In our organic social content for Premiere, we sought to showcase unique, unexpected use cases that inspire creators. Given the skyrocketing quality of everyday user edits on TikTok and Reels, we had to find a way to tap into trends while doing it better, the way only a video editing software could. Instead of step-by-step education, our focus was on sparking new creative thinking, demonstrating how Adobe’s tools can transform any creative vision from good to great.
In the run-up to last summer’s much-anticipated Challengers release, we asked ourselves how to get in on the fun without treading on IP. We drew on the concept of tennis’s rapid-fire ping-ponging, layering it with the trend of quick-transitioning TikTok edits that were seen all over one’s FYP.
One of the early skills those TikTok transitioners will want to learn in Premiere is masking objects so that certain elements can remain even as shots transition around them. The backdrop of tennis provided us plenty of opportunities to travel through a layered reality, transitioning through balls, rackets, outfits, sunglasses, you name it.
The aesthetic standard for Adobe Premiere is high, so we dedicated time up front to selecting outfits and accessories that would create a striking contrast with the green of the tennis court and the blue of the sky. Our content creators, too, got incredibly creative on set, maximizing the diversity of shots even on an infinitesimal social media timeline. If there’s a moment you find yourself saying, “Wow, that shot looks like it’s from the POV of some dude lying on the ground holding a heavy camera in what amounts to an intense isometric exercise,” honey, you got it.
Given our audience—folks who are already interested in video editing—we wanted to provide them with a video that looked amazing rather than watering down the content with tutorial elements. Instead, we built in tiny BTS moments at the beginning and midway through, challenging creators to dive deeper themselves. Knowing that the average Adobe software user heads to YouTube for their long-form tutorials, these few seconds were just the teaser we knew they’d need to head over.
It’s safe to say we achieved our goal of inspiring our audience, with metrics like 886,000 views on Instagram and the comment section filled with fire emojis. When we saw comments like “can i have some of that creative juice y'all drinking?” we knew our primary objective had been reached.
