News  August 20 2021 Is Joining Forces with Adobe

Ashley Hall

Head of Post / VCS Product Director

FrameIO and Adobe join forces


The big news out of San Jose, California this morning, Adobe today announced it has entered into a definitive agreement to acquire, a leading cloud-based video collaboration platform. With over a million users across media and entertainment companies, agencies, and global brands, streamlines video production. With a process that enables video editors and key project stakeholders to seamlessly collaborate using cloud-first workflows.

Combined with Adobe’s industry-leading creative software, including Premiere Pro and After Effects,’s review and approval functionality, delivers a collaboration platform reshaping the video editing process.

Whether streaming the latest binge-worthy series or starting a movement on social media, video creation and consumption is experiencing tremendous growth. Video teams must keep their fingers on the pulse, producing an ever-increasing volume of content. Plus each video project requires various stakeholders, including video editors, producers, agencies, and clients. Video workflows are disjointed with multiple tools and communication channels used to solicit stakeholder feedback. eliminates the inefficiencies of video workflows by enabling real-time footage upload, access, and in-line stakeholder collaboration in a secure and elegant experience across surfaces.

  • Collaboration is the next wave of creativity: Digital collaboration is now the foundation of all creative endeavours. Adobe’s acquisition of brings Adobe Creative Cloud’s collaboration services to video. Building on recent innovations for creative collaboration including Adobe Creative Cloud Libraries, Cloud Documents, Design Systems in Adobe XD, Adobe Stock, and Adobe Fonts, all of which together with, will make it easy for teams to collaborate across Adobe Premiere Pro, Adobe Photoshop, Adobe Illustrator, and other Adobe Creative Cloud applications.
  • Video workflows must empower all stakeholders: Everyone from video editors, to producers, to marketers will benefit from seamless collaboration. The combination of and Adobe, will bring workflow functionality built natively in Adobe Creative Cloud applications like Adobe Premiere Pro, Adobe After Effects, and Adobe Photoshop.
  • Innovation benefits the video ecosystem: customers and partners will benefit from the company’s robust plug-ins and third-party application support along with new innovation. With the addition of, Adobe Creative Cloud’s commitment to enabling collaboration across all creatives will extends beyond Adobe’s application and into to the growing number of third-party applications.

“We’ve entered a new era of connected creativity that is deeply collaborative, and we imagine a world where everyone can participate in the creative process,” said Scott Belsky, Chief Product Officer and Executive Vice President, Creative Cloud. “With this acquisition, we’re welcoming an incredible customer-oriented team and adding’s cloud-native workflow capabilities to make the creative process more collaborative, productive, and efficient to further unleash creativity for all.”

“ and Adobe share a vision for the future of video creation and collaboration that brings together Adobe’s strength in video creation and production and’s cloud-native platform,” said Emery Wells, co-founder and CEO. “We’re excited to join Adobe to continue to drive video innovation for the world’s leading media and entertainment companies, agencies, and brands.”

Upon close, co-founder and CEO Emery Wells and co-founder John Traver will join Adobe. Wells will continue to lead the team, reporting to Scott Belsky. The transaction, valued at $1.275 billion, subject to customary purchase price adjustments, is expected to close during the fourth quarter of Adobe’s 2021 fiscal year and is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.

Both companies have worked closely with Green Rock over the years. With our own Green Rock VCS product leading the way in fully virtualised cloud-based post-production and video editing, it’s great to be part of an industry that is evolving to the changing work landscape and offering new solutions to the future ways of working.

“This is such exciting news at a pivotal time for the future of the video production industry. We continue to be proud to work closely with Adobe and are excited about this coming together – designing the workflows needed for video editing of tomorrow. They represent some of the most inspiring and innovative companies in the video editing space, alongside our partners such as BeBop Technology. It’s such an exciting time to be in the industry and playing a leading role in where it goes next

Simon Green, CEO & Founder Green Rock

As Green Rock continues to innovate and lead the way in virtual workflows designed for hybrid and remote working, as well as producing future first content for brands and broadcasters, the future is looking bright from where we are sitting.

Well done to the respective peoplep at and Adobe Creative Cloud

Want to get to the Future first? Set up a demo for Green Rock VCS today.

Ashley Hall

Head of Post / VCS Product Director

Ash is VCS Product Director and Head of Post Production at Green Rock. With a foundation in editing, production and post-management across Broadcast and Digital and Virtual Workflows, Ash leads the Virtual Creative Solutions product, Green Rock's pioneering fully virtual post-production technology.

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