Case Study: Adobe transforms Sundance 2025 into an immersive Behind the Scenes experience with Amplify

Adobe boosts Sundance traffic 53% with Amplify

Adobe, a long-standing sponsor of the Sundance Film Festival, faced the challenge of transforming a new, larger three-floor gallery space into an immersive hub for the 2025 event. They partnered with brand experience agency Amplify to create a space that celebrated the "Behind the Scenes" of filmmaking and was inclusive of everyone involved in the creative process, not just the top-billed names.

The solution implemented by Amplify was a thematic experience across three floors, each dedicated to community, creativity, and conversations. The design drew inspiration from the filmmaking process and Adobe's own tools, incorporating elements like gaffer tape, flight cases, and transparent grids to create a playful and surprising environment. The results were significant, with Amplify reporting over 11,100 visitors, a 53% increase in traffic from the previous year, and high engagement across various activations and events.

Adobe