Adobe Premiere Rush
A dobe has a substantial user base, what with its Photoshop and Illustrator, which kind of started an industry — or at least forced a pivot from an existing industry. It also managed to resurrect a flailing Premiere from the ’90s to a non-linear editor that now competes in the market space with the likes of Avid, and arguably has supplanted Final Cut Pro. And After Effects definitely holds its place in the motion graphics and commercial industries. In fact, the whole Creative Cloud provides creators from many disciplines to create the images and sounds they want and need to create.
However, there is a huge market out there of content creators who don’t have the need or the time to dig into the overhead and complexity of Premiere Pro and After Effects. They want to shoot on their phone/tablet. Have access to the data to cut together. Put in a couple cool transitions. Layer in a title and float it in the social media streams. Adobe Rush attempts to fill this niche.
Rush is essentially a stripped-down version of Premiere Pro. It’s meant for the filmmaker who is on the go, shooting and cutting on the fly. You have footage. You have a timeline and viewer. And you have a preset window. What is fantastic and a step forward in UX design is that the experience from mobile to tablet to desktop is the same. Everything functions in the same way.
As a Rush subscriber (or Premiere Pro — or the full Creative Cloud), you have cloud storage. So, Rush automagically syncs your footage to the cloud, and then it’s accessible on all your devices. But pfft, you scoff, I have 4K footage, I don’t think my iphone is going to deal! When the footage syncs, a proxy of the footage is created, and then utilized on smaller, less powerful devices. If you make changes to your edit on your phone and go back to your desktop, Rush knows to switch back over to the 4K footage.
The presets are available to get things done quickly and efficiently — and not so much for customization. So transitions and titles are limited, yet practical. The editing process is a drag-and-drop event. Setting in and out points, or slipping and sliding clips on the timeline, is shy near impossible on a phone. Then, the resolution preset are specifically designed with social media in mind, exporting out the proper resolutions to Facebook or Youtube or the square for Instagram.
As I mentioned, Premiere Rush is bare-bones … for now. It’ll get more robust as they hear back from the users as far as what they need. But, out of the gate, if you’re already a content creator, and on the Creative Cloud, you have no excuses to not give this a shot. Website: www.adobe.com/products/premiere-rush.html Price: $9.99 a month (Premiere); $29.99 (Premiere + Pro); $52.99 (Creative Cloud All Apps)
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