Adobe acquired the online collaborative platform Frame.io late last year and brought it into its Creative Cloud suite. But what is Frame.io and how can it help creative teams work better together? DIYP spoke to Michael Cioni from Adobe about the acquisition to find out more.
Frame.io is an interactive online platform that allows teams to connect their video with all of their collaborators. Editors, content creators and clients. Wherever they are in the world they can easily and fully interact in the full creative process.
“One of the most important things in the post-production world is being able to comment and share feedback,” says Michael. “We’ve made that into the most elegant experience and can ensure that no matter what kind of production you’re on, you can be succinct and clear in time-code accurate comments.”
The comments are actually stapled to the video which means that you no longer have to lose yourself in a thread of inaccurate email chains that can easily get lost.
“Adobe really is the perfect place for us [Frame.io] to live,” says Michael. Indeed, Adobe has a ton of similar applications pertaining to the visual and creative industries. Really then, it was a no-brainer to be taken under Adobe’s wing. And now it’s not just video that you can collaborate on.
In conjunction with Adobe, Frame.io is allowing the collaborative conversation eventually within all of Adobe’s applications, not just the video-centric apps. That’s pretty massive, particularly considering how the pandemic has changed the way a lot of people work. Projects are much more likely to be carried out by people in separately these days without ever having to meet up face to face. And what’s more, if you already have the subscription to Adobe’s Creative Cloud, you have free access to Frame.io.
Soon then, we could see photographers and retouchers being able to use it with creative directors and brands within Photoshop.
“The goal is to be able to capture and share it, whatever it is, as quickly as possible,” says Michael. “If you can draw it [a stray hair for example]…it’s so much more specific than writing a text message or email.”
So how does it work? It’s built upon a concept called Camera to Cloud which shares camera takes directly to the Frame.io platform, and now also to Premiere Pro. This means that editors can begin reviewing and editing footage immediately while the crew is still shooting. Everything is timecoded and compatible and uses cell phone technology to work so that you don’t even need to mess around creating infrastructure.
No longer do you have to slow down your workflow running memory cards and hard drives between cameras, crew and editors. “This is the only technology in the world that can connect people on a set with a camera to a mobile device, to an editor, with this level of specificity and depth,” says Michael.
So you may already have access to Frame.io without even realising if you’re a Creative Cloud subscriber. It really does seem like an amazing platform, and definitely worth further investigation if you haven’t explored it already.
Adobe Creative Cloud is available via subscription from $54.99 per month.
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