We shot a hero video featuring three known photography influencers as they shot images on location in Norway, France and London. This inspirational film was complemented by a set of 8 tutorial videos featuring the photographers themselves, and a weekly contest via Instagram. Amateur photographers were encouraged to post their own before and after shots on Instagram for a chance to win a free drone and a Photography Plan subscription for a year.

Supported by a dynamic social media campaign, the contest generated over 3,000 entries in 8 weeks and resulted in a spike in mobile downloads of Lightroom CC. This highly successful campaign has also generated over 4,500 tutorial views so far.