On May 21st, Adobe introduced a groundbreaking feature in Lightroom with its first-ever generative AI tool, Generative Remove (early access), powered by Firefly. Alongside this, Adobe launched the new Lens Blur feature and seven adaptive presets, designed to make photo editing easier and more intuitive than ever. The campaign aimed to drive awareness and engagement for these new features, focusing on mobile usage and highlighting how Lightroom’s AI-powered workflows can simplify editing. The key message was that any photo can become the perfect shot by unlocking its true potential through Adobe’s tools.
The Strategy
Billykiss Azeez, known for her high-quality, carefully crafted content, was chosen to introduce Lightroom’s latest features. Her audience regularly engages with her content creation tips, including tutorials on capturing, editing, and enhancing visuals. This made her an ideal partner to demonstrate how Adobe’s new AI tools can transform the photo-editing process, especially on mobile devices. Billykiss created and shared video content on Instagram and TikTok, focusing on how easy it is to remove distractions from photos. The content was strategically boosted across both platforms to ensure it reached a global audience of photography and content creation enthusiasts.
The Collaboration
Billykiss created a phone screen POV video that showcased how accessible the Lightroom app is and how users can work with its new AI-powered features. She used real-life examples of distracting objects in photos and demonstrated how easily they could be removed using Generative Remove, resulting in stunning “before and after” comparisons. The video emphasised the simplicity and power of Lightroom’s mobile workflows, making it clear that anyone can elevate their photos with minimal effort. The collaboration showed users how small edits can have a big impact, reinforcing the idea that Lightroom can turn good photos into great ones.
The Results
The campaign was a huge success, with Billykiss’s video reaching 181,583 views and 95,066 people on Instagram, achieving over 4.4 million views across Instagram and TikTok combined. Adobe’s decision to boost the content was key in amplifying its reach, and driving global awareness and engagement with Lightroom’s new AI features. This combination of organic and boosted content effectively showcased how Lightroom’s tools can make professional-grade editing accessible to all.Title - Billykiss Azeez X Adobe Lightroom
Comments