Loyalty to Adobe Photoshop was waning. Many young creatives were turning to cheaper design tools. We needed to do something drastic. So we committed a murder – a virtual murder – and turned Ps itself into an interactive whodunit. Thousands joined the hunt for the killer. In the process they rediscovered their love for Photoshop. 

This innovative activation became a cultural phenomenon, and we followed up each year with bigger and better Ps Mysteries.