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CS5 Launch: Landing Pages and Featurettes

Adobe had big plans for spreading awareness and showcasing the advanced features of Creative Suite 5 (CS5). First, engaging landing pages were needed to build awareness among a diverse audience, and second, step-by-step tutorials would be essential to share knowledge, inspire creativity and encourage viewers to purchase CS5 and discuss it with their peers. With BLITZ’s expertise in storytelling and animation, as well as our familiarity with the Adobe suite of products, this launch was the perfect opportunity to marry our creative and strategic abilities.

We designed, animated and built the landing pages of CS5’s four major components: Master Collection, Flash Professional, After Effects and Production Premium, as well as After Effects animated Featurettes. Creatively, our goal was for the style of each page to allude to the spirit of each product, so our strategy was to present authentic examples of CS5 features through creation of functionality demos. Additionally, we paired the discussion of a tool with the page’s corresponding graphics that were produced using that respective tool. For example, the Roto Brush is a highlighted feature on the After Effects landing page; we positioned the Featurette showing users the ease in which they can rotoscope in CS5 near a man that’s been overlaid on the background design—an element that often requires rotoscoping for proper delivery. This strategic UX technique provided a unique setting for launching Featurette videos that showcase CS5’s advanced tools and superior resources.

The big challenge for our creative team was learning CS5 in tandem with producing these Featurettes. We found it most effective to focus on a single suite component at a time: first mastering the tools, then devising written visualizations of what users will see, and finally storyboarding the key frames of the animation. The ultimate goal is for viewers to experience the various tools of CS5 in fun and simple, yet informative and impressive 15-second-long video clips.

The end result was four unique landing pages, over 80 After Effects-animated Featurettes, and the largest pre-sales and campaign numbers in Adobe history.

"Adobe teamed up with BLITZ to produce many aspects of the online web experience promoting Adobe’s Creative Suite 5 software. BLITZ invested deeply in the success of the project, by effectively learning all aspects of the CS5 software so that they could accurately represent it in the final site experience."

Alex Amado Sr. Director, CSS