Adobe + Imagine Dragons: Make the Cut Contest
Adobe wanted to engage young video creators to try Premiere Pro for editing. We came up with the idea of holding an editing contest where we would provide the assets and contestants could download them and make their own version of a music video, along with a free fully-featured trial version of the software. We partnered with UEG to join forces with the global mega-band Imagine Dragons. They were about to release their first single "Believer" from their Evolve album. They shot the video and handed over all of the footage to us for our contest. As EP/Producer, I developed the idea with the creative director, managed the creation of the contest rules and legal clearances, the design and build of the contest microsite that went through 5 stages throughout the run of the contest, and created social content to promote it. KPI's were blown out of the water and fans loved getting beautiful, professionally filmed footage that they could cut their teeth on. "Believer" was at the top of the Hot 100 chart for 29 weeks.
CREDITS:
Claire Fontana, EP/Producer
Tony Johnson, Creative Director
Kassandra Zuanich, Art Director
Natalie Suzuki, Copywriter
Elizabeth Daly, Producer