspiration. Twice as many creatives see social media as the best source of inspiration compared to more traditional sources. And almost 1/3 cite inspiration and collaboration as their top reasons for participating in online creative communities. And it is interesting to learn that, when it comes to online creative communities like Behance, “inspiration” and “collaboration with others” are valued even more than things like self-promotion or job prospecting.

With opportunity comes great responsibility, and the pressure is on. When we asked, “what keeps you up at night,” the top answer was “pressure to deliver creative ideas and content faster than ever.” This pressure is on top of a lot of change in their roles and the industry: Almost half think their own role will change in the next year, and over three quarters say the industry is changing rapidly with new technologies as the top driving force behind the change.

Versatility and Optimism! 96% of Creatives surveyed are happy in their careers and 88% believe they have a strong influence on their companies and clients. Quite striking, and I’m pretty sure that there isn’t another career out there that would have those kinds of numbers. Creative work is a labor of love.

New Creatives Report - What Motivates You

I’m speaking at the Cannes Lions Festival of Creativity today. If you’re here, come stop by my session and let me know how our research strikes you – or you can connect with me on Twitter (@scottbelsky) or leave a comment here. Below you can check out the full study, very cool infographic done by Non-Format, and an Adobe Voice piece with more details on the research. And if you’re curious about what Adobe is doing next, be sure to check out our big event on Wednesday. We have some fascinating stuff in the pipeline that my colleagues and I are excited to share…

The New Creatives Report – June 2014
Highlights of the findings via Adobe Voice

The New Creatives Report – June 2014 Infographic

A Funny Thing Happened on The Way to The Press Release….or How I Learned to Love Adobe Voice

AdobeVoice logo

Today Adobe Voice was launched, a new free “storytelling” app for iPad. The press release can be seen here.

We, here in the propaganda department of Adobe, had a chance to play with an early version. And this came about in an unusual way. As our press release for Adobe Voice went up the approval chain, it reached our CEO, Shantanu Narayen. Shantanu looked at the PR and said to me, “Where’s the Voice version of the press release?” Two things occurred to me at this point:

1.     Why hadn’t I thought of that?

2.     I guess that’s why Shantanu is CEO.

Anyhow, suitably chastised I got on the pre-release program, downloaded the app to my iPad and boldly set out to create my first “Voice Video”.  It was a revelation and 15 minutes later I’d created a pretty polished piece that supported the announcement. The app is very easy to use and there’s a touch of whimsy in the way you search for and select icons and music. It was a ton of fun.

On a way to a meeting with my boss that afternoon I bumped into Adobe’s Chief Marketing Officer, Ann Lewnes, in the coffee room. I showed her my creation on my iPad. She thought it was great but then said: “Get Alex Amado to do the voiceover”. Alex is Adobe’s creativemeister, working on the look and feel of the marketing campaigns that support Adobe products. He also moonlights, on many Adobe official videos, as our voiceover man. I was slightly taken aback, what was possibly wrong with my voice?

I went home and showed my wife and our 15 year-old son, Connor, my Voice Video. His first reaction: “Dad, you sound ridiculously Scottish…..were you hamming it up?” So now it all made sense. Even after 17 years in California, when confronted with talking into a microphone, I had defaulted into Rob Roy McGregor. Connor then whisked the iPad out of my hands and started to create his first Voice Video in support of a high school book report.

Back at Adobe’s San Jose HQ the next day, Alex sent Ann a new version of the press release Voice Video, using a preposterous faux-Scottish accent that halfway through seemed to morph into a slightly raddled 18th century Dubliner. This caused much hilarity and sharing internally.

So why do I tell you all this? Adobe Voice seems to be one of those apps that really does engage, spark conversations, and prompt viral sharing. Everybody who sees a Voice Video immediately wants to access the app and try it for themselves. So here’s Alex’s finished Video….and I do have to admit it’s better than mine.

This is just the first version of Adobe Voice and the team is looking forward to hearing your feedback and seeing where the feature set should go. Myself, I’ve already requested the Scottish Accent Dampening Algorithm, which I’m sure our busy and talented audio engineers are hard at work on! Download the app here.

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