Acrobat 8: Photographic acrobatics enhance product image, identity
The name alone conjures an image of fluid action and skillfully executed motion.
The challenge for Adobe Systems: How to convey that visually in creating product identity and related branding materials for Acrobat 8.0.
According to the Camera Toss blog, the task was accomplished in a novel way. Working with a major design firm, Adobe was able to solicit a variety of images from select members of the Camera Toss community — like-minded people who create photographs by literally tossing cameras in the air, capturing an image while the camera is airborne.
Or as explained in this excerpt from a beginner’s guide to camera tossing:
“Find a simple light source such as a lamp or TV, about 5ft away from this place cushions (or anything else soft) on the on the floor then kneel down, holding the camera just above them. Toss the camera about a foot into the air and press the shutter as late as you can before letting go, being careful to toss the camera straight up. Then let the camera do all the work while you concentrate on the catch!
Remember it’s not about how high you toss, it’s all about the spin you put on the camera. Repeat the toss spinning the camera with a flick of the wrist as you let go, obviously there are many ways you can spin the camera and they all give different results, so keep experimenting checking your results as you go to hone your technique. Next try a different light source or try combining another light source with the existing one.”
Check out a variety of results on Flickr.
Adobe apparently purchased a number of these randomly captured images for use in Acrobat 8 product branding and identity, which naturally is quite a feather for camera-tossing enthusiasts. As noted in the Camera Toss blog:
” … the company that produces Photoshop thinks our photos … taken by some of the cheapest cameras out there … mostly produced in camera without Photoshop/editing … are cool enough to grace the design for one of their award-winning products.”
