Adobe researchers know that when single-app customers learn a second app, they're not only likely to upgrade their subscription to all-apps, they're more likely to remain customers of all Adobe products in the longterm. Our mission was to convince Adobe's large number of Photoshop and Illustrator users to learn After Effects, the industry standard for motion design. Artististic-types often fear the more technical aspects of After Effects, we tailored a how-to content series aimed directly at them.
I led an internal team to design, write, and promote Fearless Motion, a content series aimed at attracting Ps & Ai users by centering instruction around what they already know: layered artwork.
"Friends, After Effects will give you the power to make your art move in eye-catching, thumb-stopping ways. The interface might look overwhelming, but stick with it! We’re going to give you everything you need to successfully navigate After Effects as a newbie, and make a super shareable, social-ready, ten-second animation from the jump. The great news is that from here on out, it will only get easier every time you open it."
Centralizing artwork. And artists.
You can teach After Effects with virtually any set of assets. For this audience, compelling artwork is the starting point and the thing that will keep them alight through the slog of learning something that doesn't come easy. Instead of starting with their Ae journey with the dreaded wall off gray, each article got them started with exciting free layered artwork from a different celebrated illustrator. The diversity of artwork demonstrated how the skills they were learning could be applied to anything.
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