Problem & Solution
Adobe wanted to celebrate Premiere Pro's 25th Anniversary on social media in a big way. So we collaborated with musicians Imagine Dragons to launch a unique music video contest. Fans were given access to pro-quality footage and were asked to submit their cut to win up to $25,000. Participants were in love. It's rare for amateur editors to work with such high quality footage, and brand affinity increased.
Art Direction, Visual Identity, UI & UX.
1.5 BILLION global impressions, 242 distributed global press articles, 5.5K fan engagements across social, 9K video submissions, 80K downloads of the raw video files, 677K visits to microsite.
///////// CW: Natalie Suzuki, CD: Tony Johnson, Producer: Claire Fontana
🏆Lions: Bronze in Social Media/Influencer Category
🏆Lions: Bronze in the Brand Experience & Activation
🏆Lions: Shortlist PR
🏆Webby Awards: People's Choice - Best Use of Video or Moving Image
🏆Shorty Awards: First in Online Community
🏆Short Awards: First in Call to Action
🏆Shorty Awards: Gold in Contest or Promotion
We teamed up with director Matt Eastin to get exclusive, uncut video footage of the music video "Believer". Fans had 25 days to make their cut. Then we judged to see who got the $25,000 grand prize and the other 5 who got $10,000. For contest details visit makethecut.adobe.com
We needed a place for participants to get the 411 to contest rules, download the footage, submit their cut and view winners.
The site was responsive and optimized for mobile.
We announced the contest, our judging panel and reminded fans of the fast approaching deadline. We also teamed up with Adobe superstar editor Jason Levine to give a rad Premiere Pro tutorial involving the footage. The videos received over 29K views.
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