Case Study: Critical Mass achieves faster, high-performing campaign creation with Adobe Firefly

How Lipton and Critical Mass crushed advertising targets with generative AI

Critical Mass, a global creative agency, needed to launch Lipton Iced Tea’s new campaign across Latin America under tight deadlines while keeping the work consistent across multiple markets. Using Adobe Creative Cloud for enterprise and Adobe Firefly generative AI, the team had to rapidly develop high-impact creative that could resonate in Brazil, Mexico, Guatemala, Chile, and Panama.

Adobe helped Critical Mass streamline ideation, storyboard development, and casting by generating AI-driven visuals and references throughout pre-production. The team created over 100 storyboards and more than 2,000 AI images, and the campaign ultimately reached 142% of its original reach objective, delivered a 4.4% lift in brand association in Brazil, and achieved over 12% full-video completion versus a 3% benchmark.

Critical Mass

Enrique Ottone

VP Creative Director