Adobe Photoshop on UK TV: The anatomy of a campaign
3 minute read
Adam Mitchell, another attendee of the Sookio Bootcamp, explores the impact of Adobe's iconic Photoshop tool on British telly.
“Creativity can affect the way we see the world, expand our capabilities and bring us together, even in the most challenging of times”
– Simon Morris (Senior Director)
Amid the daunting times of living in the middle of a global pandemic, nothing stops the creativity of making travel more exciting and engaging than Adobe’s new ad campaign “Fantastic Voyage”. This funky advert has been produced using an incredibly powerful software development program: your imagination.
What were the key messages in the campaign?
With Adobe’s first ever UK TV ad for Photoshop in full swing, it’s clear that they want to make their mark, pointing out that while it is always best to stay at home (as it was filmed before Covid-19), there are still ways to find that creative spark during lockdown. That you can take something as simple as a commute to work, and create something magical and awe-inspiring. Showing viewers that anything is possible, and that the only thing holding you back is yourself.
“Nothing is off limits to your imagination. ‘Fantastic Voyage’ showcases Adobe Photoshop as more than just a tool, it’s a vehicle to help you reimagine our worlds canvas”
– AJ Joseph (Creative Director)
What makes it so inspiring?
Their slogan, “Creativity for All”, is a subtle reminder that creativity has no limits and is never defined by someone’s age, weight, colour or gender. There has never been a better time than now to see things in new perspectives, by playing with reality and igniting the flair and raw talent in people that can portray a powerful message in a world at uncertain times.
What was the impact of the ‘Fantastic Voyage’?
The advertising and marketing agency 72 and Sunny (LA) have worked with big brands such as Maserati, Citroen, Adidas, B&Q and now add Adobe to that illustrious list. At just over a minute long, the video amassed 543,000 views on YouTube as well as 8.7k likes and over 4,000 shares on Facebook in the first two weeks.
Adobe tend to focus on areas where they can influence people to step outside their comfort zone. While it is different from their previous campaigns, the same objective still remains the same: to create and inspire. Other campaigns such as ‘Glowing, Glowing, Gone’ focus on motivating people to take action against climate change through creativity.
Working with the non-profit organisation The Ocean Agency, Adobe and The Pantone Colour Institute are trying to spread awareness about the Coral reefs in Australia that are under threat as well as the vibrant species that live there.
What is the call to action?
Adobe are asking people to express their imagination however wild it may be. They are giving you the freedom to create anything beyond your capability and inspire you to create things that can shine a light in a time of darkness.
In a world where people feel like they are left without a voice, our imagination can be the key that takes off the constraints and limitations that the world has shone over us. It is a place where thinking outside the box is the only way to produce things that have never been discovered. Only you have the power to find it.
“From a train journey to a ‘fantastic voyage’, with the magic of Photoshop there are no limits placed on how the world can be reimagined and stories can be told.”
– Simon Morris (Senior Director)
