Role-Based Programme
RB0668

Adobe Firefly for Marketing

Create, Adapt & Scale AI-Powered Campaign Content

IMAGE REQUIRED
Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop functional proficiency in using Adobe Firefly and Creative Cloud AI workflows for professional marketing content production.
  • Create campaign concepts, advertisements, product visuals, social-media assets, promotional graphics, and AI-generated video content.
  • Apply reference images, Generative Fill, Generative Expand, composition controls, and iterative refinement to produce brand-aligned creative.
  • Build reusable multi-channel workflows for adapting master creative across platforms, formats, audiences, and markets.
  • Integrate ideation, generation, editing, collaboration, review, and responsible-AI controls into scalable marketing-content workflows.

Tools covered

Adobe FireflyFirefly BoardsText to ImageGenerate VideoImage to VideoGenerative FillGenerative ExpandStyle & Composition ReferencesAdobe PhotoshopAdobe ExpressAdobe StockContent Credentials

Who should attend

  • Marketing Managers
  • Digital Marketing Professionals
  • Content Marketing Professionals
  • Campaign Managers
  • Brand Managers
  • Product Marketing Professionals
  • Social Media Managers
  • Performance Marketing Professionals
  • Growth Marketing Professionals
  • Marketing Communications Professionals
  • Creative Marketing Professionals
  • Creative Operations Professionals
  • E-Commerce Marketing Professionals

Prerequisites & Participant Readiness

  • Basic understanding of marketing campaigns and digital content
  • Familiarity with brand guidelines, audiences, and campaign objectives
  • Basic experience with social media, advertising, content, or product marketing
  • Familiarity with image or video assets is helpful
  • General awareness of generative AI is beneficial
  • No advanced graphic-design expertise required
  • No previous Adobe Firefly course completion required

TOC Modules

Concepts
  • Understanding Adobe Firefly within the broader Creative Cloud ecosystem
  • Exploring image generation, video generation, editing, reference, and collaborative workflows
  • Identifying applications across campaigns, advertising, social media, product marketing, and brand communication
  • Understanding AI-generated concepts versus publication-ready marketing assets
Practical activities
  • Creating initial marketing images from structured campaign briefs
  • Comparing different creative treatments for the same marketing objective
  • Mapping Marketing Requirement → Firefly Capability → Creative Output

Scenarios

Product Launch to Multi-Channel Creative Campaign

Product Launch Brief → Firefly Boards → Moodboard & Storyboard → Product References → Hero Image → Generative Editing → Image-to-Video → Social & Advertising Variants → Brand Review → Campaign Assets

Participants create a coordinated product-launch campaign combining AI-generated imagery, precision editing, video, and multi-format adaptation while maintaining one approved marketing direction.

Master Campaign Creative to Global Content Variations

Approved Campaign Concept → Style & Composition References → Firefly Generation → Generative Expand → Platform Variants → Localisation → Creative Review → Regional Assets

Participants turn one approved campaign direction into scalable channel- and market-specific creative while preserving core brand, product, and messaging requirements.

## Current Capability Reference

Adobe currently positions Firefly for teams as a platform for creating and adapting **on-brand images and videos**, including adding products to existing imagery, expanding campaign assets, using reference images for styles and layouts, generating B-roll and effects, and translating audiovisual content.

**Firefly Boards** supports moodboards, storyboards, pitch materials, Adobe Stock assets, style and composition references, image and video generation, real-time collaboration, and handoff into applications such as Photoshop and Adobe Express.

Adobe's current **Image to Video** workflow supports camera motion and multiple models, with Firefly-powered video generation capable of producing output up to 4K in supported workflows.

Adobe automatically applies **Content Credentials** to assets where 100% of the pixels are generated using Adobe Firefly, providing tamper-evident provenance information about the creation process and AI tool used.

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