Adobe
Adobe needed go-to-market support for a major product innovation: Adobe Firefly, a generative AI model series that makes a great deal of design and creative work as easy as writing a prompt. We. worked with Adobe to created a campaign heavy on visuals worthy of the product and focused on its potential to drive the future of creativity.
Content assets and messaging showed how Firefly transforms the creator-computer experience, making it more natural, intuitive and powerful. We. leveraged producer- and decision-maker-level relationships with major broadcast networks to co-create eye-catching, made-for-TV content. Prebutting anxiety about AI content piracy, the campaign also made clear Adobe’s protections for creators, including a creator compensation model and a “Do Not Train” tag for excluding keeps creative work out of AI models.
Firefly was featured in segments like “The future of photos and A.I.” (NBC Today show) and “Adobe adds new generative AI tool to Photoshop” (CBS Mornings). The company’s stock price surged $261 during the campaign, a whopping 70% increase directly credited to campaign’s efforts.
And Adobe is a revitalized brand with new cultural resonance, positioned as a trendsetter in AI and creativity.
“A launch success doesn’t get any more measurable than seeing our company’s stock price immediately jump by well over half.”
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