Adobe Digital, Case study Make A Masterpiece [case film] by Goodby Silverstein & Partners San Francisco

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Make A Masterpiece [case film]

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Industry Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Will Elliott, Patrick Knowlton
Art Director Bennett Austin
Copywriter Jordan Dodson
Production Emotion Studios
Director Glen Janssens
Released June 2016

Awards

Cannes Lions 2017
Cyber Web Platforms: Microsite Silver Lion

Credits & Description

Title: Make A Masterpiece
Agency: Goodby Silverstein & Partners
Brand: Adobe
Country: USA
Entrant Company: Goodby Silverstein & Partners, San Francisco
Advertising Agency: Goodby Silverstein & Partners, San Francisco
Co-Chairman: Rich Silverstein (Goodby Silverstein & Partners)
Interactive Producer: Severin Sauliere (Goodby Silverstein & Partners)
Jr. Communications Strategist: Chloe Bosmeny (Goodby Silverstein & Partners)
Business Affairs Manager: Heidi Killeen (Goodby Silverstein & Partners)
Account Manager: Molly Navalinski (Goodby Silverstein & Partners)
Creative Director: Will Elliott (Goodby Silverstein & Partners)
Creative Director: Patrick Knowlton (Goodby Silverstein & Partners)
Senior Communication Strategist: Caitlin Neelon (Goodby Silverstein & Partners)
Art Director: Bennett Austin (Goodby Silverstein & Partners)
Account Director: Theo Abel (Goodby Silverstein & Partners)
Brand Strategist: Etienne Ma (Goodby Silverstein & Partners)
Communication Strategy Deputy Director: Dong Kim (Goodby Silverstein & Partners)
Research & Analytics Director: Cassi Husain (Goodby Silverstein & Partners)
Copywriter: Jordan Dodson (Goodby Silverstein & Partners)
Senior Designer: Tana Cieciora (Goodby Silverstein & Partners)
Director Of Graphic Services: Jim King (Goodby Silverstein & Partners)
Communication Strategist: Natalie Williamson (Goodby Silverstein & Partners)
Digital Artist: Mike Campau (Goodby Silverstein & Partners)
Digital Artist: Karla Cordova (Goodby Silverstein & Partners)
Digital Artist: Jean-Charles Debroize (Goodby Silverstein & Partners)
Digital Artist: Ankur Patar (Goodby Silverstein & Partners)
Digital Artist: Erik Almas (Goodby Silverstein & Partners)
Director: Glen Janssens (Emotion Studios)
Editor: Jae Lee (Emotion Studios)
Producer: Brady Fiero (Emotion Studios)
Senior Colorist: Will Smith (Emotion Studios)
Senior Producer: Lori Muttersbach (Emotion Studios)
Mix And Sound Design: Dave Baker (Elevel)
Av Director: Luke Dillion (Elevel)
Music Supervisor: Todd Porter (Goodby Silverstein & Partners)
Strategy:
Brand choice in the stock category is driven by habit, not by preference. Since 70 percent of images are the same across stock-photography providers, differentiation across the category is limited. Creatives end up sleepwalking through their search for the right photo on whatever site they’ve arbitrarily latched on to. We knew we needed to do something awe inspiring to jolt creative professionals out of their stupor—something they could dig deep into and that would inspire them to explore the design possibilities available through Adobe Stock. Adobe isn’t fundamentally a stock service. They’re a company that powers creativity. So in a category that is often regarded as the antithesis of creativity—a part of the process that artists and designers find frustrating and time consuming—we needed to show how Adobe continues to fuel creativity, even through stock photography.
Synopsis:
Adobe asked us to launch their new stock photography service, increase awareness of the site among creative professionals by triple and surpass image-sales projections. Their service, Adobe Stock, was integrated within Photoshop. Creatives could search and use images faster and easier than ever before. The problem? Their stock photos were the same exact stock photos available on every other stock website. And creatives didn’t want to think about stock photography. So instead of focusing on selling generic stock photos, we needed to find a way to show creatives what was possible when all their tools, now including stock photos, were in one place.
Outcome:
Awareness of Adobe Stock among creative professionals tripled during the “Lost Masterpieces” campaign.“Lost Masterpieces” helped Adobe Stock photo sales increase by 33 percent.Adobe reported 460,000 new visitors to the Adobe Stock website during the “Lost Masterpieces” campaign.There were 40 million online video completions during the “Lost Masterpieces” campaign.
Campaign Description:
Creatives don’t care about stock photography. But every creative cares about art. “Lost Masterpieces” challenged five of the world’s greatest digital artists to take art by Caravaggio, Rembrandt, Schinkel, Kahlo and Vermeer that have been completely lost to time and re-create them using only Adobe Stock images. The results were re-creations of lost masterpieces—made from thousands of stock photos—that without a second glance could pass for the originals. When creatives saw these re-creations of masterpieces back in the frames they once filled, they could also explore the stock photography that was used to make them. They saw that with Adobe Stock added to the creative process, you can create anything, even art that has been missing for hundreds of years.
Execution:
Each re-created masterpiece was displayed in pop-up art galleries and online, and viewers were showed the re-created masterpiece right beside the original, along with the story behind how it went missing and the stock photos used to re-create it. Users could explore the re-creations layer by layer to see the individual stock images used. Behind-the-scenes footage and time-lapse videos showing how each masterpiece was made served as online video and interactive-banner ads on websites that creatives visit for inspiration. Interactive take-overs showing side-by-side comparisons ran on websites where creatives were waiting for files to upload. Print ads showed flip-book-style time-lapse videos of the re-creations that led into views of the final artwork. The “Lost Masterpieces” campaign ran from June 2016 through January 2017.