The Unfinished Film

The Change that Matters

Adobe had lost the creative community’s trust. Faced with a wave of AI competitors and widespread skepticism about Firefly’s capabilities, creators weren’t just choosing other tools — many were actively hostile to Adobe’s AI direction.

The Work

To rebuild Adobe’s reputation from the inside out, we partnered with acclaimed AI filmmaker Sam Finn to create an intentionally incomplete film — made entirely with Adobe Firefly — then invited four global creators to finish it their own way. By positioning creators as co-directors rather than product users, The Unfinished Film proved Firefly could bring any creative vision to life while reframing AI as a collaborator, not a replacement.

The Impact

The campaign generated 5.7 million interactions in the first seven days, with Adobe’s hero YouTube video surpassing 1.4 million views. Media coverage appeared in 40+ global outlets with 100% positive-neutral sentiment — and Noméie Pino alone drove 2.5 million interactions with just 144K followers, proving authentic content outperforms reach every time.