SourceCode: Live from Adobe MAX 2011

Text and photos by Gadjo Cardenas Sevilla

During today's Adobe MAX 2011 keynote we're standing by for the Nokia Theatre to fill up. We notice the platinum sponsors for the event are BlackBerry, HP, Sony, Samsung. As the seats fill up, they're pumping us with frenetic music mixes courtesy of a DJ on stage. I feel I am at a Russell Peters gig. Read the rest of our liveblog below.

9:30 - DJ is remiixng "Jump Around"

9:36 - The program will begin shortly, silence all celfones and.....PDAs

9:41 - Awesome violinist and ballerina are on stage

9:46 - Adobe Creative Cloud. Composed of creative services. Busniess Catalyst (existing Adobe service, small website for businesses), Font services and Digital publishing

-- Adobe has acquired Typekit. Founder and CEO Jeffrey Veen is on Stage explaining Typekit's hosted font service. These are web fonts that are dynamically generated, edited or altered.

Veen,"We have 60 foundries around the word and we serve over three billion fonts now."

- Showing how HTML can be used to alter font styles. 

- A couple of clicks can ge you the fonts you want to use for your projects.

- Veen is showing how fonts render differently on various browsers.

-Vanity Fair video is playing, Hamish Robertson Digital Editor of Vanity Fair.They're talking about taking InDesign and making it interactive. "Now the designer is integrated at an earlier stage, Robertson says, "It is how to tell the story in the best way. With images and videos. We had user generated content during Donald Trump's brief flirtation with the presidential run." They allowed users to draw hair on the Donald.

-Over 1000 publications on tablets using Adobe's publishing suite. Adobe's Digital Publishing suite is the number one suite. "We want to enable everybody to publish. We're announcing Adobe Digital Publishing Personal!"

- Adobe Publishing Single Edition brings digital publishing to the masses. It starts with InDesign for layouts. Build a Magazine in InDesign and it is hosted and published by Adobe. Folio producer allows multiple people to work on a magazine simultanously on the cloud.

-Digital Publishing Suite  -Single Edition is part of creative services. iOS, Android and PlayBook publications from a single workflow.

Lynch is talking about the creative cloud. "We understand all the formats you are using in your creative work." Shows how you can access PSD files on the web with the colour palette and additional data. Allows the manipulation of Photoshop layers on a cloud application.

"The site was designed to work across devices like tablets, computers and mobile phones," says Lynch. 

10:15 - Lynch is demoing creative cloud solution on a Samsung Galaxy Tab, a smartphone and a PC. The Smartphone isn't working well. With creative cloud, integration to Typekit is enabled. Click on a font in a document an it will take you to the Typekit page.

10:19 - Creative Apps - touch is the next leap in computer-human interaction. 

-New Adobe touch apps. Ideas has 2 and a half million downloads. Adobe Ideas can enable sketching on a tablet and then importing to Adobe Illustrator. 

10:27 - Adobe Carousel on iPad - Web Based photo storage and manipulation. Shows thumbnails onthe iPad and then downloads the full resolution version when needed. No more missing photos since they are all available on the cloud.

10:29 Lynch is showing  desktop version of Adobe Carousel. " You can share these Carousels with different people. You can take photos and contribute to the same carousel."

If you take a photo from Carousel, you do not need to do anything, the photo will simply update on the Creative Cloud.

Kuler, Collage and Adobe Debut apps are being shown. Kuler is a social network for colours. 

Demo from Sesame with Elmo and Grover and ....Angus Young of AC/DC in the Creative Cloud. 

10:40- Adobe Proto- Wireframe Website protoyping. They just demoed Adobe Proto which mocked up a website in under 10 seconds using gestures and multi-touch - impressive!. As someone who has had to do this longhand for web development, this app is simply astonishing. You can export to Dreamweaver.

10:45 - Photoshop Touch announced. An app implementation of Photoshop that uses multitouch, has layers and enables quick image editing on tablets.

10:51 - There are selective brushing tools on Photoshop Touch. I it is amazing to see how creative one can get with their fingers. Dodging, burning and effects. You can skew and see the layers in 3D now. You can flatten images and eventually share the image on the cloud. They demoed Facebook.

10:55 - One more thing with Photoshop Touch. You can composite live images using the tablet's crappy camera.

Lynch, "We have been enabling the use of styli in tablets. - they are demoing prototype Samsung tablet with press sensitivity."

"This is a transformative time for you and for Adobe. Thank you very much!