When MRM Brasil set out to market a laxative, they weren’t just creating a campaign — they were testing the limits of generative AI and delivering results that exceeded all expectations.

Working on behalf of Opella, a leading fast-moving consumer healthcare company, and Dulcolax, the world’s second best-selling laxative brand, the Interpublic Group agency (IPG) had two goals: be one of the first agencies to go live with a campaign powered by Adobe Firefly Custom Models, and create a successful, cheeky and charming marketing campaign to make audiences more comfortable with the topic. The earned-led campaign ultimately reached 5.9 million people in Portugal – nearly six times the original goal – drove over €6 million in earned media, and increased sales by 16.6%.

Before any of that could happen, the agency needed a concept bold enough to break through the noise. Drawing on MRM Brasil’s understanding of the consumer and insight from a survey of Portuguese women, chief creative officer Dogura Kozonoe and his team delivered a fresh creative concept: modern-day princess characters — diverse in race, size, and style — confidently claiming their porcelain thrones. The Dulcolax “Pooping Princesses” campaign would turn a taboo topic into something approachable, humorous, and surprisingly empowering.

Feeding the model, shaping the vision.

To bring their vision to life, illustrators first sketched a series of fanciful characters inspired by diverse backgrounds. Then, they incorporated Adobe Firefly — a commercially-safe family of creative generative AI models — and trained Firefly with their own proprietary assets to create a Firefly Custom Model.

The custom model generated a series of visually rich, inclusive characters, unlocking a faster way to create consistent, on-brand imagery. With each idea and iteration, the AI learned and improved. This fine-tuning process allowed the team to generate highly specific characters without starting from scratch every time — keeping the visual identity consistent, flexible, and uniquely theirs.

“It’s really a huge benefit and makes it easily scalable,” Kozonoe explains. “We were planning to do 30 or 40 illustrations, which would’ve taken three months using traditional methods. With Firefly Custom Models, we accelerated creative development. What used to take weeks, we now do in hours, of course, apart from internal approvals and legal time. We’ve gained precious time back to focus on important creative work.”​

High quality, speed, and ambition.

Firefly Custom Models let the agency create high-quality, on-brand content quickly, which helps them meet their needs and deadlines. But it also boosted their reputation. The MRM Brasil team was blown away by the level of accuracy and detail, down to princesses with freckles on their noses and delicate designs on their fingernails.

Ronald Ng, global chief creative officer of MRM, explains their approach with Opella. “It’s what Opella’s Chief Growth Officer, Alberto Hernandez, calls a ‘crazy elevated ambition.’ It’s to drive business growth by standing out in culture with the boldest creativity. It’s a unique model that is so refreshing for a healthcare company.”

As part of IPG’s investment in Adobe, agencies like MRM Brasil now have access to two groundbreaking capabilities: Adobe Firefly Services for generating content within their creative workflows and the ability to build custom AI models trained on their own brand assets.

Ethical AI that’s commercial-ready.

From the outset, the team had strict requirements. Any AI-generated visuals had to meet commercial standards, protect IP, and comply with ethical marketing practices. Firefly’s built-in protections and integration with Adobe Stock gave the agency the confidence to move forward, knowing the creative was both brand-safe and legally sound.

“We liked using Firefly Custom Models because the foundation model is commercially safe, indemnified, ethical, and high-quality compared to other models,” Kozonoe says. “We avoided copyright risks and ensured the content was only available to us and wasn’t used to train Adobe’s foundational models.”

Creative power at global scale.

IPG has strategically invested in Adobe GenStudio, an end-to-end content supply chain solution that optimizes the process of planning, creating, managing, activating, and measuring content for marketing campaigns and personalized customer experiences. During the Dulcolax campaign, MRM was able to leverage its offices across the globe, with regional teams contributing their expertise to train and deploy the custom model. Adobe GenStudio solutions supported the production of campaign assets, including voiceovers and videos, with Adobe Illustrator and Photoshop used to polish and align visuals.

By combining these tools, the team brought their princesses from concept to campaign faster than ever – and at a quality that surprised even the client. Campaign assets appeared across more than 200 out-of-home locations in Portugal, including bus stops and digital billboards, helping to destigmatize a health issue that affects 77% of women, 27% of whom link it to childhood habits.

The campaign’s success proves that when powered by the right creative tools, even taboo topics can become breakthrough moments. With Firefly Custom Models, MRM Brasil didn’t just move fast — they moved the conversation.

Discover how generative AI in Adobe Firefly Custom Models – safe for commercial use, scalable across teams, and customizable to your brand – drives business results.

Learn more about how Adobe GenStudio helps global teams plan, create, and activate content faster by streamlining workflows, scaling creative production, and delivering personalized customer experiences across every channel.

Aaron Mitchell Finegold is the head of product marketing for Adobe Firefly Enterprise, a suite of generative AI offerings that includes Firefly Services, Firefly Custom Models, and Firefly Creative Production. Previously, Finegold was the Chief Marketing Officer at Kinglsey Gate, a professional services multi-national, where he developed large and small language models. Earlier, he served as a business operations leader at LinkedIn, an associate partner at McKinsey & Company, and a strategy consultant at Ogilvy & Mather Worldwide. He has been published in Harvard Business Review, McKinsey Quarterly, and Thrive Global and holds an MBA from INSEAD.

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