Business

Adobe’s Editing App ‘Project Rush’ Syncs All Projects to the Cloud

At the VidCon conference in Anaheim, Calif., June 19, Adobe introduced Project Rush, a new app that it said automatically syncs all of one’s digital workflows to the cloud, enabling them to be used anywhere, on any device.

Project Rush is “the first all-in-one, cross-device video editing app that makes creating and sharing online content easier than ever,” according to Steve Forde, head of product management at Adobe.

The new app was “designed to connect the professional and the user together,” and the company is also “taking advantage of” the Adobe Sensei artificial intelligence (AI) and machine learning technologies to provide additional “creative flexibility,” he told reporters, during a virtual news briefing ahead of VidCon.

“Unless you’ve been living under a rock for the last 15 years, you know the amount of online video being consumed and, as a result, created, has been exponential,” he said.

He added: “There’s never been more content from a video perspective in human history than now. And, because of that, there’s been a whole new class of users that, in some cases, work with our professionals [and], in some cases, are completely on their own that are delivering high-quality, professional-grade content to meet this demand.”

These new online video creators “have a few different criteria” when looking at what they’re delivering and how they deliver it, he said, explaining: “Just like professionals, they need to deliver high-quality content. They have to be able to have it on-brand. They have to differentiate themselves to reach their audience” from any device anywhere. But these video creators “are not as interested in developing the skill that the traditional craft video production editor or motion graphics artist or audio engineer would traditionally do,” he said.

Therefore, “we had to do something new” to address the demands of these video creators with its Creative Cloud (CC) applications and service offerings, he said, noting CC is one Adobe’s “primary businesses” and the company has been working on Project Rush “for quite some time.”

What Adobe ended up doing is take the engines of its CC After Effects, Premiere Pro and Audition apps and “combined it into a single engine,” he told reporters. The “identical” Project Rush product, with the “exact same features,” is being made available across all Android, iOS, Macintosh and Windows devices, he said, adding: “You can start on one [device] and complete your entire workflow” on another device, or “jump back and forth” between devices because “the cloud is automatically going to synchronize you, so that as soon as you do something on your phone, it’s going to be available to you on your laptop or your tablet.”

Adobe has “really blurred the lines between what is a desktop and a mobile device because we’re now giving you the exact same pixel quality that you would get [from] professional tools from any device that you happen to have, anywhere you happen to be,” he said.

Project Rush won’t be made available until later this year. But Adobe has “seen a great response from the users that we’ve showed this to and, at the same time, who have helped us build this,” Forde told reporters. A demonstration of Project Rush was then provided to reporters by Danielle Darby, senior product manager at Adobe.

Project Rush “delivers a streamlined and intuitive user experience,” Adobe said in its announcement, adding it makes simplified editing, color, audio and titling available at the user’s fingertips, “while Adobe Stockintegration and editable Motion Graphics templates allow you to get up and running quickly and for endless ways to customize projects”  The direct sharing functionality, meanwhile, has been “optimized across all your favorite channels” and that “makes it possible to share on social [networks] even faster,” Adobe said.\

Adobe is previewing Project Rush at VidCon during a product demo session June 23 and, throughout the show, Adobe will showcase how CC video tools including Premiere Pro, After Effects and Audition “help creators take their videos to the next level through a series of product workshops and panels,” the company said.