Adobe Australia’s recent Amplify Your Creativity in Sydney was an ample reminder of how crucial Photoshop, 25 years old this year, has been to the development of digital creativity in all its forms as well as an opportunity to see what is just around the corner for Adobe’s two key video products from Creative Cloud, After Effects and Premiere Pro.
It was also a way of being reminded how important the mobile world has become to all aspects of digital creativity, with demos of a range of recently developed mobile apps in standalone mode and especially used in close conjunction with their well-established desktop sisters.
My introduction to Adobe products was via an early version of Photoshop when I was working for an Australian newspaper and magazine publisher. Our farsighted photography manager had invited a local Photoshop expert to drop by and show off what that now venerable version of Photoshop could do.
It got me thinking and visualizing a whole new world immediately but it to took local creativity ages to catch up. Few individual creatives could afford the hardware or the software then, so we were lucky that the publisher installed a couple of Apple computers complete with Photoshop just for us photographers. Some of the first digital SLRs and portable computers soon followed.
As I sat in the audience at Amplify Your Creativity I had flashbacks to those early days of digital and mused on how Photoshop has had such a vital influence on the interfaces we now take for granted in all our other software tools whether we are working in stills, video, web design, mobile apps or any other aspect of digital creativity. Where Adobe led the way other software makers have followed or retooled their existing GUIs to emulate.
The Adobe staff and guest presenters at Amplify Your Creativity did a fine job of pointing the audience the way forward in our own creative practice. Needless to say, Australia can be just a little bit isolated from trends elsewhere in the world given our distance from the global creative hotspots so events like this are crucial in stimulating our thinking.
I appreciated the presence of foreign guests like the guys from Vasava in Barcelona, American photojournalist Benjamin Lowy and Lightroom and Photoshop guru Julieanne Kost. Local guests included Chris Panzetta of S1T2 aka Story 1st Technology 2nd and Carl Moggridge and Craig Adams of Good for Nothing.
Adobe’s portfolio of creative products is a big one and events like this help remind us of the deeper features of what we may use every day as well as the many other products, desktop and mobile, that we probably should be using too.
In Australia, as in the rest of the world, boundaries are blurring between formerly separate creative disciplines. It was not so long ago that Adobe’s own events here would break up into a photography stream, a video stream, a graphic design stream and a web stream after the initial introduction.
The camera I carried with me during Amplify Your Creativity was the hardware demonstration of that blurring. I shot mostly stills with my GH4 that day but was set up to shoot 4K video if I needed to.
Many other members of the audience were photographers intending to go into video or they were already there. A number of designers there had been working with moving images for some time now.
And all of us, I strongly suspect, create on the Web one way or another and web and other design software often comes into play. This is the era where disciplines combine to merge and talents expand into new realms as they need to, and products like Adobe’s have played a major role in making all that possible.Adobe's Amplify Your Creativity Sydney event showed off exciting mobile, moviemaking future. Click To Tweet
(cover photo credit: snap from Karin Gottschalk)
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