A fresh crop of creativity.
ProSiebenSat.1 PULS 4 accelerates ideation to production for Farmer Wants a Wife with Adobe Creative Cloud.
40%
faster prototyping for concept development
Same-day
approval of campaign visuals
30%
shorter production timelines, keeping episodes and promos on schedule
“Adobe Firefly gives us the tools to think bigger. We can push our creative limits and deliver quality ideas that truly connect with our audience at speed.”
Tim Conrad
Creative Conceptor and Producer, ProSiebenSat.1 PULS 4
Keeping ahead of the field demands innovation.
Love is always in the air in Austria’s countryside — especially for farmers. A global sensation for nearly two decades, Farmer Wants a Wife is one of Austria’s most beloved television programs, airing on JOYN and ATV, part of the ProSiebenSat.1 PULS 4 network and Austria’s largest private broadcasting group. ProSiebenSat.1 Media SE holds a leading position in German-speaking entertainment, renowned for other flagship programs such as The Masked Singer and Germany’s Next Top Model.
The Austrian version of Farmer Wants a Wife introduces a new group of farmers looking for love while celebrating the country’s rural beauty and the people who call it home. Each April, after weeks of filming, the lean creative team of just 26 people at ProSiebenSat.1 PULS 4 races against time to prepare promos and digital assets for the show — while also balancing responsibilities for other network programming — so everything is ready by mid-May for broadcast and streaming on JOYN, the network’s digital platform.
To create high-quality, locally relevant entertainment that stands out in a crowded market, the team must differentiate Farmer Wants a Wife from the German version to build deeper affinity with Austrian audiences. For Martin Härtlein, Head of Creative, and Tim Conrad, Conceptor and Producer, these demands pushed them to identify opportunities for creative innovation and efficiencies across their entire production process.
“Our audience expects a glossy, cinematic version of love and life in the Austrian countryside,” says Härtlein. “We have to deliver that, year after year, in record time.”
From ideation to film shoots and production to post-production, the team embraces Adobe Creative Cloud — including AI-powered tools such as Adobe Firefly, Frame.io, and generative AI Partner Models — to streamline workflows, improve creative ideation, and amplify production value.
Turning creative sparks into stories.
Every season gives the creative team fresh stories to tell and new opportunities to capture the beauty of the Austrian countryside. The team also brings bold, imaginative ideas to life with concepts that push creative boundaries while staying true to the show’s heartfelt tone. To achieve this in the past, early visualization relied on rough sketches and lengthy discussions. That process is now much faster and more collaborative with the generative AI capabilities of Firefly and an integrated ecosystem of generative AI Partner Models including Veo 3 and Flux.
Using these integrated tools, the team created mood boards in Firefly boards and turned one example of a whimsical concept into reality: placing the show’s host in a rodeo-style scene, riding a cow. A precise AI prompt set the direction: a joyful woman wearing a traditional Bavarian dirndl, in mid-air on a cow, with a sunny alpine meadow in the background. The team then iterated on costume color, background, and props to finalize a set of concepts used in billboard ads. What once required extensive mock-ups and long approval cycles became a smooth, same-day process by using Firefly to iterate on and produce realistic visuals in minutes.
Since adopting Firefly, the team has cut average prototyping time by 40%, allowing them to explore creative directions without worrying about wasted time.
“Adobe Firefly gives us the tools to think bigger,” says Conrad. “We can push our creative limits and deliver quality ideas that truly connect with our audience at speed.”
From set to studio in real time.
Tight production schedules are no longer a challenge for the team. Their connected workflow keeps every step of the process moving smoothly, from ideation to post-production and distribution.
“Everything is in sync,” says Härtlein. “When someone is on set, someone else is editing in Vienna, and another person is creating assets for social. Everyone knows what’s happening. It feels like one continuous process in the Adobe environment rather than separate steps.”
Promo editors begin work while filming continues thanks to the Camera to Cloud feature in Frame.io. During the last season alone, the team handled more than 1,200 clips, including 152 drone shots and over 15 hours of raw material for the promotional campaign. Instant uploads from the field eliminated the old delays of waiting to return to the studio. Editors made timecode-accurate comments and markups in Frame.io. Combined, these factors reduced overall production time by 30%.
Efficiency also gets a boost from Media Intelligence in Adobe Premiere Pro, which makes locating the perfect shot — a sunrise drone clip or a quiet moment with a horse — as simple as typing a keyword. “What used to take hours now takes minutes,” says Conrad. “That frees us to spend more time on the story itself.”
“ Adobe gives us a comprehensive creative platform to make content that feels fresh, polished, and deeply connected to our audience, season after season.”
Martin Härtlein
Head of Creative, ProSiebenSat.1 PULS 4
Cinematic stories, local roots.
Firefly also plays a key role in post-production, powering Generative Fill features within Adobe Photoshop to enhance on-location footage and create the rich, cinematic look that viewers love.
Alpine valleys appear more expansive. Sunsets last a little longer. Any distracting elements, such as equipment in a frame, vanish seamlessly. “We’re creating the Austria that people want to escape to,” says Härtlein. “It still feels authentic, but the emotional connection is even stronger.”
During one campaign, Firefly enabled the team to salvage B-roll footage of farm animals that would have otherwise been unusable. By extending short clips and adjusting shots — like making a chicken appear to look into the camera — they transformed imperfect footage into polished, usable content without needing reshoots. “Animals never look where you need them to,” says Conrad. “Now, we can extend or adjust previously discarded clips so they work beautifully. It keeps the production on track and raises the quality at the same time.”
The freedom to create, simplified.
Every element created within the Adobe ecosystem — from Firefly prototypes to Adobe After Effects motion graphics — is designed with commercial use in mind, helping teams reduce the effort once required to negotiate contracts or licensing with third-party vendors. “We now have the confidence to move quickly,” says Härtlein. “Our content is prepared for broadcast, streaming, and social channels without the lengthy legal reviews that used to slow us down.”
Proven impact, on-air and offline.
This results-driven workflow is paying off where it matters most: on screen and with audiences.
The latest season of Farmer Wants a Wife averaged a 14% market share, accounting for more than half of the network’s overall Austrian market share among 12–49-year-olds. This success drove strong audience engagement on JOYN, reinforcing the show’s position as one of Austria’s most popular programs.
“We are working faster and with more confidence,” says Conrad. “This gives us the opportunity to focus on making the show better every year.”
Preparing for the next season.
Together, Conrad and Härtlein are exploring new ways to push creative boundaries. They’re testing generative video, using additional Partner Models in Firefly, and automating repetitive tasks to give the team even more time for storytelling.
“Our goal is to keep raising the bar in media production and redefine storytelling,” says Härtlein. “Adobe gives us a comprehensive creative platform to make content that feels fresh, polished, and deeply connected to our audience, season after season.”
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