Everyone Can Be an Artist Campaign

Creating ads for the Academy of Art University with the power of Adobe Firefly (Sponsored by Adobe)

Overview

Our team was tasked to pitch an advertising campaign idea that positioned the Academy of Art University and Adobe as pioneers of creative brilliance, blending artists' challenges with the innovative legacy of San Francisco. We employed Adobe’s new generative AI to deliver the concept, aiming to highlight the Academy's diverse departments and showcasing Adobe Firefly's transformative features. 

Role + Process

I played a diverse role in this project. I contributed in ideating our campaign idea, producing images with Adobe Firefly generative AI, editing the video, and presenting the final project to the client and sponsor. I also acted as the project manager, ensuring the team stayed on track with weekly deadlines and deliverables.

AWARDED BY ADOBE TEAM

Best Team Collaboration

The team at Adobe presented this award to our group for integrating the individual team members’ diverse skills to deliver the campaign.

BACKGROUND

Where the Story Begins

We live in a world that demands innovation but underestimates art. While using new smartphones, driving stylish cars, wearing fashionable outfits, or watching their favorite movies, many people overlook the art and design dedicated to these creations.

Locating in San Francisco, one of the most artsy cities, the Academy is the pioneer of online education in art schools, helping everyone realize their dream to become a thriving artist. Recognizing the dramatic growth in online learning, which makes higher education more accessible, the Academy aims to promote and encourage careers in art and design.

Key Message

"It Start Here" is the key message that promises a transformative creative journey, blending artists' challenges with San Francisco's innovation, showcased through the student portfolios and diversity at the Academy of Art University.

PROJECT SCOPE

Defining Boundaries and Deliverables

The initial scope was integrating the idea of “It Starts Here” to create an early draft of the ad campaign, including deliverables like a rough cut of tv spot, banners, posters, social media, and other creative forms of advertising. However, the final deliverable was changed to only showcasing the rough cut.

Challenge

The primary challenge was ensuring a balanced workload for everyone since our team was not specialized in video editing, causing a challenge to showcase our skills.

Target Audience

Aspiring artists (people who want to follow their passions but were not aware how diverse and lucrative a creative career can be)

HOW MIGHT WE…

…reach out to aspiring artists who wants to pursue art as a career but does not know where to begin, while promoting the Academy of Art University?

OUR CAMPAIGN IDEA

Everyone Can Be an Artist

San Francisco stands as the epicenter where groundbreaking ideas are born reshaping the world. At the core of this vibrant energy is the Academy of Art University, functioning as a magical portal that shapes individuals into artists.

Here, the next wave of designers and artists are nurtured and poised to leave an indelible mark on the world. At the Academy, we believe in unlocking the artist within. Explore your creativity here because everyone can be an artist.

It starts here.

TV Spot

Our idea revolves around the perspectives of aspiring artists creating art at the Academy, represented as a magical portal, after being encouraged to pursue their dream of becoming an artist. The photos and composition were taken and constructed by my teammates. The video and images were edited by me.

PROCESS

How Did We Get There

Since we had a photographer in our team, we decided to experiment and break the lines between photography and AI instead of solely relying on AI-generated images. Our process included generating images directly from Adobe Firefly website and using generative fill in Photoshop, incorporating AI and photos.

During the project, we did not have time to reshoot, so we took the opportunity to apply generative fill in creating a character.

Orignal Photo

Generative Fill in Photoshop

Orignal Photo

Generative Fill in Photoshop

What if We Could Promote With an Immersive Experience

BONUS FEATURE

Although the tv spot gives a glimpse of our campaign idea, I could not help but feel the outcome is lacking an engaging interaction. We did not have the chance to present other advertising concepts at the time, but I had an idea of creating an immersive experience with mixed reality (MR). Integrated with the generative AI feature as a plugin, the experience offers a first-hand opportunity in helping aspiring artists preview diverse creative paths while promoting the Academy and Adobe Firefly.

TAKEAWAYS

Learning From the Experience

Overall, the project was demanding but fulfilling. With distinct backgrounds, our team overcame the challenge of creating an ad video by working together, which eventually won the best team collaboration award. As a UX designer, I appreciated the opportunity to learn branding and advertising strategies, allowing me to view projects in a whole new perspective.

During the process, we also noticed that generative fill is great at creating backgrounds, giving more desirable results than content-aware fill in Photoshop. However, it did not deliver when editing details. While Adobe Firefly is a powerful tool to generate ideas, the current limitations of generative AI could introduce new challenges to the creative process.

Credits

Team

Edward Tsai, Maggie Tian, Alex Peskova

Resources

Adobe Firefly

Adobe Creative Suite