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

Hand Model

Entered 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

We took a two-pronged approach to our tutorial content: human or cultural insight paired with social-first storytelling. 

Starting with the insight, many Adobe Photoshop users are small business owners who may not have the resources bigger corporations have to bring their product photos to life. There’s nothing worse than capturing a whole shoot of product shots and realizing the nails don’t match the aesthetic. That’s where Adobe Firefly Generative Fill comes in. Goodbye to unmanicured nails, and say hello to any nail style that adds an extra pop to a product shot. 

To bring this insight to life, we tapped into a native social-first storytelling format with a before and after style video. We opened right on the hook, letting users know that this video is going to tell them how to “make over” their old product photos. From there, we show the before photos and the need to solve for the unmanicured nails. We then dive into a quick-paced screen recording in Photoshop that shows how Adobe Firefly can perform a “make over” on the product photos. In doing so, we dont just show how it can be done but how the small business owner can experiment with the feature to find the perfect match to make their product pop. The video wraps with before and after shots to show the transition. The end result is a video that shows a relevant use case people may have not thought of and pioneers new solutions for small business owners. 



The video saw nearly 160K views on both Instagram and TikTok and resonated with our followers. The comments on this video reflected that we had indeed inspired new use cases and this one specifically was relevant to our audience. Several users commented things like “I hadn’t thought of that use case” and “Oh wow this is what I was searching for 😍❤️”.

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