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Adobe Sundance 2025
Amplify + Adobe conceive a space that celebrates the concept of Behind the Scenes.
Challenge
Adobe has been a sponsor at Sundance Film Festival for over a decade, welcoming creators into their brand space, championing independent filmmakers and celebrating the next generation of storytellers.
For Sundance 2025, Adobe was moving into a new, larger space on Main Street and approached Amplify to help them transform a three-floor gallery space into an immersive hub.
Insight + Strategy
Adobe's products and services underpin the film creative process every step of the way. From the first draft to the final cut, from moodboarding to visual effects the Adobe Suite supercharges creativity and helps filmmakers achieve their creative goals.
For many film festivals, the focus and attention lie with the names at the top of the call sheet, but Adobe really wanted this space to feel like it was a space for anyone involved in filmmaking, whether gaffer, sound mixer, DP, or lead actor.
In previous incarnations at Sundance, Adobe had celebrated their community with vibrant portraiture of filmmakers at work, but this year we wanted to shift the perspective and go one step further by looking through the eyes of filmmakers into the world of their work.
Solution
We worked closely with Adobe’s creative team to conceive a space that celebrated the concept of Behind the Scenes. This wasn’t about making guests feel like they were on a backlot or in the edit suite, but rather designing a space where the process of creating films became art in its own right: taking the ubiquitous and making it one-of-a-kind.
The direction for graphics, architecture, and experience was therefore to identify the textures, typologies and touchpoints our audience sees every day then turn them into something playful, beautiful, and – at times – surprising. We took inspiration from throughout the filmmaking process – the monochrome, paper world of scripts, the exposed edges of scenic backdrops, camera monitor overlays, even on-set paraphernalia like cabling, gaffer tape, and flight cases. We then combined them with nods to the Adobe tools our audience uses every day, like anchor points, transparent grids, bounding boxes, and the RGB gradient.
We decided to theme each floor around a different element of BTS – community, creativity, and conversations – giving each area its own aesthetic and purpose in terms of experience and programming.
Passing under the iconic Adobe Lens, guests moved into the interior through an immersive, fully red-branded corridor. After check-in, they were welcomed into the community space, where they could warm up, grab a coffee at The Spike coffee bar built from flight cases, and pose for a photo in our Live Set experience. They could also explore the work of filmmakers taking part in Adobe’s Fellowship programs displayed in a sculptural screen setup, reminiscent of video villages, and grab a puffer jacket from the Wardrobe Dept.
As guests worked their way up to the second floor, they passed through an art installation composed entirely of Gaffer tape – the unsung hero of any production. The creative floor above centered around celebrating the Adobe tools and products, and giving guests a chance to get hands-on with some of the newest technologies the Suite has to offer. There was a meeting room with a bold graphical wall made entirely of soundproofing material and a chroma key photo experience.
On the third floor, guests entered the community space for talks, panels, and events. On arrival, they were greeted with a cyclorama stage with Adobe red exposed edges and an immersive bar inspired by the After Effects timeline. There was also an Art Department where guests could customize beanies with Adobe and Sundance-themed patches.
Throughout the space, are peppered surprise and delight moments that further celebrated the world of creativity and filmmaking – transparent grids were vinyled onto windows, gaffer tape did the heavy lifting in terms of wayfinding and playful projections of keyframes, timeline-inspired patterns, and RGB gradients lifted the evening events and photo experience.
Results
THE ADOBE HOUSE
The Adobe House returned stronger than ever, drawing significantly more visitors than the previous year and creating a dynamic, immersive hub at Sundance. For the first time, Adobe introduced a dedicated meeting space, sparking valuable face time with key customers.
11,100+
visitors
53%
increase in traffic from last year
150+
directors fitted in Sundance Filmmaker jacker
294
engagements with "The Set Activation"
8,000+
cups of coffee and hot chocolate served
590
RSVPs for Crew Call Party