Problem
Adobe came to us looking for a way to celebrate Premiere Pro's 25th Anniversary on social media. 

Solution
We collaborated with musicians Imagine Dragons to launch the first ever fan-edited music video contest.  Fans received professional quality footage and were asked to submit their cut for a chance to win $25,000. Many of the fans had never worked with high quality footage and they were given a chance make it even better with their creativity and our software. The program was a total success and users engaged with Premiere Pro and were reminded how amazing it is. 

My Role
Art Direction, Visual Identity, UI & UX. 

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

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

 

The Work

We teamed up with director and editor Matt Eastin to get exclusive, uncut music video footage of the music video "Believer".  Fans had 25 days to make their cut. A panel of judges—including the band, editor/director of Imagine Dragons “Believer” Matt Eastin, Adobe’s CMO Ann Lewnes, and top editors Kirk Baxter, Billy Fox, Vinnie Hobbs and Angus Wall— selected the ultimate winner of the $25,000 Grand Prize.

For more information visit makethecut.adobe.com

 

Website

We designed a website to give fans a place to get all the information they needed. Here they could learn about the contest, download the footage, submit their cut and review the winners. The site was responsive and optimized for mobile.

Social Media

We used Facebook and Twitter to get the word out. Here we launched the contest, announced our judging panel and reminded fans of the deadlines.  

We also teamed up with Adobe superstar editor Jason Levine to give a tutorial on how to use the footage for people less familiar with the software. The videos received over 280,000 views. 

Display Ads

To promote the contest, we sent out emails and bought some Google Display banner ads.

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The Winner