Adobe Premiere Pro's 25th Anniversary

Adobe Premiere Pro wanted to celebrate its 25th Anniversary with current and future fans on social. We wanted to come up with a campaign that engaged with the software and reminded them how awesome it was. We collaborated with musicians Imagine Dragons to launch the first of its kind fan-edited music video contest. Fans received professional quality music footage and were asked to submit their cut.

My role: Art Direction, Visual Identity, UI & UX.

CW: Natalie Suzuki, CD: Tony Johnson, Producer: Claire Fontana

Results
The most successful campaign for Adobe to date with:
1.5 Billion Global Impressions (Cross Platform)
242 Global Press Articles
5.5 Million Fan Engagements Across Social
8,836 Video Submissions
80K Downloads of the Video Package
677K Site Visits to Makethecut.adobe.com
6,047 Submissions Used Adobe Stock

2 Cannes Bronze, 1 Shortlist, 6 Clios, 1 Webby, 3 Shorty Awards