ADOBE · MAKE THE CUT

The Challenge: How do you get a new generation of creators to try a 25-year-old professional editing tool?

The Move: Give them one of the biggest bands in the world, a hit song, and the first-ever open-source music video... all of it. Every shot. Every angle. Every note. And challenge them to make it their own.

The Return: 1.5B impressions. Nearly 10,000 submissions. 13K+ new Premiere Pro users. And 64% of submissions came from 18–25-year-old editors.

Together with Adobe, Imagine Dragons, and Interscope Records, we pulled off an exhilarating, multi-touch, fully-integrated marketing & PR program that presented Premiere Pro’s 25th anniversary message to a global audience via Adobe.com, social (organic & paid), email, influencers, microsite, customer support, and event extensions. We reached 1.5B fans globally through social and earned media including 677K site visits to makethecut.adobe.com from 160 participating countries, 80K downloads of the footage, 242 global press articles and 13K new Premiere Pro trial downloads. ⌁

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