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A befitting dream
It is no mystery to the world that Adobe Photoshop is one of the most popular and the best software for imagery. And when we think of the dynamic software, we envision top fashion models being airbrushed, highlighted, and made look better. But Adobe takes a ‘minute’ to remind us that there is much more that the image-editing software can do, it is much more dynamic than we can imagine,
Through its 60-second spot dubbed ‘Dream On’ Adobe has gone the extra mile in paying tributes to Photoshop and simultaneously challenging the next generation’s imagination
It is no mystery to the world that Adobe Photoshop is one of the most popular and the best software for imagery. And when we think of the dynamic software, we envision top fashion models being airbrushed, highlighted, and made look better. But Adobe takes a ‘minute’ to remind us that there is much more that the image-editing software can do, it is much more dynamic than we can imagine, it is magical and that’s precisely what it had portrayed in its overtly energetic and colourful spot that was released on its silver jubilee anniversary last year.
Titled ‘Dream On’, the 60-second spot was centredonthe immense creative capabilities of Photoshop in the domains of design, filmmaking and illustrations. Breaking the tag of fashion industry, the emphasis on former madeit worth a screening in the 2015 Academy Awards.
Being a purely digital film, the spot lived up to its name by the graphical excellence that was backed up by hypnotic images, colourfulbackdrops and intelligent contrast of tool effects in the software. But besides the visual distinction of the film, what kept the spot hurtling was the famous 1973 number by Aerosmith ‘Dream On’, which is also the title of the spot.
With the software’s excellence and exuberance, the ad managed to act both as a tribute to the software and a fitting challenge to the next gen designers, artists, photographers and filmmakers to visualize bigger and realise the vision through Photoshop.
Also, what’s the most practical thing that agency Goodby, Silverstein & Partners did was sourcing a major chunk of imagery (apart from the movie images) from Behance, the creative community owned by Adobe itself.While most of the imagery was picked for its artistic excellence, some of it was also picked up to sync the tempo of the ad with the lyrics of ‘Dream On’.To give the movie more action and motion and steer away from just a montage of images synced with music, the spot shows someone constantly manipulating the images using Photoshop, which also slyly puts in action the majestic capabilities of the photo-editing software.
From internet memes to retouching the best-in-class automobiles, Photoshop has proved to be an effective and versatile tool in giving life to creative imagination. Well, Photoshop is no more an unsung hero, the ‘Dream On’ spot has sung its praises loud and clear; it’s been more than a year since the ad came to light and its echoes are still very much alive.With ‘Dream On’ Adobe has explored a whole new horizon in creativity, standing by its brand image.Only one statement for Adobe, agency Goodby, Silverstein & Partners – You know how to win it.
