Adobe showcases the future of creativity, marketing and AI at Cannes Lions 2025

We’re entering a new era, one in which creativity, marketing, and AI aren’t just converging, they’re unlocking entirely new ways for people to imagine, connect, and build. At this year’s Cannes Lions International Festival of Creativity, Adobe is spotlighting how this powerful combination is transforming the way we work, create, and tell stories. From personalized brand activations to AI-generated art and immersive experiences, Adobe is bringing its vision for the future to life across every corner of the festival.

Human potential, unlocked

Our focus this year is on the brilliance and ingenuity people bring when they’re empowered with the right tools. And there’s no better place to explore this idea than Cannes. We’re joined by some of the world’s most innovative customers, partners, and agencies to showcase how Adobe’s AI-powered creative and marketing tools are driving performance, personalization, and imagination at scale.

We’re celebrating creativity in every form and showing how consumers, creatives and business leaders are using tools like Adobe Firefly, Adobe Express, and GenStudio to produce real results. With more than 25 billion assets created using Firefly, 1.2 trillion experiences delivered through Adobe’s digital solutions, and 83 of the Fortune 100 using Adobe products, the momentum speaks for itself.

Only Adobe enables people to turn ideas into real-world success — from award-winning creative to breakthrough marketing campaigns.

Powered by our own products

Our Cannes presence this year is powered end-to-end by our own creative and marketing solutions. We built our banners and billboards entirely using Firefly text-to-image and image-to-video features.

At Coca-Cola’s Cannes display, Firefly-generated visuals are front and center in our Express demos. And our Fizzion product demo, where participants can customize their own bottle of Coca-Cola, is built using Adobe Firefly Services and Adobe Firefly Custom Models, which are tailored to Coca-Cola’s brand identity and Adobe Experience Manager Assets as a cloud service. Even the “Creative Types: Shape the Future,” an online quiz designed to uncover your unique creative strengths and how they drive innovation, features deep integrations between Firefly and Express — made even more fun this year with custom, sport-specific visuals developed with digital-first marketing network Stagwell.

Every touchpoint is powered by Adobe. Every story is shaped by creativity and tech coming together.

The Majestic: Where Adobe’s story comes to life

Adobe has once again taken over the Hôtel Barrière Le Majestic Cannes. It’s more than a location — it’s a living gallery of creativity in action. On the hotel terrace, visitors can explore stunning works made by members of the creative community using Adobe tools. And inside the Adobe Boutique, they can take the Creative Types quiz, personalize a festival-ready tote, and browse limited-edition goods created by artists like Futuremood, Dusen Dusen, Leo Vargas, Yann Valber, and Jen Stark.

There’s even a hidden boutique within the Majestic and Easter eggs scattered across the festival, inviting attendees to discover Adobe in unexpected ways.

Celebrating a creative champion

At this year’s Cannes, Adobe Chair and CEO Shantanu Narayen will receive the inaugural Creative Champion of the Year Award. This new honor recognizes individuals who have made a lasting impact on creativity through the tools they build and the vision they bring. Under Narayen’s leadership, Adobe has redefined what’s possible for creatives — making storytelling more accessible, scalable, and powerful than ever before.

Shaping the future with the next generation

Adobe is once again proud to sponsor the Young Lions Competition, where tomorrow’s creative leaders go head-to-head across categories like design, film, and digital. This year’s competition welcomes 466 competitors from more than 70 countries, all challenged to use tools like Firefly, Adobe Stock, and Express to bring their ideas to life.

We believe the future belongs to those who create — and we’re committed to equipping them with the tools and inspiration they need to lead.

Stay connected

Follow @Adobe on LinkedIn, Instagram, and TikTok for a behind-the-scenes look at everything we’re up to at Cannes. Want more details? Visit our Cannes 2025 page to see what’s next.

This year at Cannes, we’re not just talking about what’s possible — we’re showing it. From hidden boutiques to AI-generated art, we’re focused on what people can create when the best of technology meets the best of human imagination.