Scale is a choreography problem
Adobe’s Firefly Times Square campaign coordinated hundreds of assets across dozens of screens and aspect ratios.
A large-format campaign succeeds when its variations still feel like one thought.
The Story
Adobe’s case study of its Firefly Times Square takeover describes 38 screens, 30 aspect ratios, 392 unique images and videos, and more than three million rendered frames.
The interesting part is less the volume than the coordination. At that scale, creative direction becomes a choreography of constraints: what can change, what must repeat, and how quickly the system can be adapted without losing its centre.
For Studio Wensday, the takeaway is to design campaign architectures before campaign assets. A strong idea should have a grammar—composition, pacing, colour, motion, and message hierarchy—that can survive very different surfaces.
Studio Wensday Angle
Big campaigns need an operating system for expression.