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Adobe wanted to increase awareness and engagement in its Lightroom CC photography app and drive new sales conversions. Torpedo created a campaign that delivered inspirational stories, tips and tutorials from influential photographers and offered amateur photographers the perfect opportunity to put what they had learned into practice.

The ‘Share Your Summer’ campaign combined inspiring online films focused on key influencers, follow-up tutorials executed by the photographers themselves, and a chance for the audience to then post their own before and after shots on Instagram for a weekly chance to win a free drone and a photography plan subscription for a year.

The audience were reached via snippets of the tutorials on paid social. But central to the campaign’s success was the cinematic quality of the inspirational films designed to fire the viewer’s picture-taking passion. This was achieved by sending our camera crew to follow the influencers and capture their story whilst they did their photography.