Tag Archives: Adobe Max

Adobe Max 2018: Creative Cloud updates and more

By Mike McCarthy

I attended my first Adobe Max 2018 last week in Los Angeles. This huge conference takes over the LA convention center and overflows into the surrounding venues. It began on Monday morning with a two-and-a-half-hour keynote outlining the developments and features being released in the newest updates to Adobe’s Creative Cloud. This was followed by all sorts of smaller sessions and training labs for attendees to dig deeper into the new capabilities of the various tools and applications.

The South Hall was filled with booths from various hardware and software partners, with more available than any one person could possibly take in. Tuesday started off with some early morning hands-on labs, followed by a second keynote presentation about creative and career development. I got a front row seat to hear five different people, who are successful in their creative fields — including director Ron Howard — discuss their approach to work and life. The rest of the day was so packed with various briefings, meetings and interviews that I didn’t get to actually attend any of the classroom sessions.

By Wednesday, the event was beginning to wind down, but there was still a plethora of sessions and other options for attendees to split their time. I presented the workflow for my most recent project Grounds of Freedom at Nvidia’s booth in the community pavilion, and spent the rest of the time connecting with other hardware and software partners who had a presence there.

Adobe released updates for most of its creative applications concurrent with the event. Many of the most relevant updates to the video tools were previously announced at IBC in Amsterdam last month, so I won’t repeat those, but there are still a few new video ones, as well as many that are broader in scope in regards to media as a whole.

Adobe Premiere Rush
The biggest video-centric announcement is Adobe Premiere Rush, which offers simplified video editing workflows for mobile devices and PCs.  Currently releasing on iOS and Windows, with Android to follow in the future, it is a cloud-enabled application, with the option to offload much of the processing from the user device. Rush projects can be moved into Premiere Pro for finishing once you are back on the desktop.  It will also integrate with Team Projects for greater collaboration in larger organizations. It is free to start using, but most functionality will be limited to subscription users.

Let’s keep in mind that I am a finishing editor for feature films, so my first question (as a Razr-M user) was, “Who wants to edit video on their phone?” But what if the user shot the video on their phone? I don’t do that, but many people do, so I know this will be a valuable tool. This has me thinking about my own mentality toward video. I think if I was a sculptor I would be sculpting stone, while many people are sculpting with clay or silly putty. Because of that I would have trouble sculpting in clay and see little value in tools that are only able to sculpt clay. But there is probably benefit to being well versed in both.

I would have no trouble showing my son’s first-year video compilation to a prospective employer because it is just that good — I don’t make anything less than that. But there was no second-year video, even though I have the footage because that level of work takes way too much time. So I need to break free from that mentality, and get better at producing content that is “sufficient to tell a story” without being “technically and artistically flawless.” Learning to use Adobe Rush might be a good way for me to take a step in that direction. As a result, we may eventually see more videos in my articles as well. The current ones took me way too long to produce, but Adobe Rush should allow me to create content in a much shorter timeframe, if I am willing to compromise a bit on the precision and control offered by Premiere Pro and After Effects.

Rush allows up to four layers of video, with various effects and 32-bit Lumetri color controls, as well as AI-based audio filtering for noise reduction and de-reverb and lots of preset motion graphics templates for titling and such.  It should allow simple videos to be edited relatively easily, with good looking results, then shared directly to YouTube, Facebook and other platforms. While it doesn’t fit into my current workflow, I may need to create an entirely new “flow” for my personal videos. This seems like an interesting place to start, once they release an Android version and I get a new phone.

Photoshop Updates
There is a new version of Photoshop released nearly every year, and most of the time I can’t tell the difference between the new and the old. This year’s differences will probably be a lot more apparent to most users after a few minutes of use. The Undo command now works like other apps instead of being limited to toggling the last action. Transform operates very differently, in that they made proportional transform the default behavior instead of requiring users to hold Shift every time they scale. It allows the anchor point to be hidden to prevent people from moving the anchor instead of the image and the “commit changes” step at the end has been removed. All positive improvements, in my opinion, that might take a bit of getting used to for seasoned pros. There is also a new Framing Tool, which allows you to scale or crop any layer to a defined resolution. Maybe I am the only one, but I frequently find myself creating new documents in PS just so I can drag the new layer, that is preset to the resolution I need, back into my current document. For example, I need a 200x300px box in the middle of my HD frame — how else do you do that currently? This Framing tool should fill that hole in the features for more precise control over layer and object sizes and positions (As well as provide its easily adjustable non-destructive masking.).

They also showed off a very impressive AI-based auto selection of the subject or background.  It creates a standard selection that can be manually modified anywhere that the initial attempt didn’t give you what you were looking for.  Being someone who gives software demos, I don’t trust prepared demonstrations, so I wanted to try it for myself with a real-world asset. I opened up one of my source photos for my animation project and clicked the “Select Subject” button with no further input and got this result.  It needs some cleanup at the bottom, and refinement in the newly revamped “Select & Mask” tool, but this is a huge improvement over what I had to do on hundreds of layers earlier this year.  They also demonstrated a similar feature they are working on for video footage in Tuesday night’s Sneak previews.  Named “Project Fast Mask,” it automatically propagates masks of moving objects through video frames and, while not released yet, it looks promising.  Combined with the content-aware background fill for video that Jason Levine demonstrated in AE during the opening keynote, basic VFX work is going to get a lot easier.

There are also some smaller changes to the UI, allowing math expressions in the numerical value fields and making it easier to differentiate similarly named layers by showing the beginning and end of the name if it gets abbreviated.  They also added a function to distribute layers spatially based on the space between them, which accounts for their varying sizes, compared to the current solution which just evenly distributes based on their reference anchor point.

In other news, Photoshop is coming to iPad, and while that doesn’t affect me personally, I can see how this could be a big deal for some people. They have offered various trimmed down Photoshop editing applications for iOS in the past, but this new release is supposed to be based on the same underlying code as the desktop version and will eventually replicate all functionality, once they finish adapting the UI for touchscreens.

New Apps
Adobe also showed off Project Gemini, which is a sketch and painting tool for iPad that sits somewhere between Photoshop and Illustrator. (Hence the name, I assume) This doesn’t have much direct application to video workflows besides being able to record time-lapses of a sketch, which should make it easier to create those “white board illustration” videos that are becoming more popular.

Project Aero is a tool for creating AR experiences, and I can envision Premiere and After Effects being critical pieces in the puzzle for creating the visual assets that Aero will be placing into the augmented reality space.  This one is the hardest for me to fully conceptualize. I know Adobe is creating a lot of supporting infrastructure behind the scenes to enable the delivery of AR content in the future, but I haven’t yet been able to wrap my mind around a vision of what that future will be like.  VR I get, but AR is more complicated because of its interface with the real world and due to the variety of forms in which it can be experienced by users.  Similar to how web design is complicated by the need to support people on various browsers and cell phones, AR needs to support a variety of use cases and delivery platforms.  But Adobe is working on the tools to make that a reality, and Project Aero is the first public step in that larger process.

Community Pavilion
Adobe’s partner companies in the Community Pavilion were showing off a number of new products.  Dell has a new 49″ IPS monitor, the U4919DW, which is basically the resolution and desktop space of two 27-inch QHD displays without the seam (5120×1440 to be exact). HP was displaying their recently released ZBook Studio x360 convertible laptop workstation, (which I will be posting a review of soon), as well as their Zbook X2 tablet and the rest of their Z workstations.  NVidia was exhibiting their new Turing-based cards with 8K Red decoding acceleration, ray tracing in Adobe Dimension and other GPU accelerated tasks.  AMD was demoing 4K Red playback on a MacBookPro with an eGPU solution, and CPU based ray-tracing on their Ryzen systems.  The other booths spanned the gamut from GoPro cameras and server storage devices to paper stock products for designers.  I even won a Thunderbolt 3 docking station at Intel’s booth. (Although in the next drawing they gave away a brand new Dell Precision 5530 2-in-1 convertible laptop workstation.)   Microsoft also garnered quite a bit of attention when they gave away 30 MS Surface tablets near the end of the show.  There was lots to see and learn everywhere I looked.

The Significance of MAX
Adobe MAX is quite a significant event, especially now that I have been in the industry long enough to start to see the evolution of certain trends — things are not as static as we may expect.  I have attended NAB for the last 12 years, and the focus of that show has shifted significantly away from my primary professional focus. (No Red, Ncidia, or Apple booths, among many other changes)  This was the first year that I had the thought “I should have gone to Sundance,” and a number of other people I know had the same impression. Adobe Max is similar, although I have been a little slower to catch on to that change.  It has been happening for over ten years, but has grown dramatically in size and significance recently.  If I still lived in LA, I probably would have started attending sooner, but it was hardly on my radar until three weeks ago.  Now that I have seen it in person, I probably won’t miss it in the future.


Mike McCarthy is an online editor/workflow consultant with 10 years of experience on feature films and commercials. He has been involved in pioneering new solutions for tapeless workflows, DSLR filmmaking and multi-screen and surround video experiences. Check out his site.

Adobe launches Premiere Rush CC for social video

At the Adobe Max Creativity Conference, Adobe introduced Adobe Premiere Rush CC, the first all-in-one video editing app for social media creators that simplifies video creation and sharing on platforms such as YouTube and Instagram.

Designed specifically for online video creators, Premiere Rush CC integrates capture, intuitive editing, simplified color, audio and motion graphics with seamless publishing to leading social platforms, such as YouTube and Instagram, all in one easy-to-use solution.

With Premiere Rush CC, content creators do not have to be video, color or audio experts to publish professional-quality videos. Premiere Rush CC harnesses the power of Premiere Pro CC and After Effects CC; offers built-in access to professionally designed Motion Graphics templates in Adobe Stock to get started quickly; and features a Sensei-powered, one-click auto-duck feature to adjust music and normalize sound. It also allows access anywhere, enabling users to create compelling video projects — optimized for social distribution — on one device and publish from another with a consistent user experience across desktop and mobile.

Premiere Rush CC is available now on Windows and macOS and via the iOS App Store. (Google Play store availability is coming in 2019.) Adobe offers a variety of pricing plans tailored for customers’ needs:

• Premiere Rush CC is available for $9.99/month to individuals, $19.99/month to teams and $29.99/month to enterprise customers. Premiere Rush CC is also included as part of All Apps, Student and Premiere Pro CC single app plans and comes with 100 GB of CC storage. Additional storage options, up to 10 TB, are also available for purchase.

• Premiere Rush CC Starter Plan: Available for free, the Starter Plan gives customers access to all Premiere Rush CC features, use of desktop and mobile apps and the ability to create an unlimited number of projects and export up to three projects for free.

Notes from Adobe Max 2015

By Daniel Restuccio

Creativity, community, collaboration and the cloud were the dominant themes of Adobe Max 2015, which attracted over 7,000 creative types to the Los Angeles Convention Center earlier this week.

Adobe’s Creative Cloud, with 5.3 million subscribers, wants to be the antidote to the phenomenon of “content velocity” — the increasing demand for more content to be delivered faster, better and less expensively. They highlighted the following solutions for managing the emerging, worldwide, 24/7 work schedule.

Here are some highlights:
– Mobile apps: projects on mobile devices with apps like Adobe Comp or Adobe Clip and then get sent to desktop apps In-Design or Premiere for finishing. Newly announced app Adobe Capture aggregates Adobe Shape, Color, Hue and Brush into one app.
– Creative Sync: all assets are in the Creative Cloud and can be instantly updated by anyone on any desktop or mobile device.
– All Adobe apps are now touch enabled on Microsoft Windows.
– Adobe Stock — the company’s royalty-free collection of high-quality photos, illustrations and graphics, which offers 40 million images, will soon expand to video.
– Video editing: Premiere is already UHD-, 4K- and 8K-enabled with Dolby Vision HDR extended dynamic range exhibition on the horizon.

Director Tim Miller (R) with Deadpool movie with Adobe’s senior VP, Bryan Lamkin,

Director Tim Miller (R) with Deadpool movie with Adobe’s senior VP, Bryan Lamkin,

Movies and Premiere Pro
Deadpool director Tim Miller addressed the crowd and spoke with Adobe’s Senior VP/GM, Bryan Lamkin. Miller shared that David Fincher persuaded him to make the switch to Adobe Premiere Pro for this film. In fact, Premiere editor Vashi Nedomansky set up the Premiere Pro systems on Deadpool, which was shot on Arri Raw.

Nedomansky trained the editors and assistant editors on the system, which is pretty much a clone of the one he set up for David Fincher — including using Jeff Brue’s solid state drives via OpenDrive — on Gone Girl.

The Coen brothers next film, Hail Caesar!, is also being cut on Premiere, so I think we’ve hit the tipping point with Premiere and feature work. I don’t suspect anyone’s going to throw out their Media Composers anytime soon, but Premiere is now the little engine that could, like Final Cut was back in the day.

Photos: Elizabeth Lippman