How Estee Lauder's Too Faced created its first AI ad campaign with Adobe

"Warissara Muangsaen, VP and global creative director at Too Faced, spoke with Retail Brew about Too Faced's new campaign created in beta using Adobe's AI-powered Firefly Video Model-which creates video content by converting text prompts and still images into visual clips or animation-before the tool's public release. In the ad, a ballerina spins in a music box as a black ribbon unfurls, expanding through the room until it wraps around a woman's eyelashes."

"In this case, Firefly helped speed up the overall creative workflow. "It makes us faster," Muangsaen said. Many of these highly specific, storytelling-driven concepts, Muangsaen explained, don't exist visually yet. Phase one of the ad involved ideation and prompting, followed by storyboard and frame generation in phase two, video animation in phase three, editing and assembly in phase four, and finally, app testing and functionality checks in phase five."

"As beauty brands face pressure to produce more content faster, Estée Lauder's cosmetics brand Too Faced launched its first fully AI-generated campaign in March for its Ribbon Wrapped Lash Mascara product. The campaign comes amid swirling rumors of a reported sale by parent company Estée Lauder. Founded by Jerrod Blandino and Jeremy Johnson in 1998, Too Faced was acquired by Estée Lauder in 2016 for $1.45 billion, becoming one of the beauty giant's younger-skewing brands with cheeky product names like Born This Way foundation."

Too Faced launched its first fully AI-generated campaign in March for Ribbon Wrapped Lash Mascara. The campaign was created in beta using Adobe's Firefly Video Model, which converts text prompts and still images into visual clips or animation. The ad depicts a ballerina and a black ribbon that unfurls and wraps around eyelashes. The production timeline was roughly two weeks and the AI accelerated the creative workflow, cutting editing time dramatically. The process followed five phases from ideation to app testing. Firefly was trained on existing product imagery to replicate textures and finishes. Too Faced was founded in 1998 and acquired by Estée Lauder in 2016.

Read at Retail Brew