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Special Project

Special Project
From the 11th Annual Shorty Awards

Adobe D&D: The Terror Of Undermountain

Winner in Graphics

Finalist in User-Generated Content, Art Direction, Technology

Bronze Honor in Contest or Promotion

Entered in Images, Multi-Platform Partnership, Multi-Platform Campaign, Online Community, Call to Action, Storytelling


Photoshop is so much more than photo manipulation. It's the most powerful tool in the world for designing original art of any kind. We needed to engage and inspire the Photoshop community to dream bigger and do more with Photoshop.

Strategy and Execution

Through research we learned that our Photoshop community loves to play Dungeons & Dragons. So we partnered with Wizards Of The Coast, creators of D&D, and wrote a new story about a terrifying monster in the Ruins Of Undermountain. Then we challenged the creative community to bring the Terror Of Undermountain to life in Photoshop.

We created ads and social content using D&D miniatures and a 3D printed dungeon. We partnered with some of the most popular fantasy artists to create content, host live monster making tutorials, and illustrate a downloadable custom creature kit.

We also secured dozens of highly targeted media stories throughout every phase of the campaign to drive engagement and signups.


Results included 200,000 engagements, 20,000 signups, 5,000 monster kit downloads, 3,000 new Photoshop downloads, and 2,000 monsters created.


Video for Adobe D&D: The Terror Of Undermountain

Entrant Company / Organization Name

Edelman, Adobe


Entry Credits