[David Wadhwani] Welcome. How are you guys doing? [Cheering] [David Wadhwani] Not bad for London. Great to be here. Really, really great to be here. It's been six months since our last MAX in Miami. So, we have a lot of ground to cover this morning. You're going to see some amazing demos by some amazingly creative people. But first, thank you. Thank you for taking the time to join us here in person. One of my favorite things with everything I do and everywhere I travel, is spending time with this many creative people in one place. There's always so much that we learn through the interactions. And of course, hello to everyone watching online as well.
As you may know, we started MAX in London last year because of the city's incredibly rich history in creative arts. Constable's paintings, Cameron's photographs, Westwood's fashion, Hitchcock's films, they all made us see the world, and frankly, they made us see ourselves through a different lens.
Their work and your work not only inspires us, but drives us to push the boundaries of technology, so that we can bring your amazing ideas, your funny thoughts, your moving visions and heartfelt creations to life in brand-new ways all the time. But perhaps one of the most iconic examples of this was our collaboration with David Hockney, Graham Nash and Nicholas Callaway when they came to Adobe 35 years ago to experiment with this new and little known project, called Photoshop. [Cheering] [David Wadhwani] There's one Photoshop user in the room. [Laughter] [David Wadhwani] Literally one. Artists like Hockney embraced these controversial ideas. Yes, these were really controversial ideas. Many artists at the time actually worried that digital editing would kill creativity. But Hockney and others did amazing things with Photoshop, and they helped normalize digital art, and they pushed us to make Photoshop better over the years. And in the process, they supercharged everything to do with digital art and the revolution that it created. And they turned Photoshop into a household name.
Now we continue to have the privilege of spending time with many of you, including at events like this. And many of the new generation of creative minds are coming into the industry, because the industry's always changing. And while we continue to get a lot of amazing ideas for what we should be doing in our Creative Cloud applications, we hear more and more and more about creative process, everything from exploring and concepting to creation, to production.
Now with exploration, many of you tell us that you actually want your creative ideas to diverge before they converge. Anna McNaught, who was here last year on stage, is a digital artist that starts with her sketches, pencil and paper, then she uses Firefly with her sketches to concept hundreds of variations by generating and iterating and remixing these ideas over and over and over again. And when Anna finally gets to a visual feel that she's looking for, then she starts the creation process and turns to the power and the precision of Photoshop and Illustrator and Premiere and our other CC applications. And finally, for many of you, once you've actually created the vision, you turn your attention to production. How do you translate your copy, so that you're able to increase its reach? How do you composite your designs, so you can increase personalization? How do you resize your images and reframe your videos for each social platform? That's really where production comes in. And in fact, companies like Estée Lauder, for example, they design content for customers across 150 cities. They want every piece of content to be localized and culturalized, and personalized with everything that they produce. With that, I want to take this morning and I actually spend time walking through each of these three stages, they're very related. But there's also work that we're doing across all three of these. And we're going to get started with a deeper look at exploration. And we have a lot of exciting things to show you here. This is where the all-new Firefly app is an absolute game changer.
Firefly, for many of you who haven't had a chance to really use it yet, we've relaunched it about a couple of months ago to be the all-in-one app for exploration and ideation with Generative AI. It lets you Generate images, and videos, and audio, and vectors, and designs, and lets you work across all of these different media types. You can Generate an image, you can turn that image into a video, and you can composite that video into designs that you ultimately publish. And of course, all of this is underpinned by our Firefly commercially safe models. And today, I'm really excited to announce the all-new Image 4 Model. This is a brand-new imaging model from Adobe. It's designed specifically for creative professionals. It comes with sharper details, greater photorealism, it Generates higher resolution 2K images, it's fast, so that you don't have to break your creative flow, it gives you incredible control, so you can control the composition, the specifics of the style, the prompt coherence is off the charts, and it finally gives you the ability to determine if you want highly stylized looks for the output or if you want clean raw output that's easier for editing as part of your creative process. With that as background, I really want you to see the new Firefly app. And Kelly is going to walk you through that. Welcome, Kelly. [Kelly Hurlburt] Thank you, David. Hello everyone! [Applause] [Kelly Hurlburt] I'm really chuffed to be here in London, and even more excited to show you the brand-new updates to the Firefly app. Like David said, Firefly is really the ultimate place to explore and bring your ideas to life with a ton of creative control. Not only can we create with image, we also got video, audio, vector, all of the things, but let's kick things off in Text to image. If you used Text to image before, you'll be happy to see that we now have session history, so I can always go back to any of my previous ideas, and continue to work off of these old ideas. But in this case, we want to start something new. So, I'll go ahead and add my prompt here, I'll click Generate. This is going to create with the brand-new Firefly Image 4. In this latest model, we've really focused on improving hyperrealism, especially when it comes to human portraits. And these are looking really awesome. Let's take a look at this one maybe more closely. You can see how well it's matching that reflection. I love this light and the vibe it's giving to this image. This looks awesome. But if we come back here to the prompt, you'll see it's kind of lengthy. Now, I know you guys in Europe are pretty good at learning multiple languages. It couldn't have been me, I'm a dumb American. I don't know how to learn these crazy prompt languages here. What's great about the Firefly Image 4 is while it can handle prompts of this detail, it also works really well with short prompts as well. Let's try another example, maybe just, a close-up of a ladybug sitting on a rose with dew drops. And from this left panel here, I have a ton of options and controls to help me further articulate my vision, so I can change the Aspect ratio, the Content type, Composition reference, Style reference. I'll go ahead and add some Style Effects here. Let's make this Hyper realistic. I can also change the Color and tone, the Lighting, the Camera angle. Let's make this Macrophotography. This time when it Generates, it's not only using my prompt, but it's using these settings as well. And I just find these settings a lot more natural and intuitive of a way to direct this image than to try and write some crazy novel of a prompt. And these are looking really awesome as well. Let's take a closer look at this one. I love all the details in these dew drops. This ladybug is looking really sharp, really crispy. This is awesome. This is Firefly Image 4. And of course, generation is just the beginning. If you wanted to edit this further you could always open this up in Photoshop for some more advanced editing, or if I just have some quick edits, I can do that right here in the Firefly app with Generative fill. And then from here I can add and remove things, I can also change the Aspect ratio with Generative expand. It's really great to just build up my composition over time right here in the Firefly app. Let's say I wanted even more control over this composition right from the very beginning. That's where our next tool Scene to image comes in. Scene to image lets you use a 3D scene as your composition reference. I'm actually heading to the Cotswolds tomorrow, so I figured we could do a fun little cottagecore scene here. I'll just quickly add a rounded door to this floor. This track pad is not my friend today. Hold on, I'll just grab the mouse here. There we go. Oop. I'll quickly add that and just rotate that around. There we go, now is attached to the floor. We can also add some stepping stones. You see I'm just using really basic, primitive shapes here. I'm not a 3D expert by any means. But this just makes it really easy for me to add these objects to the scene and move them around, rotate them put them exactly where I want them to go in the composition. And then finally, let's add a cute little mouse here in our bottom corner. Again, we'll just really quickly rotate that around. There we go. We'll add our prompt and click Generate.
And from the Generate panel I have all of the same options as Text to image, so I could always add Style effects here, add a Style reference, I can also change the Strength of this overall 3D scene. So, right now I have it at 90, I want it to really closely match my scene. And it's is looking pretty cute. [Laughs] [Applause] [Kelly Hurlburt] You can see how it matched those stepping stones exactly. This would be really hard to convey in words this exact placement, size, position. I love that Scene to image gives me this really tactile direct control over my image. So, this is image generation in Firefly but like I said at the beginning, we can also create with all kinds of mediums. So, let's switch gears and head over to Video. I'm really excited to also show you the brand-new Firefly Video Model. The first commercially safe video model out there. Again, we'll start with a short prompt, we head to the Italian countryside this time. And just like Image, with Video we have a control here on the left as well. So, I can change the Resolution, the Aspect ratio, the Frame rate, the Shot size. Let's go ahead and make this Camera angle Aerial. And I also control the Motion of this image as well. It's going to use my prompt and the settings to generate this video completely from scratch. And this does take a little bit of time. Not too, too much time, but a little bit longer than we have for this demo, so I'm just going to jump ahead to a result I generated earlier this morning. And let's take a look here. [Chuckles] [Kelly Hurlburt] This is looking very beautiful. Definitely an aerial shot. I love the time lapse effect in the clouds and just the really vibrant colors of these rolling hills. This would be great for something like storyboarding, maybe even B-roll. This is Text to video, we also have Image to video as well. So, let's say I actually had a specific image in mind that I wanted to bring to life. I found this really cute claymation image, also of an Italian countryside, from Adobe Stock, and I think it'd be cool to add some motion to this image. I can add that as my first frame, I could also add a last frame here, and then I also want to add just a little character to the scene as well. Let's add our little claymation buddy, and then Generate again. This time it's going to use my image as the basis of this video generation. That's essentially going to kind of auto-animate this image for me. Again, we're going to skip ahead, cooking show style here. And let's take a look at our result. [Chuckles] [Kelly Hurlburt] Who is he? Hold on. We're going to do this again. [Chuckles] [Kelly Hurlburt] He is so cute. [Chuckles] [Kelly Hurlburt] Don't know if I want to beat him or I want to eat him. So moldable. Ideal man right here. This is the Firefly Video Model, and these are just a few of the tools that you can use in the Firefly app. There's so much more for you all to explore. Back to you, David. [David Wadhwani] Thank you, Kelly. [Applause] [David Wadhwani] Don't go anywhere. Thank you, Kelly, for that. First of all, Firefly, I hope that really sinks in is a broad set of generative models with world-class control, that Kelly showed. It's certainly at a new level now with the ability to have the latest image and video models, and it lets you explore ideas in a whole new way. It's also included with your Creative Cloud plan, so make sure you check it out, firefly.adobe.com, all of that is part of what you guys already have access to. It's also coming out on iOS and Android, so keep an eye out for that in the next few months.
