Adobe’s Creator-First Campaign: Key Findings
Adobe’s latest initiative, The Unfinished Film, invites creators to complete an AI-generated sequence using Firefly’s new video features. Artists remix director Sam Finn’s original scenes, offering varied takes that come together in a collaborative final cut. This campaign puts Firefly forward as a platform focused on creators, providing content credentials and safe access to commercial AI models.
What if you could finish a film your own way, using just your imagination and AI tools? Adobe’s global project does exactly that. Announced July 31, it challenges creators to remix a short sequence developed by AI storyteller Sam Finn with Firefly’s growing suite of generative video capabilities. The brand’s message is clear: “Sam started the film. You finish it.” This frames the project as both a collaborative effort and a practical demonstration of Firefly’s power in everyday creative hands.
Firefly supports the entire creative workflow, from moodboarding with Firefly Boards to generating video, audio, and effects using models from Google, Runway, OpenAI, and others. Unlike many AI tools, Firefly includes Content Credentials, which ensure proper attribution and user control over assets. This is central to Adobe’s creator-first philosophy. As Finn puts it, the campaign is about opening doors for new voices and unexpected perspectives by removing traditional barriers.
Creators Rewrite the Script Their Way
To show what’s possible, Adobe invited five creators to craft their own versions of Finn’s original sequence:
- Jad Kassis
- Phil Cohen
- Noémie Pino
- Keenan Lam
- Ethan Tran
Each creator brought a distinct style and narrative approach to the same raw footage. Finn then combined these remixes into a master cut that premiered on July 31. Viewers can explore the interpretations, behind-the-scenes clips, and filmmaker tips on Adobe’s @adobefirefly channels.
Notably, studios like Paramount+ are already adopting Firefly to speed up campaign content production while maintaining studio-level quality and control. Firefly allows creators to safely experiment with commercial AI models while keeping ownership of their ideas intact. This aligns with Adobe’s broader goal to make advanced AI tools accessible without compromising artistic vision.
Can AI Actually Improve Human Creativity?
Adobe asks the right question: it’s not about what AI can do, but who stays in control. The best part of The Unfinished Film is the creative space it offers for personal interpretation. This project models how AI can fit smoothly into creative workflows—not by replacing imagination, but by extending it.
By inviting creators to take the lead, Adobe sets an example for how AI tools can support artists without overriding their vision. Earlier campaigns also demonstrated Firefly’s end-to-end production capabilities, reinforcing the idea that AI can be a reliable partner in creative projects.
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