Adobe Systems Incorporated

A Photo Plan, A Creative Campaign, and A Social Media Award

In late 2013, Adobe announced its Photoshop Photography Program. Yesterday morning, in San Francisco, at the Forrester Marketing Leadership Forum, the Photoshop Photography Program was awarded a Forrester Groundswell Award in the Business-to-Consumer Social Relationship Marketing category.

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In September 2013, Adobe announced its Photoshop Photography Program available to customers who owned Creative Suite 3 or later. The program, created for photographers, combined Photoshop CC, Lightroom 5 and Behance ProSite in a discounted bundle for $9.99 per month. The offer became wildly popular. In November 2013 Adobe opened it up to everyone.

To let people know, we used original creative and a sense of humor on our social channels. The announcement poked fun at the company’s previous restrictions on subscription upgrades and touted that, for the first time, this program was available to EVERYONE. An approachable cast of characters (sasquatch, robots and designers alike) illustrated the low barrier to entry and the cheeky, friendly approach of the social campaign caught the attention of our customers–and the members of the Forrester Research team.

Adobe’s primary business goal was to drive awareness and adoption of the Photoshop Photography Program and to reduce negative sentiment in response to the shift to the Creative Cloud business model. The program performed extremely well, exceeding (more than tenfold) initial social sales goals, engagement rates, positive sentiment, and reach statistics.

Read the details of our Forrester Groundswell Award submission and learn why the strategy and approach of the Photoshop Photography Program social campaign stood out from over 100 applications submitted from around the world.

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Photoshop Live–Charlie and The 3D Egg

This is the story of how one bored chick named Charlie learned how to 3D-print his own eggs using the new 3D printing capabilities in Photoshop CC; and how you could win your own exclusive egg (designed and printed by Charlie) by visiting our pop-up studio in East London where we’ll be displaying 25 designer interpretations of the egg alongside live 3D-printing demos.

Charlie and the 3D egg

Charlie, a keen designer, decided to create an egg of his own. Inspired by Behance he used Adobe Creative Cloud (and Photoshop CC) to 3D print his very own eggs. Because something worth doing, is worth doing beautifully.

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The 3D printing story

So how did Charlie print his own egg? Well, Adobe Photoshop CC can now be used to create, color and texture 3D models, including those produced in other 3D modeling programs. Photoshop CC has support for beautifying a 3D model and then printing it with amazing results. We’ve removed the complexity of the process; all you need to do is select the desired printer and material, and click print. Download a free trial.

How to get your very own 3D egg

To get your claws on one of Charlie’s exclusive 3D eggs, simply tweet using #CreativityForAll and tell us what creativity means to you. We’ll choose the best comments and send the lucky winners their own 3D printed sandstone eggs!*

25 designers and 25 eggs

Charlie isn’t the only one printing eggs. To showcase the new 3D printing capabilities of Adobe Creative Cloud, we commissioned 25 innovative designers to create their own interpretation of the classic egg. We’re exhibiting these eggs and a whole load more at our pop-up studio:

10:00 am–5:00 pm 11 & 12 April   |   11:00am–4:00pm 13 April
Shop 7, The Old Truman Brewery, 91 Brick Lane, London, E1 6QL

Come down and say hello, find out more about Adobe’s latest offerings, see a 3D designer in action, 3D printers producing eggs on demand and, who knows, maybe even Charlie hard at work…

A few of the designs we’ve seen so far (check back for updates as the eggs are printed):

Design by AnotherExample.

Design by AnotherExample.

Design by Metin Seven.

Design by Metin Seven.

Design by Craig Francies.

Design by Craig Francies.

* Terms and conditions
The competition is limited to the UK, Ireland, France, Germany, Austria, Switzerland, Belgium, the Netherlands, Luxembourg, Sweden, Norway Finland and Denmark and closes 9:00am GMT on 14.04.14. Prizes limited to one per person. (Details of participation.)

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We’re Here! Team Adobe at NAB 2014

Today the Adobe Pro Video team kicks of our presence at the 2014 National Association of Broadcasters (NAB) show in Las Vegas. NAB is the biggest North American tradeshow of the year for us and we’ve been looking forward to it for months.

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The product teams have been working tirelessly on all the new features that were revealed last week and we can’t wait to show them to you. If you’re attending NAB, be sure to stop by the Adobe booth and say hello (SL3910 in the Lower South Hall of the Las Vegas Convention Center), check out all the new updates in the demo pods, and ask questions. We have a packed schedule on our main stage too including presentations on what’s coming next to Creative Cloud for video as well as some of the fantastic things other filmmakers, post houses, and broadcasters are doing with the Creative Cloud tools. (Hint: If you want to see zombies from AMC’s The Walking Dead, come by to see Sam Nicholson from Stargate Studios.)

Speaking of customers, I was lucky enough to moderate a really engaging keynote panel “Breaking the Rules: The Next-Gen Content Creator” at Post|Production World last weekend where customers Ryan Connolly (Film Riot/Triune Films), Kanen Flowers (That Post Show/That Studio) and Peter Salvia (YouTube Nation) talked about the next generation of media creation and bypassing traditional broadcast outlets. For more on the keynote, check our highlight video.

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In addition to Adobe’s booth at NAB—where attendees can see all the goodness coming soon to Adobe Creative Cloud for video—they can also find Adobe Creative Cloud (and specifically Adobe Premiere Pro) being demoed in over 130 partner booths across the NAB show floor. The partner ecosystem is integral to bringing the fastest, most powerful and streamlined workflows to Premiere Pro customers so its an incredibly big focus for the Adobe Pro Video team. And there’s so much more to come: The one-and-only Al Mooney will be presenting at the Las Vegas Supermeet later this week and we’ll be interviewing product team members and customers.

If you’re not in Vegas, we’ll bring Vegas to you—all week long: Stay tuned to the NAB 2014 Channel on Adobe TV for a front row seat to the latest from the show; and make sure to catch our special NAB Ask a Video Pro session on Thursday, April 10 at 10:00 am PT. Jason Levine will be demoing the latest innovations coming to the Creative Cloud video apps like Premiere Pro and After Effects during “What’s coming next in Creative Cloud for video” a one-hour overview and Q&A. Join us. Register free.

Check out our short  demo videos of the top new features coming soon to our Pro Video tools:
Premiere Pro CC
After Effects CC
SpeedGrade CC
Audition CC
Adobe Media Encoder CC

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Revealing The Next Wave of Innovation in Pro Video Apps

Creative Cloud delivers the complete filmmaker’s toolkit at NAB 2014

Editing and video content creation workflows are about to get easier and more exciting, with major updates coming soon to Creative Cloud, bringing more Adobe magic, expanded support for cutting edge technologies, and an even more connected creative experience. At NAB 2014 Adobe will preview the next wave of innovation in pro video, including Adobe Premiere Pro CC, Adobe After Effects CC, Adobe Prelude CC, Adobe Audition CC, Adobe SpeedGrade CC, Adobe Story CC Plus, Adobe Media Encoder CC and Adobe Anywhere for video. (See what we have planned for NAB 2014.)

Creative Cloud delivers the tools you need to build the right pipeline for every project. Move content smoothly between applications and between users as you craft the final result.

Creative Cloud delivers the tools you need to build the right pipeline for every project. Move content smoothly between applications and between users as you craft the final result.

A more powerful NLE
The Adobe pro video applications already set the standard for integration, and the next wave adds even more interoperability. Two major new features in Premiere Pro leverage After Effects technologies to enable editors to do even more within their NLE. With Live Text templates, users can modify text in After Effects compositions without leaving Premiere Pro. Powerful new Masking and Tracking in Premiere Pro make it easy to add feathered masks that follow a subject through a shot which makes it a breeze to add an effect to a moving object, or to blur out faces or logos for the duration of a shot. Both features include support for Dynamic Link so clips with Live Text templates or Masking and Tracking data can be opened in After Effects for additional fine-tuning or additional animation.

With the new Master Clip effect feature, changes that are applied to a Master Clip ripple down to every part of that clip in a sequence—so there’s no need to copy and paste effects to each clip individually. The Premiere Pro update also offers a faster editing workflow with improved handling of large projects and accelerated sorting and searching in the Project panel, as well as enhanced graphics performance with support for a wider range of GPUs, including GPU debayering for RED media.

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“Premiere Pro offers industry-leading support for the latest file formats and hardware, so that today’s editors can handle almost anything you can throw at them, whether it’s 4K RAW material, or  footage from one of the new cameras, like the ALEXA AMIRA,” said Al Mooney, senior product manager. “And with all the new integrations between Premiere Pro and other Creative Cloud tools and services, editors have never had more creative power at their fingertips.’ (Watch this preview of the Premiere Pro update.)

A more connected After Effects
Along with the new Live Text Template and Masking and Tracking integration with Premiere Pro, After Effects artists will love the new keying effects for getting better results from compressed or poorly-shot blue- or green-screen footage with the new Key Cleaner effect, especially in conjunction with the new Spill Suppressor effect for controlling color spills.NAB3_KeyCleaner

The After Effects update also includes Kuler integration, so users can capture colors on an iPhone or in a browser and save them as color swatch themes, to use in motion graphics compositions, or as references for VFX work. In addition, Adobe Typekit integration provides access to over 700 fonts in the Typekit library, and the improved Media Browser makes it easy to navigate, including complex media types, such as P2 and XDCAM material.

“From high profile projects, like the The Walking Dead, to repairing shots in independent features, we’re seeing fantastic visual effects work being done in After Effects,” said Steve Forde, principal product manager. “Features like the new keying tools bring a little more of that Adobe magic into the workflow and allow artists to move through shots that much more easily.” (See the After Effects update preview video.)

The complete filmmaker’s toolkit
The new updates also offer a more flexible Direct Link color pipeline between Premiere Pro and SpeedGrade, the powerful grading application included with Creative Cloud.  The Direct Link integration now includes the ability to toggle the Lumetri effect on and off inside SpeedGrade and hide or show tracks or adjustment layers for an easier overview of complex timelines. The new Master Clip effect in Premiere Pro also works in SpeedGrade so grading adjustments applied to one part of a master clip automatically affect all the other parts of that clip on the timeline. With new broadcast standard scopes, including a new YUV Vectorscope, and more refined grading tools it’s never been easier to bring cinematic brilliance to video projects. (See what’s coming to SpeedGrade in this short video.)

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Adobe Audition, the Creative Cloud audio editing application, introduces support for Dolby Digital and Dolby Digital Plus, making it easier to create deliverables for broadcast, along with enhance multitrack and custom channelization, so users can create audio with as many channels as required. The new update to Adobe Prelude, the ingest and logging app, introduces a Tag Panel, an innovation that dramatically speeds up shot logging by allowing users to create color-coded tags that can be added to footage with a single click. Building rough cuts in Prelude gets a lot simpler, too, with drag-and-drop assembly, ripple trimming, and new keyboard shortcuts. (Watch the Audition overview video.)

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Adobe Story CC Plus, the scriptwriting and project planning app, now offers support for Live Entertainment workflows, allowing broadcasters to customize scripts for programs with music-driven scripting and camera movements. Along with support for a huge range of formats, the new Adobe Media Encoder update can create DCPs for playback on Digital Cinema systems, and AS-11 content packages for creating broadcast deliverables. New fault-tolerant rendering auto-heals red and black frame issues without holding up your render queue. (Check out this Media Encoder preview video.)

Open to working Anywhere
Adobe Anywhere for video is a collaborative workflow platform that empowers Premiere Pro, After Effects and Prelude users to work together using centralized media and assets across standard networks. Adobe Anywhere is a separate offering from Creative Cloud, but support for connecting to Adobe Anywhere is already built in for every seat of Premiere Pro and Prelude—as well as early access integration for After Effects. New features for the next Anywhere update include Hot Backup, providing real-time back up of the Collaboration Hub; Rough Cut Support, making it easier to start editing rough cuts in Prelude and finish sequences in Premiere Pro; and improved integration with After Effects which allows you to use Dynamic Link in Anywhere productions to place After Effects compositions in Premiere Pro sequences.

“We live in an incredible time with industries moving away from narrowly-defined roles to a much more dynamic, more connected creative process,” said Bill Roberts, senior director or product management. It’s no exaggeration to say that to make a film today, all you need is a camera, a laptop, and Creative Cloud.”

Creative Cloud for everyone
There is a Creative Cloud plan for everyone, including monthly or annual individual memberships, Creative Cloud for teams (ideal for small businesses because it makes it easy to add or remove seats depending on how many staff are involved with a project), enterprise and education.

To learn more about the next wave of innovation in Creative Cloud for video, register for our special online webinar Thursday, April 10, 2014.

Download our NAB 2014 What’s New PDF.
For news, highlights and interviews from NAB 2014, follow #TeamAdobe on Facebook and Twitter.
Sign up now for Creative Cloud membership and take advantage of special introductory pricing for Creative Suite owners.

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It’s Time for SXSW and Adobe’s Headed to Austin

SXSWWe’re packing our gear for the Education, Interactive and Film Festivals at SXSW 2014. Next week, web designers, developers, filmmakers, educators and social marketers will descend on Austin, Texas—and, this year, Adobe has something for everyone.

We’re sponsoring the Razorfish, #UseMeLeaveMe Digital Campground (March 7–March 11) at 1206 E 4th Street in downtown Austin. Stop by our daily afternoon Happy Hours, grab something to eat, listen to live bands, make a videogram postcard in our decked-out Airstream trailer, and get your hands on some innovative technologies.

If video’s your thing
Jason Levine, Adobe’s worldwide evangelist for video apps/Creative Cloud, is leading a start-to-finish workflow session titled “Capture, Cut, Color, Deliver.” Or, sit in with Adobe marketing manager, Meagan Keane when she moderates “Content Creation with Soul” with Soul Pancake CEO and executive producer, Shabnam Mogharabi and her team. And, finally, don’t forget to come by the Adobe booth; during the Film Festival we’ll be in Exhibit Hall 4 of the Austin Convention Center with live demos, presentations and Creative Cloud workflow experts discussing our innovative apps.

Designing developing for the web?
Friday March 7 in the Riverside Ballroom at the Radisson Town Lake we’ll be holding our annual All-Day Creative Camp for web designers and developers. In addition to the Typekit pop-up library we’ll have five sessions all with topics focusing on shaping the modern web and, since making it through SXSW requires constant refueling, we’ll also have food (sliders, petit BLTs, gourmet popcorn) and a Happy Hour during our final session of the day.

Educating the next generation
Attending the SXSWedu Festival? Check out “Creativity in Education: A Call for Transformation,” Adobe’s panel on fostering and inspiring creativity in a new generation. Also, don’t miss our Creativity in Education Meet Up to network  and learn about the proposed creative changes in education.

Keep tabs on Adobe during SXSW
Out desktop/mobile guide to everything Adobe at SXSW 2014

Or, just follow us on Twitter at @Adobe leading up to and during the festival, and join the conversation using #AdobeSXSW.

See you there!

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Live from Sundance: Adobe to stream filmmaker panel on January 17

The changing face of independent film

With today’s technologies, low budget no longer means low-quality for independent filmmakers. On January 17, 2014 Adobe will present a special panel discussion at the 2014 Sundance Film Festival where filmmakers will discuss their work, their workflows and why they believe that awe-inspiring storytelling and high production value are possible, on modest, or even micro budgets.

The panel will feature Jim Mickle, Kyle Alvarez, and HaZ Dulull. Director Jim Mickle has been earning critical acclaim for his gothic horror film We Are What We Are, which screened at Sundance in 2013 before seeing theatrical release. Writer and director Kyle Alvarez premiered his second feature at Sundance 2013. C.O.G. was released in theaters in September. Visual effects artist and director Hasraf ‘HaZ’ Dulull earned acclaim with his sci-fi short Project Kronos and now has a Hollywood feature film project in development.

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