The media industry is buzzing about news that Adobe is launching a series of innovations for Adobe Creative Cloud and Adobe Marketing Cloud.
Adobe made the announcement in advance of IBC in Amsterdam this week. The company wants to help video creators of all kinds — from major network broadcasters to brands and even YouTube posters “create their best work.”
IBC is the premier annual event for professionals engaged in the creation, management and delivery of entertainment and news content worldwide.
“Keeping pace with high velocity content demands across both new and traditional platforms, Adobe will showcase advancements in VR, 3D, motion graphics and character animation supported by tools to deliver, measure and monetize TV and film content across multiple screens,” Adobe tells us.
“Adobe is helping video creators create their best work,” said Bill Roberts, senior director of product management at Adobe. “As these stories take shape, ideas need to seamlessly move between tools, technologies and teams. Adobe’s multiscreen solution helps media companies connect with their audiences in a personalized way by delivering compelling experiences and adopting immersive capabilities such as 3D, VR and AR.”
Video editors from Hollywood to Sundance to YouTube are taking note of Adobe Creative Cloud, most recently Disney’s Pete’s Dragon, and through the work of next-generation creators like Smosh, RocketJump, and SoKrispyMedia.
“Television networks are making history by bringing characters to life with Character Animator in The Simpsons and Cartoon Donald Trump on The Late Show with Stephen Colbert,” according to the company’s announcement. “Additionally, NBC Sports recently leveraged Adobe Marketing Cloud solutions to power the digital delivery of the 2016 Rio Olympics.”
David Lowery, the director of Disney’s Pete’s Dragon, lauded the technology.
“I love keeping everything under one roof,” Lowery explained. “I love the idea that it’s all housed under one banner and that all the apps within Adobe Creative Cloud can talk to each other. And for all of my future projects I want to really explore that workflow. It’s a really exciting sphere to be working within.”
Expanding on the new VR features launched earlier this year, Adobe is also unveiling additional innovation in the next release of Premiere Pro CC including auto-aware VR that seamlessly detects and applies the correct setting to stereoscopic and monoscopic media.
Adobe will also showcase its new hosted collaboration service, Team Projects, to address the challenge of working with other editors and designers across multiple projects and tools.
More Team Projects details are available here.
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