For Premiere Pro’s 25th anniversary, Adobe partnered with Imagine Dragons to launch the world’s first open-source music video. We released all the raw footage from “Believer” and challenged creators everywhere to “Make The Cut” using a free trial of Premiere Pro—giving aspiring editors unprecedented access to professional content and the incentive to explore pro-level creativity.

The 25-day global campaign spanned social, Adobe.com, influencer outreach, email, and live events, supported by behind-the-scenes content, band messages, workshops, and localization in 11 languages. The result was a cultural moment that showcased Premiere Pro’s power while inspiring the next generation of editors.