With their latest album HI VIZ still burning bright in the minds of electronic music lovers across the world, The Presets have begun the hunt to find Australia and Asia’s top creative talent. The band are unleashing the lyrics of fan favourite track ‘Tools Down’ from HI VIZ to budding designers, typographers and motion graphics superstars, inviting them to bring their lyrics to life and create a video for the track in a new campaign developed by BRING.
The Presets and their long time visual collaborator, Jonathan Zawada, are challenging creatives to design each of the 100+ lyrics to create a truly unique, user-generated lyric video using Adobe Creative Cloud. Opening up the opportunity for creatives to collaborate marks a new milestone for the band, known for their iconic music videos.
The 100+ winning entrants will be selected by The Presets, Zawada and Adobe and will receive a year’s subscription of Adobe Creative Cloud as well as a signed copy of their artwork by Moyes and Hamilton. The video will be released early May 2019.
The band has taken to social media to issue the challenge today – view here.
Said Kim Moyes and Julian Hamilton: “We are pumped to hand over the lyrics of Tools Down to creatives to help put together this lyric video. One of the most thrilling and rewarding aspects of our profession is watching other creatives add new depth and dimension to our music through visual art and design. Tools Down is one of our favourite songs off Hi Viz, and we can’t wait to see what amazing ideas the entrants throw at it!”
Says James Griffiths, creative director, BRING: “It has been quite the journey bringing this one to life. Adobe really challenged us to think differently and we feel with Lyrical Masters we have created something pretty special. The campaign really encapsulates what BRING is all about – working closely with brands to find unique ways to engage youth through entertainment. It’s going to be incredibly exciting watching this one unfold.”
In addition to the creative, BRING has also driven the media strategy and delivery through its newly established internal media buying capabilities.
Says Roddy Campbell, managing director, BRING: “Media amplification is a logical extension of our agency offering with a strong emphasis on leveraging unique data sets to speak to the right audience in the right places. Bolstered by strong partnerships with Spotify & Monster Children, we’ll engage a broad audience of creatives and the wider community throughout the campaign to drive strong results back to Adobe.”
Multiple ARIA award winner and long-time creative collaborator Jonathan Zawada, who has worked with the band on their distinctive cover art, music videos, live visuals and creative direction throughout their career, helped set the brief. To help kick off the campaign, Zawada has created a few lyric artworks for ‘Tools Down’ using Adobe Illustrator and Photoshop himself, to inspire entrants to go one better.
Says Zawada: “I’ve been working with The Presets in a design capacity since the very beginning, and that relationship has shaped my creative path as much as I’ve shaped their image. Working with Adobe to create the Lyrical Masters project for the Tools Down video is a great opportunity to see how other creatives make visual associations with the Presets.”
Says Janie Lim, senior director of digital media marketing, Adobe APAC: “We were looking for a smart and innovative way to engage creative students to show them what is possible with the right tools in their hands. We are delighted to be working with innovative artists like Jonathan Zawada and The Presets to not only empower the creative student community, but also provide recognition for their work. We can’t wait to see how creatives leverage the Creative Cloud to create some truly special lyrical artworks.”
Creatives can get involved in the campaign by sharing their artwork designs on social media with #AdobeLyricalMasters or by heading here.
Roddy Campbell, Managing Director
James Griffiths, Creative Director
Mel Wyatt, Brand Partnership Director
Lisa Grieve, Senior Director, Creative Licensing & Artist Integration
Will Blackburn, Creative
Eoin Stanley, Senior Designer
Camilla Ryals, Designer
Video Production: Entropico