Adobe product teams nailed it again. After wowing investors and users with Generative Fill in Photoshop, they were now ready to unveil Generative Extend in Premiere Pro. Our job was to show off the magic to everyone.
On a big product release like this one, we start with a messaging framework as part of a kick-off process.
Once the messaging is blessed by all parties (product especially), budgets are released and we go to work on a shoot.
After the shoots, we edit, animate, design, and write for dozens of marketing channels.
Channels include Adobe's own surfaces where new feature usage is closely tracked.
In-app surfaces give us a chance to quickly show users where to find it and what to do.
Beyond digital surfaces, our core creative is leveraged at major industry events where some of the most important brand touch-points occur between industry leaders and press.
Here's the full 60s sizzler for organic social, press releases, and demo surfaces.