Adobe’s Creative Suite is one of the most popular programs for creatives across the world - but in an increasingly crowded market implementing a seemingly endless amount of new AI features, new Firefly features were getting lost in the clutter. Our challenge from Adobe: create a series of engaging content that showcases new features in a quick and shareable way to help break through the AI creative noise.
Adobe’s audience is actively looking for solutions to their creative problems - not a full rundown of every feature under the sun so it starts to feel overwhelming. With that in mind, we wanted to create content that focused on one specific aspect of Firefly that creatives could immediately find beneficial and interesting.
We went into our content development process with three words in mind: ‘clarity, relevance, and action.’ Given the confusion around the variety of AI creative tools we needed every feature shown to be clear. The features also would need to be relevant to a broad scope of creatives who would be watching and lastly we wanted everything to feel easy to take action on - not a crazy task that would require endless learning to use. The result was a video series that spanned across Adobe’s social channels highlighting key features of Firefly that worked to both educate and excite Adobe’s audience of what was now available to them.
Adobe reported that the launch of Adobe Firefly was one of their most successful releases ever. Our content came at a time where 70 million images had been created by Firefly, and in the three months following our series that number surpassed 1 billion. The Firefly features that our videos covered have become so popular that they have now been integrated into other key Adobe apps.
