Mumbai: Part of the IPG Health network, Studio Rx is a global production company that partners with the healthcare brands, helping them deliver marketing content. When Studio Rx decided to embark on its own digital rebranding, they were determined to leverage their expertise in generative AI to make the campaigns truly come to life.
Studio Rx utilised Adobe Firefly and Custom Models, which their holding company Interpublic Group (IPG) has adopted across their global network—powering both client work and internal marketing campaigns. In a process that would have taken months, Studio Rx implemented an entirely new brand identity in just weeks, using Firefly to streamline and enhance their creative efforts.
The campaign was centred around a family of characters named the ‘Rxies’. In 10 days, over 20 new Rxie assets were created and launched on their website. While the initial goal was to boost productivity and efficiency, the team was impressed by the level of creative control and quality Firefly provided. Studio Rx significantly shortened the typically time-intensive process while maintaining their high standard of creative output.
The rebranding began with hand-drawn illustrations by the studio’s digital arts team, featuring the Rxies—a whimsical cast of characters representing the studio’s capabilities. These sketches were quickly transformed into digital art using Firefly’s Structure Reference and Style Reference features, which allowed the team to generate multiple variations of the illustrations while retaining the essence of the original drawings. With a final retouching pass to ensure consistency, the team delivered over 20 assets in just 10 days, accelerating the process by fivefold.
“When we used Adobe Firefly for this campaign, we knew we had trusted technology that could provide the efficiency gains we were looking for while enabling us to maintain creative control over the content. What made it special was how Firefly allowed us to retain the personality and style of our artists’ work in the finished images, a critical aspect of how we wanted to portray our brand” said Matt Hall, executive creative director, Studio Rx.
The new brand identity required more than just 20 images; fresh content was needed across various digital marketing channels. To achieve this, the team trained Firefly with the initial set of Rxie images, creating a customised solution that could generate new backgrounds, subjects, and foregrounds for the characters—all while maintaining brand consistency. By fine-tuning Firefly, Studio Rx was able to scale content creation for a variety of uses, minimising the need for extensive retouching.
“AI tools like Adobe Firefly enable Studio Rx to deliver high-quality content with remarkable efficiency, and are scalable to manage the content needs of our healthcare clients. But it also opens up new possibilities of what can be created, such as hyperpersonalised content for patients or healthcare providers, and that’s something our clients are really intrigued by,” said Graham Johnson, chief production officer, IPG Health.
