Adobe at Cannes Lions | Our activations with Walt Disney Imagineering and L'Oréal Group.

Jacob Levitt: Hi, my name is Jacob.

Eric Matisoff: And I'm Eric.

Jacob Levitt: And welcome to the Adobe activations at Cannes Lions Parvis, partnering up with L’Oréal Group and Walt Disney Imagineering.

Eric Matisoff: We are showing how creativity, marketing and AI are blended together with our Adobe customers. You want to check them out?

Jacob Levitt: Let's step right in.

Eric Matisoff: So what do you think? Should we start with Disney Imagineering or head on over to L'Oréal?

Jacob Levitt: Listen, I'm a little biased. I'm a Star Wars guy. So I'm thinking we step into the lab and check out these droids.

Eric Matisoff: Okay, let's check them out.

Jacob Levitt: Cool

Jacob Levitt: So here we are in the activation itself, where we were taking a 2D ride vehicle sketch and transforming it into a near production ready asset using Adobe Firefly Foundry.

Eric Matisoff: I love it.

Jacob Levitt: Now Firefly Foundry is interesting. Proprietary model trained on your IP. In this case, 70 years of Imagineering data to take your ideas and bring it to life. Compress that ideation time so you're able to come up with new concepts and bring magic to life that much faster.

Eric Matisoff: I love it. Can't wait to do it.

Jacob Levitt: So we're gonna choose one of our various presets for Star Wars. And we’re gonna do Kyber Resonance because Foundry understands contextually the worlds of Walt Disney Imagineering. And so you can say very simple things and it understands it. So you can actually make some cool generations on the other side. Hit on generate. And now we're going to get four new options. Speed us up a little bit. We have our main selection here. It’s able to bring that all together into a final composite asset.

Eric Matisoff: Okay.

Jacob Levitt: But you got to make sure it's production-ready, right? So I actually want to take that and go image-to-3D because Adobe Firefly Foundry not only can be done with 2D models, it can also do 3D, audio, video. And just like that, we actually now have our 3D model. But it goes even better than that because it's not just the 3D model.

Eric Matisoff:

Yeah.

Jacob Levitt: As an Imagineer, I want to make sure all the parts are working and the components fit together. So, I actually get asked to do an exploded view and it will immediately break it out.

Eric Matisoff: Okay.

Jacob Levitt: This is the step where I'm able to send it over to my team, be able to refine it, get it so it's ready for use in the parks, ready for further development and, let's say, I want to export it. If I move my way right down here, you'll see that asset now being used in videos here on the Parvis.

Eric Matisoff: Yeah, I'm ready to go on that ride. Let's go.

Jacob Levitt: Pretty cool, right?

Eric Matisoff: Yeah. It's beautiful.

Jacob Levitt: And boom, there's our creation. Just like that.

Eric Matisoff: Love it. So, what do you think? Should we check out L'Oréal next?

Jacob Levitt: Let's do it. So what are we doing here?

Eric Matisoff: So we're partnering with all four brands of L'Oréal. You can hop in the makeup chair here.

Jacob Levitt: Amazing! I'm going for that dewy complexion. What do you think? How am I looking?

Eric Matisoff: I think you're looking perfectly Cannes right now, but I don't know.

Jacob Levitt: We'll see. Eric, you're too kind. Let's hop in there.

Eric Matisoff: Okay, let's get your headshot done.

Jacob Levitt: So, time to strike a model pose.

Eric Matisoff: Great. So, yeah, make sure you're looking good. We want to have a fun pose here for your advertisement. Beautiful. So, what we're going to do is we're going to start with that headshot and merge it into our creative workflows so that we can create your own advertisements for L'Oréal that are on-brand, using AI. You want to check them out.

Jacob Levitt: Let's do it.

Eric Matisoff: Okay, great. So we just took your headshot and it pops up here on our computer. So now we're taking that ad and bringing it into Adobe Firefly for Creative Production. This is an entire workflow that is simplifying and enabling creatives to scale and speed up their ability to deliver on-brand assets for L'Oréal. From here, this is where the Adobe Firefly comes in.

We're actually doing some relighting, some touch ups. Since you didn't get all your makeup done, we're going to handle that in post-processing. So we can dig into a cool white key light from the left side, highlighting your cheekbones.

Get in further, another option that we're delivering is a luxury beauty retail environment with a soft lavender pink ambient light. Most importantly, we're not altering anything about your image. We're just simply doing a little bit of retouching, which is pretty standard work for our creative. And this one is adding a golden hour glow for you as well. So, we'll take that prompt, pop it into our generative models. We can remove the background, turn it into a transparent image and then we're going to overlay you and merge it with all of these different assets here. Now this is the most important part of the system, is that we're using Adobe Brand Intelligence to validate the brand and make sure that you are on brand with how L'Oreal likes for you to be shown and for their images to be shown as well. And here we go. We've got all your different options. We can click through to see all of your different ads.

Jacob Levitt: I mean, if I hadn't choose, I feel like that one is looking pretty good down there.

Eric Matisoff: You look fantastic. I would buy these lashes and mascara for me, that's for sure. There we go. So we'll go ahead and send that to printer and we'll go check it out. You want to see your own advertisement where you're the model for L'Oréal?

Jacob Levitt: I would. Love to. All right. And that's amazing.

Eric Matisoff: There you go. You can scan it. You'll get access to all your images and have a whole lot of fun. I don't know; I love these activations with L'Oréal and Walt Disney Imagineering. I had blast with you, Jacob. You?

Jacob Levitt: I had a blast with you, Eric and I hope you had a blast at Adobe's activations at Cannes Lions 2026.