Photoshop has a nice track record of being the number one tool for digitally altering images. If you ask someone who is not familiar with the graphic design industry, the reaction is a little bit different. They might envision fashion models being airbrushed beyond recognition. But whichever way you look at Photoshop, there’s no denying the power this software provides to designers and photographers alike. This year marks Adobe’s 25 years of Photoshop, and to commemorate the occasion, Adobe wants to remind the world that there is more to Photoshop than just image-editing.
This spot called “Dream On” was created by Goodby, Silverstein & Partners, to be shown at this weekend’s Oscars, but only in select markets. The spot will steer clear of the fashion business and focus entirely all it’s splendor on the other two industries that are heavy Photoshop users; design, illustration and film. In the spot, Aerosmith’s “Dream On” is supported by large amount of beautiful illustrations and hypnotic images. The song is fully appropriate to communicate the artwork that was created with the Photoshop software; “Dream On” translates to what ever you dream you can create with Photoshop. This can be both a tribute or a challenge to anybody who uses the software.
Alex Amado, Adobe’s senior director of creative media, calls Photoshop’s 25th birthday a “huge milestone” for the company.
“It’s the tool we put out into the world that’s had the broadest impact,” he said. “It’s used in the design process of pretty much everything we see and touch these days—every ad you’ve reviewed, all the photography in every publication, everything from logos on T-shirts to billboards, industrial design and the movies.”
The spot is meant to be a tribute to all the creatives that have used the product and helped evolve the software to where it is now. Amado says, “We want to challenge the next generation of designers and artists and photographers and moviemakers to dream even bigger, and we’ll help them get there.”
Aside from the movie images, most of the artwork in the spot was sourced from Behance. They were chosen for their cutting-edge artistry, and also, in certain cases, for matching the “Dream On” lyrics. The spot does a fantastic job of showing someone manipulating the image in almost every shot, which is a nice nod to the product and compliments the artwork without being boastful. “If it were just a montage of images, then it’s just a slide show set to music,” Amado said. “We wanted to give it more motion and action. And this way, it represents the kinds of things that happen to images as designers work with them.” Another nice thing we noticed was that the spot was very focused to certain disciplines, making it cohesive and not cluttered. It could be very likely that they may open the video into a campaign to showcase Adobe’s other industries.
The sole purpose of the spot was not only to celebrate Photoshop’s birthday, but also to show how this amazing tool helps bring ideas to life. Amado said. “It’s hard to find something in the last 25 years that hasn’t been touched by Photoshop. We wanted to show that once you open a Photoshop file anything could happen. It’s an unsung hero, and it was time to sing its praises.”