Studio Rx, part of the IPG Health network, has adopted Adobe Firefly custom AI models to enhance its production processes, particularly focusing on digital art transformation. This initiative is already producing notable outcomes.
The adoption of Adobe Firefly allowed Studio Rx to transform hand-drawn illustrations into digital art, a task usually requiring several months, in just 10 days. Remarkably, the team produced over 20 assets within this timeframe. According to Matt Hall, Executive Creative Director at Studio Rx, "When we used Adobe Firefly for this campaign, we knew we had trusted technology that could provide the efficiency gains we were looking for, while enabling us to maintain creative control over the content. What made it really special was how Firefly allowed us to retain the personality and style of our artist's work in the finished images, a critical aspect of how we wanted to portray our brand."
The process began with the digital arts team at Studio Rx creating a series of hand-drawn illustrations of the Rxies, a whimsical cast of characters representing the studio's capabilities. These illustrations, after approval, were then transformed into digital art using Firefly's Structure Reference and Style Reference features. These features enabled the creation of multiple variations from the reference images, which were then completed and showcased on their website in 10 days, accelerating the typical process by a factor of five.
Further illustrating the capabilities of Adobe Firefly, Studio Rx extended its application to more than just initial rebranding. The team trained Firefly with the initial set of Rxie images, enabling the system to generate new backgrounds, subjects, and foregrounds while maintaining brand consistency. This fine-tuning allowed for scalable content creation across various digital platforms, providing fresh content for email campaigns and social media posts with ease.
Graham Johnson, Chief Production Officer at IPG Health, noted the transformative impact of these AI tools on content creation efficiency. "AI tools like Adobe Firefly enable Studio Rx to deliver high-quality content with remarkable efficiency, and are scalable to manage the content needs of our healthcare clients. But it also opens up new possibilities of what can be created, such as hyper personalised content for patients or healthcare providers, and that's something our clients are really intrigued by."
In essence, the use of generative AI like Adobe Firefly showcases how IPG Health is integrating technology into its creative processes. Adobe Firefly models are specifically designed for commercial use, trained on licensed content such as Adobe Stock and public domain content, ensuring safe and reliable application.
Studio Rx's implementation of Adobe Firefly illustrates a significant step in leveraging AI to enhance creative processes. The efficiency gains and time savings achieved with Firefly have enabled Studio Rx to maintain high standards of creative output while showcasing new creative expressions anchored around the Rxies characters. This approach exemplifies how generative AI can complement human creativity in modern digital marketing.
