Made to create: how Adobe tools drive Super Bowl-scale creativity
Super Bowl Sunday isn't just a game. It's a cultural spotlight where brands earn attention through story, craft, and sheer volume of impressions. Last year's broadcast drew more than 127 million viewers-and Super Bowl LX will bring even more eyes, ears, and screens.
This year, "Made to Create" shows up across the Bay Area as a living system-billboards, trolleys, rideshares, airports-built so fans and creatives see, feel, and interact with a single idea everywhere. The goal: deliver massive reach without losing the art.
Scale meets craft
Coverage matters, but consistency wins. The rollout stretches across airports, transit, and city corridors with a connected visual language that holds up whether you see it on a 10-foot LED or a rideshare door at a red light.
- 32 LED screen placements at SFO, SJC, and OAK airports
- 52 freeway and in-city billboards
- 32 light rail and cable car trolley wraps
- 120 transit shelters
- Nearly 400 wraps for Lyft cars, bikes, and bike stations
The creative system was built fast-weeks, not months-using Adobe Firefly Services and Creative Cloud. The work stayed consistent, on-brief, and ready to adapt across formats without rebuilding from scratch.
How the team delivered-fast
Firefly Image Model 5's conversational interface let designers change color, tone, and structure in seconds. Need a warmer palette for transit? A darker treatment for night-time OOH? Quick prompts, quick swaps-even on mobile between meetings.
Assets were refit for every surface and spec without losing the core look. Teams used approved elements that respected Adobe and NFL brand guidelines, so speed never compromised standards. The result: a distinct identity that reads across channels while staying brand-safe.
The official fan experience partner of the NFL
Sports is multi-channel entertainment now-broadcast, social, digital activations, real-world moments. As the NFL's official fan experience partner, Adobe works with all 32 clubs to help fans feel closer to the teams they love, across every touch point.
For Super Bowl week, Adobe and the NFL built two digital activations using Firefly: fans could design custom NFL helmets and cleats. The same APIs powered an on-site uniform creator at NFL House in San Francisco-so VIPs and partners could craft their own looks in minutes. Select AI-driven visuals from these tools also appeared in out-of-home placements, mixed with designer-built assets for a cohesive system.
Creators + AI: the practical stack
AI didn't replace the creative team-it removed friction. Designers set the vision, then used generative tools to multiply versions, test variations, and ship work that holds up across formats. Human taste stayed in charge. Throughlines stayed intact.
- Use conversational prompts to iterate fast-then refine by hand
- Design modular assets that resize and reformat cleanly
- Build one visual language, many executions
- Lock brand governance into your workflow from the start
- Ship quickly, update continuously, keep the story consistent
What you can copy for your next big moment
- Start with a system, not a single ad. Define palette, type, motion, framing, and negative space rules you can apply everywhere.
- Make prompts part of your style guide. Document prompt patterns that consistently deliver on-brand results.
- Design for mobile edits. Assume someone will need to fix tone, crop, or copy from their phone between locations.
- Connect digital activations to OOH. Repurpose fan-generated or AI-generated visuals into outdoor placements to keep the experience coherent.
- Centralize approvals. Use shared libraries so every team works from the same, approved building blocks.
Super Bowl moments remind us: scale is meaningless without taste. And taste doesn't have to be slow. With the right system and the right tools, your team can move fast, stay consistent, and make work people actually remember.
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