Adobe Stock Film Festival
Adobe
Issue 57 | December 2020
Agency
72andSunny Los Angeles
Creative Team
Co-Founder, Creative Chairman Glenn Cole Executive Creative Director Matt Murphy Creative Directors Lauren Smith, Kristian Grove Moller, Tim Bateman Writer Sydnie Johnson Jr. Writer Maddi Wagner Sr. Designer Isabella Caruso
Production Team
Film Creators Classified Jasmine McCullough The Portal Graydon Sheppard, Muya Anthony Gaddis, Wilding Vivek Vadoliya Possibilities Daniel Koren We Fight But You're Fabulous Daina O. Pusic Little Duck Zae Jordan Across the Triangle of Thought Thomas Macvicar Home Pablo Fusco The Bubble Taylan Yilmaz Wonderful Lives Yukihiro Shoda Sweet Escape Kelsey Rath How to be Creative Monica O’Hara + James Hurley
Other Credits
Adobe Chief Executive Officer Shantanu Narayen Chief Marketing Officer Ann Lewnes Vice President, Global Marketing Monte Lutz Vice President, Brand Marketing John Travis
Date
July 2020
Background
The creative industry tends to brand stock footage as cheesy and boring, but Adobe Stock couldn’t disagree more. With artists and filmmakers out of work, productions on hold, and everyone stuck at home, Adobe saw this as the perfect opportunity to show the world how creative you can be with stock footage.
Idea
Adobe created the first ever virtual film festival made entirely with stock footage.
They asked 13 filmmakers from around the world to tell a story about what creativity means to them. No cameras. No crew. Just their imaginations and Adobe Stock. Their stories were as diverse as the filmmakers telling them. From a coming-of-agecoming- out story to a hilarious cartoon about a tiny duck. Proving that regardless of pandemic-level restrictions, whatever the creative mind can imagine, it can be made with Adobe Stock.
Results
The festival was a huge success, picked up by everyone from Adweek to The Hollywood Reporter. It had over 1.5 million viewers, 80,000 of those in the first five minutes.
Adobe’s brand awareness jumped by over 50%. It inspired over 3,000 new creatives to purchase and subscribe to Creative Cloud.
Our Thoughts
It was Churchill who remarked, “Never let a good crisis go to waste” and they have taken his advice to heart at Adobe. Many creative people have seen the pandemic as a chance to learn (through free webinars and online training resources) and to try new things like film-making. The 12 comprise one comingof- age story, three alternative realities and nine “heartfelt narratives”. Personal favourite is Daniel Koren’s “Possibilities”, which you can find on YouTube.