Generative AI continues to stir up disruptive innovation all across the creative world. In September 2023, Adobe introduced their generative AI capability with their official release of Firefly which allows users to leverage the technology in Photoshop. This allowed not just individuals but businesses to take advantage of generative AI to develop designs.

While this allowed anyone to develop quality design instantly by typing in keywords or phrases, there is a growing debate about whether generative AI will replace creative artists, who owns the copyright of work generated by AI, which all ladder up to question the very essence of creativity.

We formed a partnership with a music artist who resonates with the DNA of the brand concept of Adobe, “Creative for All.” RARWIMPS is one of the most popular rock bands in Japan with over 2billion views on YouTube and has toured successfully around the world.

With RADWIMPS as our creative partner, we called out to their fans to use Adobe Photoshop to create their own lyric art using the words from their new single, “DAI-DAN-EN.” The participants were given free access to over 60 background images and tutorial videos to help them create their own designs. They were also given the option to leverage generative AI in their work. As the final stage of the project, the artworks submitted by the fans were edited together to form a lyric music video which became an exciting way for music fans to engage in the world of design.

In order to optimize the entertaining partnership between the brand and the artist, we decided to focus on two key elements.

First, we concentrated on finding an artist who shows the most affinity with the brand philosophy, “Creativity for All.” In their career that spans over 22 years, RADWIMPS has a track record for always challenging the new expression including working on the score for the anime film with the top box office sales in Japan, “Your Name.” They are also known for their heartfelt message in their lyrics which resonates powerfully with fans across the world.

Secondly, we designed the initiative so that people with no design skills can experience and appreciate the world of “Creativity for All” made possible with generative AI by using Adobe Photoshop as they create their very own lyric art.

The partnership was announced one month before the official release of generative AI Firefly with Adobe Photoshop. Given how the message in the new single, “DAI-DAN-EN,” being about believing in yourself to take on the difficult challenge, the song worked well to attract fans and creators across the world as they were asked to post their artwork on SNS, inspired from the lyric.

The rule was simple: 1. Select your favorite phrase in the lyric. 2. Use Adobe Photoshop to create an artwork that expresses the message felt in the lyric. The participants were given free access to not only the tutorial videos but also over 60 images and background design so they can take part regardless of their design skillsets. At the end, artworks by over 300 fans which expressed the phrases were edited into a lyric video. 3D mapping visual projection were used to showcase all the artworks.

The campaign was extremely successful as the partnership between Adobe Photoshop and RADWIMPS helped to transform music fans across the world to become creative artists who can develop design and artworks. The free broadcast of the music video on TV, YouTube, social media, and radio attracted various media coverage which helped to drive awareness of the new generative AI function on Adobe Photoshop, leading to more downloads.

・Over 3million views of the music video on YouTube

・Over 5.5million organic reach on Twitter

・27 major music and entertainment media running features in Japan

・Over 300 music fans taking part in the lyric video project

・More buzz and download for Adobe Photoshop generative AI