Viral Now: Adobe celebrates 25 years of Photoshop

By Sohini Sen , afaqs!, Mumbai | In Digital | February 26, 2015
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The company has released a campaign to pay tribute to motion pictures on the eve of Oscar Awards.

Adobe is celebrating the 25th anniversary of its flagship offering - Photoshop. And what better way to do it than by paying an ode to the one industry which has used it to create artistic genius, year after year?

The new campaign is Photoshop's ode to motion pictures, and was released during the Oscar Awards presentation on February 23. Set to Aerosmith's song 'Dream On', the video is a montage of photoshopped pictures used during the post production process of various films such as 'Avatar,' 'Gone Girl,' 'The Hobbit,' 'How to Train Your Dragon 2' and 'Shrek.' It shows how Photoshop has helped create an illusion of mystery in certain scenes, and changed the tonality of images in certain others. The video also includes Photoshop work from Adobe's creative community over time.

Created by Adobe's ad agency Goodby Silverstein & Partners, the film uses the database from Adobe-owned Behance. Furthermore, the company will also showcase 25 of the most creative visual artists under 25, who use the programme. The film has been viewed 1.4 million times in three days.

While the campaign was released during the Oscar Awards ceremony, it will also be played out in 'Jimmy Kimmel Live,' news segments and morning TV shows. Meanwhile, reports suggest that the company is also sponsoring paid online ad placements on websites featuring coverage and commentary about the Oscars - including Variety, The Hollywood Reporter and ABC, as well as paid promotions on Buzzfeed and Twitter.

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