This week Adobe released a trailer showing what they've (hopefully) got in the pipeline, setting user forums alight with cries of both "Bravo!" and "BS!" Depending on your disposition, you will inevitably feel one or the other while watching it:
While the footage is obviously cooked (with After Effects, no doubt), most of the stuff seems possible—even that nutty part with the rotoscoped horses, given enough computing power.
That theoretical computing power is meant to be the unseen but still understood message behind this bit of advertising, as it was done in conjunction between Adobe and Microsoft. The two companies have apparently gotten into bed together, with Microsoft putting in a surprise appearance at this week's Adobe Max conference, where the boys from Redmond pulled the Oprah-like move of lacing everyone in the keynote audience with free Surface Pro 3 tablets.While Adobe is of course still pushing their iDevice apps, which are arguably crucial to the company's fortunes, it makes sense that they'd partner with Microsoft. While Apple and Adobe were once closely intertwined—Apple was not only their first major consumer, but once owned "around 20% of the company"—the Apple vs. Adobe Flash controversy of 2010, whereby Cupertino banned the technology on their iDevices, put quite the chill on their relationship.
"Today the two companies still work together," the late Steve Jobs wrote at the time, "to serve their joint creative customers—Mac users buy around half of Adobe's Creative Suite products—but beyond that there are few joint interests."
Enter Microsoft. As their dominance in business markets declines, they're taking aim at Apple's mainstay, the creative crowd. Specifically, the mobile creative crowd that tote tablets, phablets and smartphones. "[Microsoft] is heavily partnering with Adobe to bring new workflows and technology to creatives," writes Fstoppers' Jaron Schneider, "that is simply not possible on any Apple product.
"Surface can run more than any mobile device from Apple: it can run full apps. Microsoft and Adobe have come together to build specific workspaces within the Microsoft Surface ecosystem that allow for a different view on how we as creatives can work. Though it is for the most part untested, it is highly intriguing."
We're very curious to see how this partnership manifests, and are particularly interested to see the specifics of what Schneider's talking about. Any guesses on how this will shake out?
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Comments
90% of these things people don't even do.
The amount of physical work required for these just screams terrible interface design.
On top of the actual functions you are performing most of them are so far away.
If I want to do ink splatters, I'll still use a real canvas. And I'm not some analog-only preacher. I embrace technology but certain mediums/techniques need to remain primarily in reality to have any genuine human value.