TSB Boosts Creative Workflow with Adobe Firefly AI

Tiny the Elephant has at all times had a giant accountability. When TSB launched the small, pink character to assist clients face “the elephant in the room” — their funds — audiences immediately linked. Originally a hand-built puppet, Tiny is expressive, empathetic, and uniquely TSB.

But behind the scenes, bringing Tiny to life was no small feat. Each marketing campaign took weeks of intricate planning, puppetry, pictures, and post-production. Even after shifting to a CGI model, creating each new picture, from Tiny celebrating a financial savings purpose, to comforting a stressed-out shopper, or zooming off on a skateboard, nonetheless demanded time, price range, and endurance. This all meant delays between recognizing a chance to help and join with clients and making that communication. As a model that speaks to 5 million clients, TSB wanted a greater approach to scale.

Achieving massive objectives in much less time.

Enter Adobe Firefly. With generative AI constructed instantly into Adobe’s artistic ecosystem, TSB may lastly transfer on the pace of creativity with out shedding its signature heat or high quality.

Using Firefly Custom Models, TSB’s in-house artistic company, Kindred, skilled Firefly on a whole bunch of permitted Tiny photographs, instructing it the small print that make the character unmistakably on-brand, from the curve of her trunk to the kindness in her eyes. Now, what as soon as took seven weeks in studio can occur in about seven minutes. Creative groups generate new scenes, iterate immediately, and fine-tune the ends in Adobe Photoshop utilizing capabilities like Generative Fill and the Remove Tool.

Instead of spending days sourcing references and compositing visuals, artistic groups check dozens of concepts in minutes, chopping revision time by half and liberating them to give attention to the small print that carry Tiny to life. Tiny now dances by way of a subject of flowers and experiences the primary snow of the season in photographs and animations that really feel dynamic, pure, and stuffed with character. So, when Kindred spots a chance to help clients or join with them to assist with their cash confidence, Tiny can help these moments.

Trevor Chambers, Creative Director at Kindred, marvels on the transformation. “We’re able to move quicky, using Firefly Custom Models to create new campaign concept visuals in a matter of minutes that previously took half a day,” he says. “It’s given us the freedom to explore so we can deliver the most impactful stories, in the most cost-effective way.”

A viral second, powered by AI.

When Harry Styles introduced the discharge of his fourth studio album, ‘Kiss All the Time. Disco, Occasionally’, naturally it was all of the Internet may discuss. The Kindred group noticed a chance to affix the dialog, Tiny fashion. Within hours, they used Firefly to make their very own tackle the album art work, that includes Tiny. It was a enjoyable approach to be part of the dialog but in addition carried a extra severe message too – they had been capable of level out the dangers of fraudulent ticket gross sales and provides clients ideas to make sure they don’t get ripped off. Generative AI has made this sort of reactive, topical buyer help doable the place it beforehand wasn’t.

“With Firefly Custom Models, we’re bringing the speed of generative AI to our own IP,” says Chambers. “It lets us create distinctive assets that reinforce our brand identity and connect with customers in new ways.”

Balancing innovation and integrity.

In banking, innovation should include belief. Firefly was one of many first AI instruments to cross TSB’s inside governance course of, due to its commercially protected content material and proprietary coaching mannequin. That milestone led the financial institution to develop its personal AI ethics framework, making certain that creativity and compliance work facet by facet whereas setting a brand new benchmark for the way monetary establishments can embrace AI responsibly.

Now, Tiny property generated utilizing Firefly feed instantly into TSB’s linked content material provide chain, powering quicker, extra customized campaigns throughout each channel. Content flows seamlessly from idea to buyer, with opinions, compliance checks, and storage automated by way of Adobe Workfront and Adobe Experience Manager Assets. Kindred’s manufacturing time dropped by 60% with group members utilizing TSB’s central hub to push artistic work out throughout any channel, at any time.

Keith Gulliver, Head of Brand & Marketing at TSB, sees the constructive impression the brand new instruments and workflows are having on artistic professionals. “Firefly is proving a tremendous tool to help colleagues spend more time on creativity over production, so that ultimately we can support customers with their money confidence faster,” he says.

The way forward for Tiny (and of creativity).

Firefly shortly grew from curiosity to artistic cornerstone. What began as an every-Friday experiment in AI imagery turned a brand new approach of working that sparks concepts, speeds manufacturing, and empowers each group member to contribute.

“Adobe Firefly is now an everyday tool, inspiring confidence across our creative community,” says Gulliver. “It’s opening doors for writers and marketers to explore their creativity while keeping our content consistent, responsible, and distinctly TSB.”

John leads Adobe’s Financial Services enterprise throughout the UK & Ireland, serving to purchasers remodel their digital buyer experiences with new applied sciences. With expertise throughout the sector, he sees the wealth of alternative that lays forward for a lot of organizations to interact with clients in completely new methods whereas appreciating how to do that throughout extremely regulated, trust-based manufacturers.