Reimagining creativity for everyone
Adobe releases Fantastic Voyage, a short film celebrating Photoshop's 30th anniversary and positioning the software as a tool accessible to anyone. The film launches on 21 September 2020 as the centrepiece of Adobe's "Creativity for All" platform and represents one of the company's first full Creative Cloud spots built around Photoshop.
The film follows commuters on a subway whose ordinary surroundings transform into surreal scenes powered by their imaginations. The narrative argues that Photoshop, once reserved for designers and photographers, now lives in the pockets of millions following the launch of Photoshop for iPad and Photoshop Camera in late 2019.
Production and recognition
The agency 72andSunny Los Angeles develops the campaign, with French director Antoine Bardou-Jacquet of Partizan directing the film. Visual effects studio Mathematic delivers the surreal transitions, with Work Editorial on edit and LIME Studios on sound. The campaign extends through social channels and an open creative challenge that invites audiences to remix character stickers via Giphy and Instagram Stories.
The film wins a Silver Lion in the Film Craft category at the 2021 Cannes Lions International Festival of Creativity. Fantastic Voyage reflects Adobe's strategic shift, broadening Photoshop's audience from professional studios toward a generation raised on TikTok, Snapchat filters, and short-form storytelling.
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