How 5 iconic brands use Adobe Firefly generative AI to turn dreams into reality.
Imagine a magical machine that can create your wildest dreams. What would you make if nothing was off-limits? A school of technicolor goldfish taller than the Statue of Liberty? The childhood toy you always wanted to unwrap? Maybe even your imaginary friend, brought to life?
With Adobe Firefly, this dream becomes reality. This transformative generative AI technology, embedded across Adobe Creative Cloud, empowers anyone to create imagination-fueled experiences that defy the limits of innovation. By seamlessly integrating into existing workflows, Firefly enhances creativity with trustworthiness and safety for businesses, making generative AI an essential creative companion.
The fantastical scenarios cited above aren’t hypotheticals at all but actual use cases from major brands leveraging Firefly to extend their team’s creative capacity. Here's how they did it.
IBM "Trust What You Create" campaign.
During Adobe Summit 2024, IBM’s “Trust What You Create” campaign captivated audiences by turning the 366-foot-tall Las Vegas Sphere into a virtual fishbowl using Adobe Firefly generative AI technology.
The design team at IBM used Firefly to create campaign visuals that illustrate what can happen when AI goes wrong. The campaign depicted common AI pitfalls like bias and noncompliance represented in glitched, quirky creatures — including a “drift fish” that's really a hamster with fish fins, and an “untrained fish” made of solid gold.
This campaign demonstrates how Firefly helps design teams tackle the challenges of scale and complexity while maintaining trust and oversight, ensuring generative AI serves as a dependable and effective tool in the creative process.
Denise Zurilgen, IBM global executive creative officer, told Marketing Dive, “We’ve all seen what can be made with AI, and there’s a lot of frenzy around needing to use it, but not much about how you need to be able to trust it. To bring that message to life, we wanted to make the overall campaign really playful and inviting, as well as educational.”
Studio Rx, An IPG Health Company — accelerated rebranding with Adobe Firefly.
Studio Rx, a global production company within IPG Health known for its innovative approach to healthcare marketing, recently embarked on a dynamic rebranding journey that showcased exciting new possibilities for collaboration between human creativity and generative AI production. Central to this effort were the "Rxies," a whimsical set of characters created to embody the studio’s unique capabilities and storytelling prowess.
The characters, initially brought to life through hand-drawn sketches, became vibrant digital assets with the power of Adobe Firefly and Custom Models, a feature that allows enterprises to train the Firefly model on proprietary content. This made it possible to seamlessly transition from sketches to polished visuals, streamlining a process that often consumes weeks or months into hours and days.
“Firefly allowed us to retain the personality, creative control, and style of our artist's work in the finished images, a critical aspect of how we wanted to portray our brand,” says Matt Hall, executive creative director of Studio Rx.
Over a span of just 10 days, the studio produced more than 20 high-quality assets, showcasing the Rxies in their full, whimsical glory. This rapid turnaround exemplified the ideal collaboration between human artistry and generative AI.
Paramount+ (IF movie) — unlocking fan engagement with personalized experiences.
To mark the streaming debut of the movie IF, the Paramount+ creative team launched a social media campaign designed to access childhood nostalgia and imagination. Inspired by the film’s storyline of Bea, a 12-year-old reconnecting with forgotten imaginary friends, the campaign invited fans to describe their own “IF” characters using the hashtag #BringYourIFtoLife across social channels. Designers used Adobe Firefly to convert these descriptions into personalized digital drawings within minutes.
While creating more than 70 custom images, each maintained a consistent aesthetic inspired by the movie’s sketchbook style, ensuring every fan submission felt personal and authentic. Descriptions like, “A lightning bug, with eyes and smile, at an easel painting” and “A smiling snowman holding balloons,” were brought to life with Firefly with stunning speed and creativity.
“Firefly helped us drive content creation in a way where images could be personalized on a one-to-one basis and boost fan engagement,” says Matt Hernandez, SVP and head of design for Paramount Streaming.
Deloitte Digital — reimagining a global brand.
Deloitte Digital reimagined its global brand identity using Adobe Firefly generative AI. Central to this transformation was the Orb Foundry, a tool allowing teams to generate striking three-dimensional orbs embodying Deloitte’s brand essence. Simple prompts produced custom 3D orbs with rugged clusters of jagged stone and swirling marbles of molten metal, created in seconds, each unique and brand-approved.
Previously, creating new brand assets was a complex, time-consuming process. Integrating Firefly for on-demand asset creation for their Orb Foundry product revolutionized the workflow for teams across 30 international markets, drastically reducing production timelines while maintaining brand integrity and cohesion.
“We were able to build our brand in a way that allows our teams to personalize their work, all while staying consistent with brand guidelines and freeing up creatives to do deeper, more innovative work,” says Mark Singer, US chief marketing officer and agency lead for Deloitte Digital.
Adobe Brand Studio — creating an imaginative visual identity for Adobe MAX 2024.
Adobe Brand Studio redefined the visual identity for Adobe MAX 2024, the world's largest creativity conference. With more than 10,000 in-person attendees, nearly a quarter million virtual attendees from around the world, and millions who visit the website, engage on the mobile app, and view ads, creating a cohesive and compelling brand identity required deep thinking and imagination.
Adobe Brand Studio pioneered an innovative creative process that blends generative AI with human creative control.
Inspired by the vibrant creative culture of MAX’s 2024 Miami Beach location, the team used Adobe Firefly to adapt abstract designs into psychedelic explosions of color and texture across massive surfaces—both physical and digital—larger -than-life installations, and undulating animations that brought the united vision to life.
The creatives produced hundreds of unique and on-brand assets that reflected the year’s MAX expression, “creative possibility,” all while maintaining the integrity of human ingenuity.
“We wanted Firefly to be a key part of the process,” said Michael Jarrott, Adobe creative director, “but we didn’t want to lose the hand of the creator.”
A new age of creative thinking.
The integration of generative AI into the creative process has become a catalyst for visual evolution. By bridging the gap between imagination and execution, Adobe Firefly allows creators to explore uncharted territories and bring their most ambitious ideas to life. As these tools become more accessible, the creative landscape is experiencing a groundbreaking transformation, opening doors to unprecedented possibilities.
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