Launching Adobe Firefly and Gen AI.
For quite some time, Adobe has been the preferred choice for creatives to showcase their ideas to the world. However, in the face of competing platforms that provide user-friendly drag-and-drop interfaces and the increasing prevalence of AI-powered tools, enabling virtually anyone with a keyboard to become a creator, Adobe needed to reaffirm its position as the industry leader among emerging creative talents.
Given that many emerging creatives harboured uncertainties about the impact of Gen AI on both the future and the creative industry, we aimed to empower them and illustrate its potential and how it could push their creativity in exciting new directions, giving them the ability to takeover tomorrow.
Given that many emerging creatives harboured uncertainties about the impact of Gen AI on both the future and the creative industry, we aimed to empower them and illustrate its potential and how it could push their creativity in exciting new directions, giving them the ability to takeover tomorrow.
An unexpected glitch disrupted Adobe Tutorials and micro-influencer social videos that were meant to prepare creatives for the upcoming Takeover Tomorrow event.
Integrating Gen AI into a creative workflow often stirs controversy within creative communities. Nevertheless, Firefly provided three creative professionals with different backgrounds with the means to propel their projects and ideas to new heights.
We gave each creative a brief and brought to life their endeavours through Adobe's channels and digital media, emphasising their contributions, ranging from reimagining public spaces to shedding light on the profound impacts of climate change.
We gave each creative a brief and brought to life their endeavours through Adobe's channels and digital media, emphasising their contributions, ranging from reimagining public spaces to shedding light on the profound impacts of climate change.
We shot and produced a panel discussion featuring The Takeover Tomorrow creatives which was broadcasted on the world stage at Adobe Max 2023 - a first for Adobe ANZ.
Each spoke through their creative and how the power of Firefly and Gen AI helped bring their visions for the future to life.
Each spoke through their creative and how the power of Firefly and Gen AI helped bring their visions for the future to life.
The Results
Unique Interactions 51.1m
Focused Video Views 44.3m
Final Interaction Rate of 57%
The Hero Video and Victor’s Work Delivered Interaction Rates Over 100% indicating people were eager for multiple viewings.
Takeover Tomorrow outperformed previous campaigns by 612%
Unique Interactions 51.1m
Focused Video Views 44.3m
Final Interaction Rate of 57%
The Hero Video and Victor’s Work Delivered Interaction Rates Over 100% indicating people were eager for multiple viewings.
Takeover Tomorrow outperformed previous campaigns by 612%
Credits: Hopeful Monsters
