Adobe Firefly | Creativity & GenAI at Sundance

Reframing GenAI as a creative collaborator through demos, panels, and creator programming

Context

Firefly activated at Sundance Film Festival to explore how generative AI can support filmmakers and artists without compromising creative integrity. The presence spanned live demos, panel conversations, artist showcases, and behind-the-scenes storytelling — all designed to meet creators where they are and reframe GenAI as a collaborative creative tool rather than a replacement.

My Role

I served as a Product Marketing Manager focused on experiential storytelling and creator engagement. I led cross-functional collaboration across product, creative, social, legal, and events teams, and partnered closely with artists and filmmakers to shape programming, demos, and narrative direction. My work centered on translating Firefly’s capabilities into meaningful, creator-first experiences both on-site and post-festival.

Approach

I approached Sundance as a cultural moment, not just an event. Rather than leading with product features, I anchored the experience in real artist stories, process transparency, and hands-on exploration. This meant designing conversations and content that felt human, intentional, and values-driven — balancing education with inspiration, and ensuring Firefly showed up as a supportive creative partner within a community.