Her Firefly collaboration proves that process is still the most powerful part of design—even when powered by tech. – It’s been three years since Ela Villarreal started sharing her creative process online, and since then, her videos have reached millions around the world. But her content isn’t your typical design tutorial with step-by-step instructions. Instead, you’ll find videos that flow aesthetically as the process unfolds—insights into her design-obsessed brain, relatable moments, and lessons from her creative journey.
What began as a personal outlet has quietly evolved into a space for designers seeking a deeper look into the life of a creative. With a background in business, Ela brings a unique balance to her work—blending structure with intuition, and embracing new technologies while staying rooted in a more holistic, instinctive way of creating.
We spoke with Ela about her recent collaboration with Adobe Firefly, her evolving process, and what it means to be a designer in a fast-moving world.
IMAGE: ELA VILLARREAL
What was the initial idea behind your collaboration with Adobe for showcasing Firefly?
The goal was to demonstrate how Adobe Firefly could support early-stage design exploration in a way that feels intuitive and approachable. I wanted to show that even if you’re not a product designer or 3D expert, you can still use AI tools to bring ideas to life, whether it’s a mood, a material, or a form.
What inspired the concept of sea-inspired steel furniture for this project?
I’ve always been drawn to the contrast between softness and structure. The sea—with its movement, curves, and femininity—felt like the perfect counterpoint to steel, which is often perceived as rigid and industrial. I loved the idea of creating pieces that hold that tension: delicate silhouettes shaped from something inherently strong.
How did you approach the creative process—from sketching to using Firefly and final presentation?
I began with loose, intuitive sketches on paper. Then I used Firefly to transform those sketches into atmospheric mockups—not final designs, but visual interpretations of the concept.
From there, I created graphic layouts that resembled portfolio pages, almost like a visual archive of the idea.
For the video, I treated it as a storytelling exercise—developing, filming, writing, and editing in layers. I let the rhythm of a song guide the pacing and mood, so the final visuals felt emotionally driven rather than purely informational.
Your video reached over 1.3 million views on Instagram—why do you think it connected so well with your audience?
I think it felt different from traditional design content. It wasn’t about delivering tips or showcasing a polished product. Instead, it struck a balance—sharing the process in a way that felt both useful and inspiring. When I create content, I aim for something thoughtful and visually engaging, not just instructional.
How does Firefly fit into your broader creative workflow and exploration of other design fields?
While my main focus is graphic and brand design, I’ve become increasingly curious about the environments that surround those identities—like interiors, objects, and materials. Firefly allows me to explore those ideas visually, without needing to master a new technical skill right away. It acts like a translator between intuition and form.
What did you learn from this collaboration that you’ll carry into future projects?
This project reminded me that AI doesn’t have to feel cold—it can support creativity, emotion, and exploration, not just efficiency. Of course, ethical concerns in creative spaces are real, and I understand why many artists are frustrated. Those conversations are important and valid.
But I also believe these tools can be used thoughtfully—as a starting point, not a shortcut. This collaboration reinforced my belief in the value of process over perfection, and in staying open, even as the creative landscape continues to evolve.
Do you see yourself diving deeper into furniture or interior design in the future?
Absolutely. I’m still in the early stages of studying interior design, and I’m approaching it with respect and curiosity. While I’m not working in that space professionally yet, I’m drawn to the idea of creating full experiences—not just visual identities. I want to keep exploring how branding, interiors, and storytelling can intersect.
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