ADOBE $10,000 CHALLENGE IS COMPLETELY GAGA

Popstar Lady Gaga teams up with Adobe for a big-prize creative contest

Pop sensation Lady Gaga is offering photographers and visual artists a once-in-a-lifetime opportunity with a surprising Adobe collaboration. The Lady Gaga Chromatica Challenge asks photographers to provide their interpretations of the world of the performer’s latest album, Chromatica.

The contest asks entrants to use exclusive assets of Lady Gaga to create original works. The idea is to produce materials that add to the inclusive theme of the album. The concept promotes equality, and winning entries will demonstrate this aesthetic.

“My fans have consistently shown their love and creativity through their art over the years, and always make me feel so happy and understood. I can’t wait to see what

Chromatica means to them,” Lady Gaga reflected. “BloodPop [producer] brought it up, and we talked about how Chromatica was essentially on its own when you first look at it. It’s all the colours, all the sounds – we’re talking about inclusivity and life. I said, ‘Okay, well, yeah, it’s inclusivity, but it’s really a way of thinking’”.

Adobe suggests using the assets in any way that’s representative of these inclusive qualities, “from self-portraits to abstract representations of the Chromatica state of mind”. The assets were curated by Lady Gaga herself and incorporate images and icons associated with the album branding, plus illustrations and even typography.

Ann Lewnes, CMO at Adobe, said, “Adobe’s mission has always been to empower people to express themselves creatively. Now more than ever, creativity is being used to speak out against inequality, cope in the midst of a pandemic, and, hopefully, build bridges with one another”.

The prize includes $10,000 cash, a signed Lady Gaga print, and a 12-month CC subscription. The Contest closes on 21 July.