adobe gets fans to photoshop the next d&d monster

Photoshop wanted fans and users to see their decades-old image editing app in a new light, so we challenged everyone to create an image nobody could unsee—Dungeons & Dragons’ newest and scariest monster ever.

We partnered with Wizards of the Coast, publishers of the iconic game that’s been making a resurgence everywhere from Stranger Things to pop music to comedy podcasts, and together we invented an all-new creature designed to strike fear into the hearts of tabletop adventurers everywhere. Then we launched with a highly-targeted campaign featuring a series of hilarious short videos that spoke directly to our target of fantasy-miniature-loving-dungeon-dwellers. With content reflecting gamer life, real-world events like Halloween, and contest milestones, each video took viewers on a tongue-in-cheek quest into the lair of our new monster—the Terror of Undermountain.

Everything drove to an entry page festooned with official artwork, my backstory for the new monster, more info on the judges, and videos from Dungeons & Dragons’ artists and creators.

The results, like the monster herself, exceeded our wildest imaginations.

Check out the case study here: