Best Entertainment Social Media Campaign, Best Marketing Social Media Campaign, Best Of Show Social Media Campaign

The primary audience was U.S. based professional and emerging creators, including filmmakers, video editors, VFX artists, and next-generation creatives who actively use digital tools in their workflows. A key segment included AI-skeptical creators who value craft, authorship, and creative control and are cautious about adopting generative AI. Secondary audiences included creative industry influencers, educators, and cultural tastemakers who shape broader perceptions of creative technology.

The goal of the campaign was to increase qualified consideration for Adobe Firefly by reframing generative AI as a collaborative creative tool rather than a replacement for human creativity. Adobe aimed to shift perception, build trust, and drive meaningful engagement by moving creators from passive observation to active participation.

By releasing an intentionally unfinished film and inviting creators to complete it using Firefly, the campaign sought to convert skepticism into hands-on experimentation. Success was defined not only by awareness, but by engaged interactions, creator remixes, tutorials, and sustained participation across owned, paid, and earned channels.

Ultimately, the campaign aimed to demonstrate that when imagination leads, AI follows - positioning Firefly as a creator-first technology that supports real workflows and diverse creative expression.

Contributors:

Global Head of Social Media :	Jared Carneson (Adobe)
Senior Manager, Firefly Social Lead :	Kristy Taves (Adobe)
Director of Editorial Strategy :	Hussain Ismail (Adobe)
Senior Creative Director :	Scott Durday (Adobe)
Firefly Social Strategy Specialist :	Junior Agbenowossi (Adobe)
Creative Operations :	Stephanie Lacke (Adobe)
Director:	Sam Finn (Cartel and Co.)
Executive Producer :	Ian Gipe (Cartel and Co.)
Executive Creative Director :	Adam Alshin (Hecho Studios)
Executive Producer:	TJ Docena (Hecho Studios)

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