THE CHALLENGE
A banner that embodied creative resilience
CreativeMornings and Adobe's "Thriving Through Change" series tackled the question every creative was asking: How do we adapt to AI's role in our industry? They needed an event banner that would:
- Incorporate Adobe Firefly into the creative process
- Reflect the series' exploration of AI and creativity
- Work across digital platforms and physical events
THE PROCESS
AI as creative partner, not replacement
I approached Adobe Firefly like any other tool in my creative toolkit—useful for exploration and ideation, but not the final word. The process revealed AI's true strength: rapidly generating concepts that spark new directions.
Workflow stages included, Initial concepting with Firefly to explore visual metaphors, Iterating on AI-generated elements for composition ideas, Ultimately hand-illustrating the final design for precise creative control
Workflow stages included, Initial concepting with Firefly to explore visual metaphors, Iterating on AI-generated elements for composition ideas, Ultimately hand-illustrating the final design for precise creative control
THE INSIGHT
Show adaptation by demonstrating it
The breakthrough: instead of forcing AI to create the final product, I used it as creative fuel, exactly how professionals might integrate these tools sustainably. This hybrid approach became the perfect metaphor for "thriving through change."
THE SOLUTION
A banner that practices the adaptation it preaches
The hand-illustrated design emerged from AI-assisted exploration, creating visual proof that human creativity and AI can enhance each other:
By using every tool available—from Firefly to traditional illustration—the design embodies the event's core message: thriving through change means expanding your toolkit, not replacing your craft.
Authentic representation of the creative process in transition
Sparked real conversations about practical AI integration
Demonstrated sustainability of human creativity in the AI era
By using every tool available—from Firefly to traditional illustration—the design embodies the event's core message: thriving through change means expanding your toolkit, not replacing your craft.
Authentic representation of the creative process in transition
Sparked real conversations about practical AI integration
Demonstrated sustainability of human creativity in the AI era
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THE IMPACT
Converting new customers through cultural resonance
The campaign could drive a 20% increase in Canadian coffee sales by attracting new customers and families. Post-holiday customer loyalty is projected to rise by 15% as customers form emotional connections with the brand through this authentic celebration of Canadian holiday spirit.
Personal impact:
This project was part of my application for Cossette's summer internship program and successfully secured me the internship. It also placed me on the team supporting the creation of the 2024 McCafé holiday cup
This project was part of my application for Cossette's summer internship program and successfully secured me the internship. It also placed me on the team supporting the creation of the 2024 McCafé holiday cup
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