Adobe Photoshop: Dream On

Client: Adobe

AGENCY: goodby silverstein & partners

role: Motion designer

Software Used:

Adobe Photoshop: 25th Anniversary Dream On

Brief

Tasked by Adobe, Goodby Silverstein & Partners was entrusted with crafting a commemorative commercial to mark the 25-year journey of Photoshop. This commercial had a slot reserved during the Golden Globes, mere weeks away.
The core concept of the video was to highlight the variety of tools and features that make Photoshop a beloved creative powerhouse. It was a tribute to the boundless artistic possibilities the software empowers creators worldwide to explore.
With the iconic melody of Aerosmith's "Dream On" chosen as our audio backdrop, our meticulous process began. We deconstructed the song's lyrics and scoured Behance, curating artwork that resonated with each lyric. This endeavor involved contributions by over 100 artists from around the world.
The challenge was then seamlessly transitioning these chosen works into animations. We skillfully organized and prepared the design files, each a PSD, to be animated. We were mainly using frame-based 2D animation. Our motion department deconstructed and animated over 3,500 layers.
Engaging with these PSD files provided a rare privilege – peering into the inner workings of other artists. However, it wasn't without hiccups when capturing intricate close-up shots of Photoshop's user interface. We tackled this by reconstructing the UI using Illustrator, ensuring zoomed-in shots maintained quality.
This was one of the most rewarding projects I've had the opportunity to work on. It resulted from a tightly-knit team, where a collective of gifted creatives, motion designers, and editors converged their talents into a harmonious crescendo within a remarkably condensed timeframe.

Final Shots I Executed

Case Study

PRESS

Awards

D&AD: Graphite Pencil / Film Advertising / TV Commercials
Cannes Festival: Silver Lion (Best Film), Gold Cyber Lion (Best Social Media), Silver Cyber Lion (Best Animation).
Emmy Awards: Best Commercial Film Nominee.

Credits

Client: Adobe
Project: Adobe Photoshop 25th Anniversary – “Dream On”
Length: 60 seconds
Product: Adobe Photoshop
Agency: Goodby, Silverstein & Partners
Co-Chairman, Creative Director: Rich Silverstein
Creative Directors: Adam Reeves, Patrick Knowlton, Will Elliott
Associate Creative Directors: Sam Luchini, Roger Baran
Executive Producer: Tod Puckett
Producer: Timothy Plain
Director of Graphic Services: Jim King
Business Affairs Manager: Heidi Killeen
Account Director: Joel Giullian
Account Managers: Cassi Norman, Chelsea Bruzzone
Brand Strategy Director: Anne Faricy
Director of Communications Strategy: Christine Chen
Senior Communications Strategist: Joe Gruchacz
Communications Strategist: Victoria Barbatelli
Junior Communications Strategist: Tara Hughes
Production and Postproduction
Directors: Brady Baltezore, Mike Landry
Editorial Company: Rock Paper Scissors
Executive Producer: Angela Dorian
Producer: Cristina Matracia
Editor: Grant Surmi
Assistant Editor: Arielle Zakowski
Color: Chris Martin @ Spy Post
Graphics Company: eLevel Studios
Executive Producer: PJ Koll
Creative Directors: Brady Baltezore, Mike Landry
Producer: Luke Dillon
Artists: Nathan Shipley, Kyle Westbrook, Chad Ford, Jessica Gibson, Karim Fawzy, Jon Corriveau, Devin Earthman
Final Mix: Dave Baker
Photoshop Effects Artists: Sam Nordemann, Kleber Lacher, Philip Chudy