Make The Cut

Make The Cut

For the 25th anniversary of Adobe Premiere Pro, we launched a world-class, integrated-marketing campaign that re-invigorated long time Premiere Pro users and empowered a whole new generation of video editors. Fans from around the world were given the unprecedented opportunity to edit a major label’s official music video footage—the chart-topping single “Believer” from Imagine Dragons—and create their own version for a chance at editing stardom and $25,000.

Participants were given full access to over 2GBs worth of beautiful video footage from director Matt Eastin and a free trial of Premiere Pro, if necessary, to edit their cut. Our goal? 2,000 submissions. The result? 10,000 video entries!

We pulled off a fully-integrated program via, social, email, influencers, a microsite, customer support and event extensions reaching 1.5B (Billion with a B!) fans globally—including 677K site visits to from 160 participating countries, 80K downloads of the footage, 242 global press articles and 13K new Premiere Pro trial downloads.

Using Imagine Dragons as a main draw and strategic use of marketing channels, we engaged emerging millennial creators who had never considered Premiere Pro prior to the campaign which resulted in 64% of Video Submissions coming from 18-25 year old editors—clearly measurable business impact.