Adobe Firefly 🍳 🚗
Social Creator Personas [Gearhead/Outdoor chef]

The Problem
Adobe was running into a classic paid social headache: lots of spend, not a lot of love. Clicks and impressions for Adobe Firefly just weren’t where they needed to be. Turns out, talking to everyone can sometimes mean resonating with… no one.

The Idea
So we flipped it. Instead of mass marketing Firefly, we zeroed in on the people who’d actually geek out over it—creators. The die-hards. The ones already living in generative AI.

From there, we developed creator personas for paid social—starting with gearheads and outdoor chefs, while alluding to all creators—and started speaking their language. Less “marketing voice,” more “this feels like it was made for me.”

The Execution
I helped creatively direct and shape the strategy—building out these personas and guiding the tone so everything felt more fun, conversational, and human (read: not written by a committee in a conference room).

The Results
Impressions jumped. Engagement followed. And the approach worked well enough that Adobe rolled with this persona-driven strategy moving forward. Not bad for talking to the right people instead of… everyone.

Creative Director: Emma Dowling ACD/Writer: Yours Truly Copywriter: Bee Ferguson Art Directors/Designers: Vanasa Ramos, Charles Hilger