News February 20, 2019

The Presets partner with Adobe for creative ‘Tools Down’ campaign

The Presets partner with Adobe for creative ‘Tools Down’ campaign

The Presets and longtime visual collaborator Jonathan Zawada are renowned for their compelling music videos.

Today they take a different step: a Lyrical Masters challenge for creative types to design 100 lyrics from their track ‘Tools Down’ using Adobe Creative Cloud software.

Those chosen, from Australia and Asia, will be part of a lyric video to be issued in May.

Said Moyes and Hamilton, “We are pumped to hand over the lyrics of ‘Tools Down’ to creatives to help put together this lyric video.

“One of the most thrilling and rewarding aspects of our profession is watching other creatives add new depth and dimension to our music through visual art and design.

“’Tools Down’ is one or our favourite songs off Hi Viz, and we can’t wait to see what amazing ideas the entrants throw at it!”

The whole campaign was put together by BRING, the in-house agency of record company Universal Music Australia.

Its creative director James Griffiths admits: “It has been quite the journey bringing this one to life.

“Adobe really challenged us to think differently and we feel with Lyrical Masters we have created something pretty special.

BRING has also driven the media strategy and delivery through its newly established internal media buying capabilities.

“Media amplification is a logical extension of our agency offering with a strong emphasis on leveraging unique data sets to speak to the right audience in the right places,” says managing director Roddy Campbell.

“Bolstered by strong partnerships with Spotify & Monster Children, we’ll engage a broad audience of creatives and the wider community throughout the campaign to drive strong results back to Adobe.”

The winning entrants will be selected by The Presets, the multi-award winning Zawada and Adobe and will receive a year’s subscription of Adobe Creative Cloud as well as a signed copy of their artwork by Kim Moyes and Julian Hamilton.

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