Apparatus for generating and editing media assets based on context is provided. In one example, the apparatus includes logic for causing the display of a suggestion for a media asset to a user based on context, logic for receiving at least one media asset, and logic for receiving an edit instruction associated with the at least one media asset. The context may be derived from user input or activity (e.g., in response to inquiries, associated websites where an editor is launched from), user profile information such as community or group associations, and so on. Additionally, context may include objectives of the user such as generating a dating video, wedding video, real estate video, music video, or the like.