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The latest edition of Mojofest has revealed to everyone the philosophy with which Adobe wants to invade the world of mobile creativity.

Here’s what I understood. The Rush app has recently completed its tour also coming out in the Android version. It was late May and you can find the first impressions here. During Mojofest, something interesting happened. Find here the keynote of Adobe’s Steve Forde that gave us the possibility to enter definitively in the Rush philopsophy well explained. Thanks to Corinne Podger for producing it.

Corinne Podger @corinne_podger

Corinne Podger (@corinne_podger). Digital strategy & mobile journalism consultant @bbcmediaaction @KASMediaAsia @Oxfam @NewspaperWorld et al | Teach Digital & Mobile Journalism @unimelb | Ex BBC

Unleash creativity

Forde was clear. Adobe has its first project in Rush, almost as if it were a beachhead and then invaded the market with its endless series of software for the production of content for mobile creativity. Adobe wants us to unleash creativity and imagination, putting at our service apps that work with a precise flow and with the idea that the power of Adobe is made available for the automation of some steps that then allow the content creator to return to the center of stage thinking only of the development of history. Here is how Steve Forde, on TMS microphones, decided to explain Rush’s philosophy.

Steve Forde’s interview

You’ll find yourself creating pieces of your video as you go by subway, thinking about the narrative of a particular aspect of your story as you wait for your doctor’s turn. You will be able to organize the filming by letting a friend of yours enter in the flow from Sydney and asking him to take pictures of the Opera House. Adobe has made it known to focus a lot on this suite and it has also made to see some effects of next realization like this, captured by Mark Egan during the Keynote of Mojofest.

mark egan on LinkedIn: “Vertical v landscape video? This was a demo from Adobe showing how their editing app, Rush, will soon intelligently reframe landscape video to portrait..keeping the important elements in shot. #videomarketing #mojofest #editing #branding #publicrelations #marketing #socialmedia #video #contentmarketing”

June 12, 2019: mark egan posted on LinkedIn

The workflow

The Rush workflow is simple and easy. The desire of the creators of the Adobe app is clear. If you want to work with Rush you have to enter in Rush, film with Rush, edit with Rush, post produce with Rush and publish with Rush. It is an app dedicated mainly to linear editing, so much so that if you try to put B-rolls at a certain point, the result is that they are only put at the end of the timeline: in these steps Rush app must grow. If, however, you put yourself on the path indicated by Adobe, you will discover a world of enormous possibilities.

The freedom you feel

The flow gives you freedom, ability to act, adjust, lengthen, shorten, enrich your piece, controlling it or having it checked by those who decide to publish it. Rush is the app of the immediate, of the life that flows in front of you, narrating the succession of events. Adobe then heads to one side, while Luma Touch, with its Luma Fusion marvelous app, heads the other. The second, in fact, gives you (for now only in the iOS field, but soon also in Android) a suite in which a lot of tools are all in your hands. Adobe, on the other hand, prefers the opposite discourse: we provide automation, you provide the story.

If you want to work with Rush, in fact, you have to start filming in Rush, with the camera, which keeps the series of your shots and then puts them in line in the timeline, as soon as you push the number with the check that you find in a corner of the camera.

Screenshot of Rush’s camera (Facchini)

In a few seconds your timeline fills with the succession of previously filmed images. From that timeline, then, it is easy to pass, to the cuts, to the audio, to the transitions, to the graphics (lower thirds and titles), to then quickly start publishing. All in a very simple way. Adobe, in fact, is centered on the philosophy “we put automation and artificial intelligence to you, so you think about history”.

The b side: pay attention Rush, we need diversity.

At a rate of 30,000 downloads per day, Adobe Premiere Rush has already reached 6.5 million people. The future is open for the American company suite: AI to make pieces reshape, automatic subtitles and other technical solutions are coming. The vision is to create a video-connected world in which there is no longer any need for physical newsrooms, but for all content producers to return to where they need to be: in front of their news, their stories, the voices that tell them. Adobe Rush wants to create a global remote editorial office thanks to the cloud and in this process we are only at the beginning, for the same admission of Forde and his team.

The only downside: we hope not to create a unique universal language in the videos. Yes, because now more than ever we need diversity. This is why I hope it will always be easier to introduce our own elements or double controls (automatic and pro) in the process of making videos. In this sense, the freedom that one feels in Rush would be absolute. I look forward to the future.

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