Millions of images are created every day with Photoshop. Users tweak, toggle, transform, and even transmogrify. Spare tires become six packs. Six packs become ten packs. Moments become memes.

But Photoshop is so much more than manipulation. You can create almost anything. From art to animation, it’s practically magic.

So how do you unlock the power of Photoshop. How do you unleash the creative potential in our users? How do you turn Photoshop manipulators into Photoshop Magicians?

We created a game INSIDE PHOTOSHOP.

Seven custom illustration images from artist Matteo Basini. Over a thousand layers of interactivity. And one incredible story of a magical kingdom filled with riddles, puzzles, and mystery were unleased through social media to our dedicated Photoshop users.

Drawing consumers in with our highly stimulating creative, the Photoshop game ‘There’s Magic Inside’, was launched on Facebook. The first social post provided users their first interactive game layer to begin playing! To move to the next levels players had to use all their Photoshop skills to unravel the mystery. Or learn new ones, including 3D modeling and ActionScripting. They collaborated on Facebook, sharing tips, tricks, and even their original artwork as they pieced together clues, and unlocked new parts of the story.

Our social campaign helped build up excitement and anticipation for our theatrical Facebook Live event. Fans had to ‘flock to unlock’ to release further clues whilst having the opportunity to engage with the Mad King!

In the end, over 5,000 players discovered the mystery of a kingdom divided by a king gone mad. The campaign resulted in over 800k engagements, 25 million impressions, and over 2 million views of our teaser video and Facebook Live performance.

But most importantly, Photoshop magic became core skills that our players could now use every day. Thousands of Photoshop manipulators became Photoshop magicians.

Photoshop. There’s magic inside.