Adobe Announces A Host Of New Creative Cloud Products As Part Of Adobe Max 2021
Adobe HAS kicked off Adobe MAX 2021, the largest creativity conference in the world. The company delivered innovation across Creative Cloud flagship applications and introduced new collaboration capabilities to fuel new levels of creativity for millions of customers worldwide, from students to social media creators to creative professionals.
It is another big year for Adobe who have been unveiling some exciting changes and updates. At Adobe MAX, the company delivered major updates across Creative Cloud flagship applications powered by Adobe Sensei, accelerated the video creation process with the addition of Frame.io and advanced 3D and immersive authoring abilities.
Adobe also previewed new collaboration capabilities with the introduction of Creative Cloud Canvas, Creative Cloud Spaces and betas of Photoshop and Illustrator on the web.
Adobe also unveiled that in support of the company’s Content Authenticity Initiative, Adobe shipped Content Credentials in Photoshop, an opt-in feature that shows a creator’s identity and edits history to ensure they are getting attribution for their work; Content Credentials will also connect to NFT marketplaces.
The company also introduced a subscription model on Behance to enable creators to monetize their work.
Scott Belsky, chief product officer and executive vice president, Creative Cloud, Adobe, said: “Creativity is evolving to meet the new realities of work.
“Adobe is bringing new collaboration capabilities, more AI-powered features and web-first applications to Creative Cloud to unleash our customers’ full creative potential.
“We are reimagining Creative Cloud products and services to connect creative teams, enable new ways to create and empower more creative careers.”
Unleashing Creative Innovation
Through the latest updates to Creative Cloud flagship apps—powered by Adobe Sensei AI technology—Adobe defines the future of creativity through continuous innovation.
Major releases at MAX include:
- Photoshop: Three AI-powered Neural Filters in Photoshop desktop and Camera Raw file support on the iPad.
- Lightroom/Lightroom Classic: More powerful and precise ML-powered masking capabilities, recommended presets and Community Remixing.
- Premiere Pro: Enhanced Speech-to-Text capabilities and a Sensei-powered beta Remix feature.
- After Effects: Faster Previews and Renders with Multi-Frame Rendering and beta Sensei-powered Scene Edit Detection capabilities.
- Illustrator: Improved 3D effects and access to Substance 3D materials on desktop and a Sensei-powered Vectorize Technology Preview on iPad.
- Character Animator: Powered by Adobe Sensei, creators can now animate their entire body with Body Tracker, using movements and gestures to animate their puppets.
- Substance 3D: Tighter integration of 3D content, effects and capabilities across Illustrator, XD and Stock. A new Modeler (Private Beta) app joins the Substance 3D Collection, showcasing the role that 3D and immersive technology will play in helping users create the future.
- Fresco: Turn any drawing layer into an animation layer to create motion, draw with new perspective guides and grids, and use non-destructive adjustment layers to explore and enhance colors.
Enabling Connected Creativity
At MAX, the company previewed the future of creativity on the web, which is designed to help creative teams collaborate in real-time, across multiple surfaces and stakeholders, regardless of device or location.
- Frame.io: The recent acquisition of Frame.io combines Adobe’s industry-leading creative video editing software, Premiere Pro and After Effects, with Frame.io’s review and approval functionality to deliver a powerful collaboration platform that will radically accelerate the creative process.
- Photoshop (Beta) and Illustrator (Private Beta) on the web: Browser-based experiences where millions of individuals, teams and stakeholders can view, share and comment on cloud documents on the web. Collaborators with a Photoshop subscription can make quick edits and retouch/adjust images, while Illustrator subscribers can access essential design tools and editing workflows using a set of early features.
- Creative Cloud Spaces (Private Beta): A digital space built to fuel collaboration among teams, Creative Cloud Spaces simplifies decision-making by putting everything they need in one place.
- Creative Cloud Canvas (Private Beta): To unlock a new level of collaboration, Canvases enable teams to layout, visualize and review creative work together, in real-time, without ever leaving the browser.
In addition, an all-new Workfront plugin for Photoshop gives creatives the ability to collaborate in context. Through an embedded Workfront update screen in Photoshop, creators can see tasks and issues, and post and view comments related to the project they’re working on.
Empowering Creative Careers
Adobe is supporting creators by enabling Creative Cloud subscribers to monetize their work through paid subscriptions on the Behance platform.
Creators have full control over what they share, and the subscriptions are seamlessly integrated into Behance projects and live streams, so creators can reserve any content for subscribers only. Creators keep 100 per cent of their subscription revenue, with a 0 per cent platform fee charged by Adobe.
Combating Misinformation: The Content Authenticity Initiative
Two years after introducing the Content Authenticity Initiative (CAI), Adobe is making its content attribution technology available to millions of customers. Through a CAI-driven feature called Content Credentials, attribution capabilities are now available in Photoshop, enabling users to turn on the opt-in feature to share content provenance details about their images; these include the creator’s identity, edits they’ve made and the time and place the photo was taken.
To ensure creators are getting credit for their work, the company is connecting the Content Credentials feature to NFT marketplaces for further attribution. Lastly, Adobe Stock will also automatically attach Content Credentials to images when they are downloaded.
Celebration of Creativity for All
Adobe MAX showcases a diverse roster of highly prolific creatives and entrepreneurs, including Jose Andres, Riz Ahmed, Zazie Beetz, Bryan Cranston and Aaron Paul, Henry Golding, Casey Neistat, Tilda Swinton, Young Thug, Chloe Zhao and Imagine Dragons. Emmy Award-winning comedian and producer Kenan Thompson will host this year’s MAX Sneaks – a behind-the-scenes look at the experimental technology being developed in Adobe Labs.
MAX offers more than 400 content sessions and Labs, and 29 hours of global content designed to inspire and educate. To watch the keynote, attend global sessions and network with peers, visit max.adobe.com.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.