Adobe has unveiled Firefly Foundry, a platform for commercially safe AI models that are tuned to a company or IP owner’s unique, proprietary brand or franchise content. Those omni-models can generate high-fidelity images, video, audio, 3D and vector outputs with a complete understanding of a brand or franchise’s creative universe.
According to the company, Firefly Foundry helps the media and entertainment industry move faster while preserving artistry, authorship and ownership. It aims to empower studios and creatives to enhance storytelling by rapidly generating engaging short-form social content, enabling broader audience appeal through added characters and story arcs.
“Integrating Firefly Foundry into our workflow builds on that legacy by giving our artists the freedom to push ideas further, while giving co-production, client, and distribution partners confidence in how generative AI is being used,” Jamie Byrne, co-founder, president and COO of Promise Advanced Imagination, announced.
The platform supports brands in creating immersive experiences beyond the screen, using digital displays and mobile apps to bring narratives to life in venues like theme parks. Directors and storyboard artists can benefit from advanced tools that facilitate idea development and accurately capture their vision during pre-production.
On set, filmmakers can fine-tune their creative choices in real-time, ensuring effective shot lists while efficiently processing dailies. In post-production, Firefly Foundry optimises workflows for editors and visual effects artists, enabling them to enhance scenes and finalise frames without costly reshoots.
Adobe is actively forging partnerships with key industry leaders who are poised to embrace this pivotal moment in creative innovation. Their collaboration includes renowned talent agencies such as Creative Artists Agency, United Talent Agency, and William Morris Endeavor, as well as hybrid and AI-native film studios like B5 Studios and Promise Advanced Imagination.
Moreover, Adobe is teaming up with esteemed design and visual effects studios like Cantina Creative, alongside visionary directors such as David Ayer, recognised for his work on Fast and Furious and Suicide Squad, and Jaume Collet-Serra, known for Black Adam and Jungle Cruise.
Bryan Lourd, CEO and co-chairman of Creative Artists Agency, noted, “Adobe is a… company that recognises the importance of protecting creators’ rights and intellectual property and is committed to building a responsible AI ecosystem.”
