The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Social Engagement / Community Building
Annual ID
OS_SM17072M
About the Work
Millions of images are created every day with Photoshop. But Photoshop is so much more than manipulation. You can create almost anything. From art to animation, it’s practically magic. We wanted to unleash the creative potential in our users. But how do you turn Photoshop manipulators into Photoshop magicians? We created a game INSIDE PHOTOSHOP. Launched on Facebook, 7 custom artwork files were downloaded directly into Photoshop, where they exploded into over a thousand layers and interactive elements. Players had to use all their skills to unravel the mystery of a magical kingdom. Or learn new skills, including 3D modeling and ActionScripting. They collaborated on Facebook, sharing tips, tricks, and original artwork. They even interacted directly with the characters themselves. After 7 days of gameplay, including a Facebook Live performance, we had lots of numbers, but only one that really mattered: we transformed over 5,000 Photoshop users into Photoshop magicians.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Edelman / San Francisco
Animator
Kevin Brown
Art Director
Teela Shandess
Mike Butler
Chief Creative Officer
Tom Parker
Creative Director
Tony Johnson
Executive Creative Director
Michelle Franzoia
Producer
Claire Fontana
Kirsten Golden
Product Manager
Lesley Albright
Jessica Huck
Writer
Justin Reagan
Agency Producer
Ellie Hardy
Content Strategist
Brendan Robertson
Amanda Sklad
Sara Azadi
Lucy Allen
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