Adobe I Have PSD

What if you could Photoshop your life?

Service

Capabilities

A person with short hair is wearing a white t-shirt with a pixelated graphic on the front, pointing at the graphic with both hands. The background features abstract yellow and blue brush strokes along with a tool palette from graphic design software.

The challenge

Adobe is the leading developer for creative software, including the ubiquitous Photoshop. For Photoshop’s 20th anniversary, Adobe approached Hyperakt with an open brief to design a creative piece that celebrates the iconic digital design tool.

The opportunity

Hyperakt’s concept was to show how Photoshop colors the world. We shot a short film about the daily life of designers and artists with Photoshop on the brain - “I Have PSD.” The tongue in cheek video imagines dexterity with Photoshop as a supernatural power, enabling the creative user to reimagine every aspect of his life and appearance.

A person lying in bed, appearing to have just woken up. Their eyes are partially open, and sunlight casts shadows across their face. They have messy hair and are resting on a white pillow with white sheets.

A man at a party, holding a green beer bottle, has a large yellow snake draped around his neck. A woman in a black hat and veil and another person in a colorful top are also present. A screen showing a list of files with playful names is on the right side. Decor includes balloons and streamers.

A person wearing jeans and white sneakers stands in front of a brick building with potted plants. A large brown shoulder bag hangs from their shoulder. The building has large windows with text that reads, "Inspire. Inform. Inspire." A toolbar is visible on the left side.

A split-screen image shows four separate close-up views of a man's face featuring different areas. Top left: the man touching his forehead. Top right: a close-up of his eye. Bottom left: his chin with shaving foam. Bottom right: his mouth with a toothbrush.

Impact

The video went viral: over 1 million views on Vimeo, 100K visits to the I Have PSD site, and 150K views on Youtube. We even inspired a number of parodies from admirers around the world.

Check out some funny behind-the-scenes photos here.