Best Computer: Software Social Media Campaign

Millions of images are created every day with Photoshop. They tweak, toggle, transform, and even transmogrify. But Photoshop is so much more than manipulation. You can create almost anything. From art to animation, it’s practically magic.

So how do you unlock the power of Photoshop. How do you unleash the creative potential in our users? How do you turn Photoshop manipulators into Photoshop Magicians?

We created a game INSIDE PHOTOSHOP.

Seven custom images from artist Matteo Basini. Over a thousand layers of interactivity. And one incredible story of a magical kingdom filled with riddles, puzzles, and mystery.

Launched on Facebook, the files were downloaded directly into Photoshop. Players had to use all their Photoshop skills to unravel the mystery. Or learn new ones, including 3D modeling and Action Scripting. They collaborated on Facebook, sharing tips, tricks, and even their original artwork as they pieced together clues and unlocked new parts of the story.

Players were able to interact with the characters directly in the comments. And on the final day, they were even able to speak to the Mad King live via a theatrical Facebook Live performance.

In the end, over 5,000 players discovered the mystery of a kingdom divided and a king gone mad. And resulted in over 800k engagements, 25 millions impressions, and over 2 million views of our teaser video and Facebook Live performance.

But most importantly, Photoshop magic became core skills that our players could now use every day. Thousands of Photoshop manipulators became Photoshop magicians.

Contributors:

Chief Creative Officer:	Tom Parker
Creative Director:	Tony Johnson
Senior Art Director:	Teela Shandess
Art Director:	Mike Butler
Copywriter:	Justin Reagan
Executive Producer:	Claire Fontana
Producer:	Kirsten Golden
Motion Designer:	Kevin Brown
Account Executive:	Jessica Huck
Principal Product Manager, Digital Imaging at Adobe:	Lex van den Berghe

EDELMAN

Location: USA