Magic Inside

Photoshop is so much more than manipulation — you can create almost anything. From art to animation, it’s practically magic. So when Adobe challenged us to drive deeper engagement with Photoshop to help support its larger goal of increasing and retaining Creative Cloud subscribers, we asked: How can we unlock the power of Photoshop? How can we unleash the creative potential of Photoshop users?

We created a game: INSIDE PHOTOSHOP. Seven custom images from artist Matteo Basini. Over a thousand layers of interactivity. And one incredible story of a magical kingdom filled with riddles, puzzles, and mystery.

Launched on Facebook, the files were downloaded directly into Photoshop. Players had to use all their Photoshop skills to unravel the mystery, or learn new ones, including 3D-modeling and Action Scripting. Over seven days of gameplay, they collaborated on Facebook, sharing tips, tricks, and even their original artwork as they pieced together clues and unlocked new parts of the story. And on the final day, they were even able to speak to the Mad King live via a Facebook Live theatrical performance.

THE IMPACT
  • Thousands of Photoshop manipulators became Photoshop magicians
  • 2 million+ views of the teaser video and Facebook Live performance
  • 5,000+ players
  • 800,000 engagements
  • 25 million impressions
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