Express yourself through movement – Adding some colour to the Adobe ‘Capture’ app launch.


Express yourself through movement – Adding some colour to the Adobe ‘Capture’ app launch.

The challenge.

Reaching a highly creative audience who’ve ‘seen it all before’ is never easy. So for Adobe’s ‘Capture’ mobile app, developing a creative idea that not only engages with creative people, but uses the ‘product’ in some way, was always going to be a challenge. The Capture app is part of Adobe’s existing Creative Cloud offering. It makes it easy for anyone with a smartphone to make their own unique design assets, no matter where they are – whenever inspiration should strike them.

Now all we needed to do was tell a story about capturing assets anywhere, in a unique way.

A moving story.

Our creative team was full of experimental ideas for the video, but one stood out – recruiting a dance performance act that wouldn’t mind getting a little creative with brightly coloured powder and liquid paints.  The concept was ‘express yourself through movement’. Using paint, each dance move would form a colourful explosion on a pure white background.

During the video shoot, the Capture app was used by the founder of the dance group to take images of the colourful marks the dancers created. He was then able to produce a library of assets including patterns, colour themes, looks and graphics which are available for anyone to download and use in their own creative work.

As part of the wider campaign, we designed a landing page that included an embed of the video and a fun guide on how to use captured assets, such as creating your own poster.

To reach such a varied creative audience, including those with interests in dance and music, we designed and built html emails, partnering with Time Out and Ticketmaster to broadcast emails out via their audience. We also reached out to the Adobe creative professional database, helping to raise awareness of the Capture app to those with a free trial or paid membership of Adobe Creative Cloud.

Behind the scenes…

Watch how the film came together as we take you behind the scenes and share ‘the making of’ the Adobe CC Asset Lab video.