Make the Cut–A Digital Campaign Driving Product Downloads and Earned Media

Challenge
It was Premiere Pro’s 25th anniversary, and they wanted to drive product downloads. They were faced with the challenge that many aspiring creatives feel that learning a pro-level editing tool isn’t worth their time. We needed to develop a free trial campaign with an irresistible incentive to make an Adobe Premiere trial worth the effort.

Solution
Our idea was to give editors a chance to work with high-quality raw footage, something that isn’t readily available to most. We collaborated with musicians Imagine Dragons and launched a unique music video contest. For the first time, fans were given access to pro-quality footage and were asked to submit their version of a music video to win up to $25K. Participants were in love.

Editorial Design
Art Direction
Video
Data Visualizations

Adobe Premiere Pro faced a challenge: aspiring creators were hesitant to try a pro-level editing tool, feeling it wasn’t worth the effort without access to high-quality footage. To overcome this, Adobe partnered with Imagine Dragons to launch the "Make The Cut" challenge—the world’s first open-source music video. They released all raw footage from the band’s "Believer" music video, inviting young creators (18-24) to edit their own version using a free trial of Premiere Pro.

Over 25 days, Adobe, Imagine Dragons, and Interscope Records executed a multi-channel campaign, leveraging social media, Adobe.com, email, influencers, a microsite, and in-person events. The initiative included band messages, behind-the-scenes content, localized workshops, and translations in 11 languages—providing an irresistible incentive for aspiring editors to engage with Premiere Pro.

Results
1.5 BILLION global impressions
242 distributed global press articles
5.5K fan engagements across social
9K video submissions
80K downloads of the video files
677K visits to the microsite

One of the most successful brand activations ever for Adobe
One of the most groundbreaking: the first ever true open source music video

80K downloads of the video footage
10K full length fan cut video submissions from 28 different countries (5 X our target)

677k fans visited makethecut.adobe.com from 160 different countriesIn 25 days, reached 1.5B fans globally through a targeted array of music, film, entertainment and industry media13K downloads of Premiere ProEngagement with young creators: 64% of video submissions from 18-25 year old editors

Web layout of the Make the Cut Microsite

We executed a multi-touch program that launched the “Make The Cut” challenge through our combined social channels, Adobe.com, targeted email, influencer outreach, a microsite, customer support and event extensions.

Social promotion screenshots

These included personalized messages from the band, a behind-the-scenes video from the shoot, and even local editing workshops.

The winner

Behind the scenes
We wanted to create a behind the scenes cut to let fans catch a glimpse into how the scenes were shot and what the set was like. It was a great way to promote the contest and get fans excited.

Press:
Forbes
Digital Trends
NBC Channel 4
Alterantive Press

🏆 Lions- 2 Bronze, 1 shortlist
🏆 Clio- 2 Silver, 2 Bronze, 2 shortlist
🏆 Addy- 5 Silver
🏆 Shorty- 2 Winner, 1 Gold, 3 Finalist

Full team:Kassandra Zuanich, Art Director
Natalie Suzuki, Copywriter
Tony Johnson, Creative Director
Michelle Franzoia-Cox, Group Creative Director