Adobe partners with artists to power the new era of media & entertainment with Firefly Foundry

We live in a moment when stories move faster than ever. Audiences discover movies, TV shows, short‑form videos, long‑form content and social media across more platforms than ever, and increasingly expect each interaction to be fresh, relevant, and resonant. For creators, that demand is both exhilarating and unrelenting. Media and entertainment leaders, talent, directors and visionary storytellers are being asked to deliver more, at increasing speed, while honoring the craft, nuance and authenticity that defines great creative work.

For decades, Adobe has stood at the heart of filmmaking. Our technology has earned multiple Academy Awards for scientific and technical achievement, and acclaimed films across genres have been cut, shaped, and finished in our tools. This year, 85 percent of films premiering at the Sundance Film Festival were created using Adobe tools, underscoring the trust the industry and creative community places in our technology.

Putting the artist at the center has always been core to our company ethos and is why we intentionally chose to create commercially safe, ethically trained AI models. So, when the industry began grappling with tough questions about AI’s role in storytelling, such as “How do we keep creativity at the center?” “How do we protect the creative universes artists build?” “How do we scale responsibly without compromising on quality?” — they turned to Adobe for help.

Filmmakers turn to Adobe Firefly Foundry

Adobe Firefly Foundry is our answer. With Firefly Foundry, Firefly’s commercially safe AI models are deeply tuned with 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.

Sean Bailey, founder and CEO of B5 Studios, said his company is partnering with Adobe in part because of its history in the creative community. “Adobe has always valued the creative process, championing artists and the worlds they bring to life,” Bailey said. “At B5 Studios, we share that commitment as a next-generation content and technology company, collaborating with creators to develop premium storytelling across film, television, and emerging formats. We’re thrilled to bring our creative and technical expertise to Firefly Foundry, advancing innovation that empowers artists and honors Adobe’s vision.”

Firefly Foundry helps the media and entertainment industry move faster while preserving artistry, authorship and ownership. Today, we’re sharing meaningful ways for enterprises, studios, creatives, talent and directors to unlock new possibilities throughout the filmmaking process — from pre- to post-production and everything in between:

• Storytelling at the speed of culture: Studios can increase mindshare through scaling fresh, short-form social content. With Firefly Foundry, companies can bring stories to life for broader audiences (additional characters, story arcs and more) while ensuring creative control over how their IP is presented.
• Expanding worlds beyond the screen: Brands continue to invest in immersive in-person experiences, from amusement parks to pop-up venues. Firefly Foundry can support the creation of new content that brings stories to life in these spaces across digital displays, mobile apps and more.
• Transforming ideation and “fixing in Pre”: Firefly Foundry provides directors and storyboard artists with more robust tools to bring their ideas to life in the ideation stage and more accurately portray their original vision.
• Empowering on-set creativity: Directors and their teams on set can ensure they are getting the right creative options for their shot list as filming progresses on set, while also ingesting and processing their dailies with more efficiency.
• Driving efficiencies in post-production: Firefly Foundry helps editors and visual effects artists pick up shots, correct scenes and polish final frames without costly reshoots.

Putting studios in control with secure, brand‑specific AI

AI is already helping many enterprises, studios, creatives, talent and directors meet this challenge, but those leading the industry are clear that innovation must never come at the expense of the creative spirit; it must strengthen it while protecting originality and the brilliant human ingenuity behind the work.

Across entertainment, industry leaders are choosing Adobe because they want AI that elevates creators — not replaces them. They want a partner with technology that will help usher in a new era of responsible, AI-enabled storytelling.

For example, Bryan Lourd, CEO and co-chairman of Creative Artists Agency notes: “Adobe is a world-class technology company that recognizes the importance of protecting creators’ rights and intellectual property, and is committed to building a responsible AI ecosystem. Firefly Foundry empowers artists with commercially safe tools that expand the possibilities of creative expression, and we look forward to bringing these capabilities to our clients.”

Adobe is collaborating with industry leaders who are eager to be on the forefront of this pivotal moment. Among our partners are:

• Talent agencies, including Creative Artists Agency, United Talent Agency and William Morris Endeavor.
• Hybrid and AI-native film studios, including B5 Studios and Promise Advanced Imagination.
• Design and VFX studios, including Cantina Creative.
• Visionary directors including David Ayer (“Fast and Furious”, “Suicide Squad”) and Jaume Collet-Serra (“Black Adam”, “Jungle Cruise”).

“Logic Film Group was born from a shared belief that the creative filmmaking process can excel by embracing innovative tools and approaches,” said Jaume Collet-Serra, co-founder of Logic Film Group and director of films “Black Adam” and “Jungle Cruise”. “Leveraging Firefly Foundry’s responsible AI models can support us in finding new, efficient ways to operate throughout production — freeing our mindshare to focus on artistry.”

We’re also partnering with Wonder Studios, Parsons School of Design and Whistling Woods Film School to develop research, educational resources and curriculum focused on the role of AI in creative fields, supporting the next generation of creators, artists and filmmakers.

“Parsons is proud to partner with Adobe on this exciting educational initiative that will help determine and shape the future of AI technologies and how they are utilized by creatives,” said Parsons Executive Dean Anne Gaines. “As a leader in design and technology, Adobe’s mission and vision are deeply aligned with Parsons, and we look forward to seeing what our talented students develop with these new tools.”

And it doesn’t just stop at entertainment. Adobe is transforming every industry, helping teams move from AI experimentation to value realization. In fact, 99 percent of Fortune 100 companies have used AI in an Adobe app. Brands including The Home Depot, HUMAIN and Walt Disney Imagineering are already working with Firefly Foundry to drive complex media production across creative and marketing use cases.

Across the industry, the consensus is clear: AI will shape the future of storytelling, but the real differentiator will be how responsibly it’s used to elevate the creative process. Adobe is committed to ensuring the future is shaped by and for creators.