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Special Project

Special Project
From the 16th Annual Shorty Awards

Repair Your Blinker

Gold 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

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

We started with a human insight - what is the thing we most frequently wish to change in our favorite images? The answer was clear: the times someone blinks in an otherwise perfect photo. Tale as old as time! (Or, erm, cameras.) This created an opportunity for humor and delight, centering a non-professional experience to ground and demystify the technology. Like many of our videos, it also normalizes those on-the-surface trivial adjustments that actually hold so much value in terms of preserving memory and bringing us joy. 

To bring this insight to life, we tapped into a native social-first storytelling format with talent and a greenscreen-style video. Knowing the audience is quickly scrolling through their feeds, we opened right away on the hook and introduced our friend the blinker that ruined the perfect Instagram-worthy pic. From there, we do quick edits showing off how Adobe Firefly Generative Fill can be used to repair the situation and your friendship. Voiceover is then used to add context and fun commentary to keep viewers engaged. The end goal is a fun and pithy social media tutorial to make sure no pictures can be ruined by blinker friends. 

The goal of this content was to mirror the look of creator content so that it feels native to social media feeds, while also positioning Adobe as just another member of the creator community sharing creative tips and ideas.



The video saw over 95K views on both Instagram and TikTok and resonated with our followers. The comments on this video reflected that we had indeed captured a human insight, with folks referencing those pesky old family photos and how relevant this use case was for them. Several users commented things like “This is a game changer for holiday photos” and “Friends don’t post bad pics of friends! You are hero status!” 

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