Adobe to the max!
"It's about storytelling, at least based on my work and what I do and as you begin to see how your narrative, your thematic instincts, the subjects you're drawn to, how they apply to the various mediums from theatre through short form, to branded content, to big screen experiences, or novels...whatever it might be." — Director Ron Howard, Keynote Speaker at Adobe MAX.
I'm on the popcorn at this stage, I mean where else would you get Ron Howard espousing the merits of a good story not long after hearing Comic Book Artist Nicola Scott's creative method, and a host of other multi-faceted artists talk about their unique struggles with the craft? Where would you get such a sympathetic and knowing audience?
I'm at Adobe MAX. It's day two and while the keynote speeches are drawing to a close, I'm plugging in my tablet and waiting for Adobe Illustrator to load. Coming up: Live Illustration with Dan Mumford & Bobby Chiu. I can't wait.
“Perhaps Adobe have it right: story is the way to go. Their software builds narratives all the time.”
I joined the conference virtually, on day one, a little late because I'd mixed up the time difference between Los Angeles and my remote outpost of eight hours ahead. I immediately regretted my decision to eat dinner first, as I came in just at the end of the preview for Project Gemini. What is this they speak of, this shiny new thing? Adobe's new dedicated drawing and painting application was being trialled live. The presenter championing its ability to blend paint, as you would if it were real oil or watercolour. The live chat feed sprung to life with many "cools" and countless "awesomes"—I added a "wow". I was hooked.
I wouldn't consider myself an evangelist for any company. I am not a follower and view those who try to proselytise with a healthy dose of suspicion. But at Adobe MAX I was beginning to see it's not just about being an advocate, or about getting the newest piece of software, it's actually about appreciating a good idea.
Project Aero was the next big piece of software to draw intakes of breath from the audience. It's simple really—now with Aero you can output any drawing, photograph or image as a piece of augmented reality. Simple but stunning. The demonstrator showed us a Photoshop drawing brought into our world as a three-dimensional object. She then went on to explore how Adidas are using Aero in their augmented reality store. Here, she explained how stories sell shoes. This is the next generation of creativity according to Adobe.
It got me thinking that perhaps being an evangelist for a product is outdated now. Maybe we are all just a little bit uneasy about promoting, without gain, a particular product or brand. Perhaps Adobe have it right: story is the way to go. Their software builds narratives all the time. It makes movies, animations, audio, illustrations, photographs, graphics; everything down to those tiny little icon sets on our favourite app. We hear, see, use and enjoy the fruits of this creativity every day.
It's day two and I'm watching the magic unfold. Dan Mumford and Bobby Chiu are drawing for us. Bobby has a delicate touch, he's a character artist, he draws little animals with an edge. Dan is more structured perhaps, more architectural. Both are stunning. I'm drawn to their Instagram feed.
I have long since given up trying to draw along with them, my pen just fell off my desk and rolled underneath to that dark corner with too much fluff. Instead I'm admiring, as if watching a movie, or a great play. It's not the software, it's the people who bring it to life. Ultimately they are the storytellers.
Highlights from Adobe MAX are available at behance.net.