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News May 17, 2019

The Presets drop user-generated music video for Adobe Creative Cloud

The Presets drop user-generated music video for Adobe Creative Cloud

Electronic dance pioneers The Presets have released a user-generated music video for Adobe Creative Cloud, through UMA-owned creative entertainment agency BRING.

Earlier this year, they handed over every single lyric for their new track ‘Tools Down’ from their HI VIZ album to student creative talent across Australia and Asia.

They were invited to creatively interpret in their unique style.

Today (May 17), the band released the official lyric video containing all the winning designs winding up the Lyrical Masters campaign.

The campaign started with The Presets’ creative director Jonathan Zawada who set the brief to students.

Creative influencers were identified and asked to join the campaign and fuel the social conversation.

The campaign’s media strategy targeted both creative talent and music fans to drive participation.

The competition received 450 entries, leveraging Adobe Creative Cloud to create what organisers describe as “some truly amazing submissions”.

Through their newly launched in-house media team, BRING designed the campaign from concept to delivery with reach and securing 18 million+ impressions in phase one alone.

James Griffiths, creative director at BRING says, “There were doubters for sure, but the Lyrical Masters campaign has seen huge success for the brand and with the video release today, we feel we have wrapped the campaign in an extraordinary way!

“Not only has the music partnership allowed Adobe to speak to a new creative audience, but the participation in the campaign has been through-the-roof, with future students truly engaging and showing off their skills.

“The quality included within the final video showcases some amazing work. It’s eclectic, bold and in the true creative spirit of the band. This is what entertainment partnerships should be about.”

Adds Janie Lim, Adobe APAC senior director of APAC digital media marketing:  “It’s been inspiring to see how students across Asia Pacific have embraced this campaign and unleashed their creativity.

“Adobe Creative Cloud empowers everyone, whether you’re a beginner or a pro, to go from dreaming to doing, wherever they are inspired. I

“I’m excited to see how the students continue to hone their skills and showcase their creativity into the future.”

Each winner receives Adobe Creative Cloud free for a year, worth over $250 as well as a signed artwork from the band.


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