The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 16th Annual Shorty Awards

Grandma’s Film

Audience Honor in Instructional Video


Adobe Firefly was new to the market in 2023, and it quickly took off in social as a fun new thing to try and share in your feed. Our task was simple: make this more than just a short-lived social media trend. We needed to sustain this excitement and momentum, while continuing to showcase daily and relatable use cases with the product. Our audience is a combination of small business owners, entrepreneurs, content creators, designers, really anyone who is interested in flexing their creative muscles. With such a broad audience, we wanted to bring to life all the different ways that Adobe Firefly’s Gen AI could enhance your day-to-day creativity. To do so, all of our videos tapped into social media trends and cultural truths to uncover new use cases that were showcased in social-first tutorials. 


Strategy and Execution

It’s no secret that generative AI is a hot button issue to a lot of critics, many of them expressing justified fears about its role in the arts landscape. We, however, believe in Adobe generative AI’s ability to contribute positively to our demographic’s lives. One of generative AI’s superpowers is the ability to pull on context clues to put together a world greater than the one we can see. There is an emotional value to that, and a historical one.

There is no greater power in storytelling than authenticity. Designer Gina Marchini has been the beating heart behind many of our videos, sharing her real experiences as a part of her narrative process. In this video, Gina, who lives close to her abuela in Miami, tells a story relatable to so many who have lived The American Dream. She vulnerably shares her family’s experience immigrating from Cuba, and the nostalgia for those early days when America felt new, exciting, and hopeful. This tutorial shows users how to use Adobe Generative Expand to expand old photos, Photoshop to clarify them, and a personal determination to bring them to life, sharpening ancestral memories for herself and for her grandmother. 



The video saw over 85K views on both Instagram and TikTok and resonated with our followers. The comments on this video reflected that the sweet narrative paired with a compelling use case was especially relevant to our audience. Several users commented things like “Omg, I have so many pictures I need to try this with!” and “multigenerational slaying.” 

Ultimately the goal of our content is to inspire new and interesting use cases with Adobe Firefly, and this video gave our audience just another way that they can be using Generative AI features on a daily basis. 



Entrant Company / Organization Name

Deutsch LA, Adobe


Entry Credits