Paramount is one of the most iconic names in entertainment. But in a crowded landscape of streaming services, how do you stand out?  Paramount+ answered with “Fan Frontier,” an innovative and interactive social experience. As part of the Find Your Mountain on Paramount+ campaign, which remixes hits like Survivor vs. Yellowjackets or Mean Girls Meets Gladiator, Fan Frontier invited audiences to make their own mashup. The idea was simple: turn the classic Paramount Mountain into a digital landmark where fans could “claim” their own spot.

The new campaign asked fans on Facebook and Threads to share a favorite Paramount+ series and a dream destination. With Matt Hernandez, SVP, head of design, and Kelsey De Weerd, senior director of design, leading the creative team, the designers leveraged Adobe Firefly Custom Models to generate bespoke images that captured the essence of each title and the chosen destination. Those images were used to create official land deeds — featuring the fan’s handle and the custom design. These keepsakes offered audiences a meaningful and tangible connection to the Paramount+ brand.

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The creative challenge.

Fan Frontier didn’t materialize out of nowhere. It was an extension of last year’s playful IF activation, where the team used Adobe Firefly generative AI to co-create fans’ imaginary friends — learning how to prompt, iterate, and create with a new tool. Scaling that idea to the full Paramount+ catalog raised the stakes. The team had to move fast on real-time prompts requested by fans through social posts and still deliver high-quality visuals that felt unmistakably Paramount+.

“The real challenge was capturing the feeling of a series in a single static image, and fast,” Hernandez says. “Each scene had to evoke a specific show, its world, tone, and visual cues.”

Early tests with Firefly image models and a shared style kit surfaced small inconsistencies in tone and style. That’s when the team turned to Firefly Custom Models, a version of Firefly they could train using their own curated brand style and hand-picked assets. “We noticed a huge improvement in turnaround time and consistency,” De Weerd says. “The custom model learned our style and let us push creativity without losing the look.” The team ended up with images that evoked the essence of a title without depicting it directly, achieving personalization at scale that still felt handcrafted.

A social sprint.

Launch day began on social media. With Dave Perry, vice president of digital and social marketing, leading the campaign on Facebook and Threads, prompts began flowing in from enthusiastic audiences. Designers from Paramount structured the prompts for the custom model, anchoring every scene to the Paramount Mountain and layering in each fan’s favorite title and destination. With the use of Firefly, the team maintained accurate outputs for each prompt in a cohesive palette and remained true to the brand, even as volume increased. A living prompt library emerged, and best practices were shared in real time.

“We had 16 designers working together in Adobe Firefly,” De Weerd says. “Generative AI enhanced the capabilities of our team, allowing us to collaborate faster and at a much larger scale.”

Fans were all in, with more than 500 comments on the launch post. The team transformed 150 of those fan suggestions into visuals using Firefly Custom Models, delivering a new deed roughly every 2.5 minutes, and drove hundreds of thousands of organic impressions in the first 48 hours. “The fan response on social was overwhelmingly positive,” Perry says.

Taking it live.

At San Diego Comic-Con, the campaign took on a physical presence.  Select fans had the opportunity to claim a plot of land, including a physical deed with their custom image. Behind the scenes, Kelly Burchard, social media manager and producer, was on site interacting with fans, asking their favorite shows and destinations in real time. Working alongside the social media team, a hybrid crew kept the engine running with designers working in parallel, a production team templating and personalizing deeds, and Firefly helping generate more than 10,000 images throughout the activation.

“Going live added a new level of complexity,” Hernandez says. “We had a tight window, our team supporting remotely, and everything focused on-site in San Diego, then printing and getting deeds into fans’ hands.”

A new rhythm.

By delivering personalized, on-brand experiences at pace, Fan Frontier boosted brand visibility and solidified Paramount+ as a creative, forward-thinking platform. “When a fan sees their favorite title remixed with their dream destination and walks away with a deed, it becomes real. You can feel the connection,” Hernandez says.

Internally, Adobe Firefly Custom Models functioned as an AI-powered creative tool within the design department, helping the team personalize quickly, maintain high quality, and expand variety without sacrificing the Paramount+ look. “We trained a whole new team on Firefly,” De Weerd says. “Senior designers worked together to learn the new tool, collaborate, and create a new kind of workflow utilizing Firefly.”

Looking ahead.

Fan Frontier gives fans a personal stake in the brand world — transforming participation into ownership and affinity.

And above all, it’s AI as a tool. “We’re builders,” Hernandez says. “Firefly is a tool that lets us build faster while staying true to the brand and to the fans.”

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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