Super Bowl Sunday is one of the biggest cultural moments of the year—where sport, storytelling and creativity collide on the world’s stage. Last year alone, more than 127.7 million people tuned in across TV and streaming platforms and the Super Bowl LX promises to attract more fans than ever, as fans relive a championship rivalry that still lives large in football history.

Of course, the Super Bowl has never been just about the game. It’s a major cultural event and THE advertising opportunity of the year for brands that want to raise their profile and become part of the cultural zeitgeist.

If you’ve been in the San Francisco Bay Area recently, you will likely have seen billboards, trolleys, cars, bikes and more featuring our “Made to Create” advertising—a celebration of the creative potential in everyone. It’s about empowering creators—designers, marketers, storytellers and fans alike—to bring ideas to life using Adobe’s industry-leading tools, including Adobe Firefly Services—our comprehensive collection of generative AI and creative APIs—and Adobe Creative Cloud, which integrates every creative workflow across our business in a single AI-powered environment.

Building connected, consistent and creative experiences at scale.

With tens of thousands of fans heading to Santa Clara for the big game and hundreds of millions more watching from around the world, scale matters—but so does crafts. In the lead-up to the game, our Made to Create creative shows up across the Bay Area: from LED displays at San Francisco, Oakland and San Jose City airports, to promotional billboards along the motorways and in major Bay Area cities, to light rail wraps and ride-share integrations. It’s something that moves with us, connects us and shapes how we experience culture together.

In addition to artist commissions, our incredibly talented teams created the assets for “Made to Create” in just a few weeks using Adobe’s integrated suite of creative technologies and rolled out the immersive, integrated campaign in a way that felt connected, consistent and intentional.

For instance, the conversational user interface in Firefly Image Model 5 allowed our designers to change asset features like colour and tone in a matter of seconds, even when editing from a mobile device on the fly. Not only did this cut down our asset creation times, it also made it easy for designers to adjust and reformat assets for use across different campaign channels. In turn, that enabled us to carve out a unique creative identity for “Made to Create”, while ensuring that we used only approved content that respects both Adobe’s and the NFL’s brand guidelines.

The official fan experience partner of the NFL.

Sports are now multi-channel entertainment and every league and team is thinking about how to make sure they’re relevant, engaging and exciting at every touch point. We believe the most powerful brands don’t interrupt culture—they help create it. As the NFL’s official fan experience partner, we work closely with all 32 NFL clubs throughout the season to help them to create and scale memorable fan experiences.

Adobe is helping the NFL infuse generative and agentic AI to reimagine how fans engage with their favourite teams and player in a way that feels personal, connected and authentic across every channel so people around the world can feel like they’re part of the action and deepen their love for the game.

To elevate the experience for online and mobile audiences, Adobe and the NFL joined forces to develop two digital activations, powered by Adobe Firefly, that allow fans to let their imagination run wild by designing customised NFL helmets and cleats of their own. To enhance the experience even further, we used the same Firefly APIs to build an AI-powered uniform creator at NFL House in San Francisco on Super Bowl weekend, which will host Adobe’s VIP guests and C-Suite partners.

This spirit of integrating experiences across platforms shaped our entire campaign strategy. For example, we adapted some of the AI-generated images created with our helmet and cleat creators for use in out-of-home assets, like our billboards. Combining these AI elements with our designers’ original creations elevated our out-of-home storytelling, bridging the unlimited possibilities of AI content creation with the human touch that only an experienced designer can deliver.

Creators and AI winning together.

Every fan experience—and in fact every experience we help our customers deliver—is about building connections and amplifying the way brands engage with their audiences. Whether they want to capture an audience during high-profile events like the Super Bowl or craft AI-powered journeys that resonate with customers at scale, our solutions help businesses drive engagement while unlocking new forms of creativity and efficiency for their teams each day. As far as we’re concerned, that’s the ultimate touchdown.

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