📦 CREATIVE ASSETS

Development can only begin when Creative Studio has received all the assets required for the project.

STANDARD BRAND ASSETS

For ALL projects, please provide:

• Editable brand or campaign files, such as .PSD, .AI or .FIG
• High-resolution logos
• Font files
• Brand guidelines, if available
  
• Final, approved copy
• Final call to action (CTA)
• Music as an .MP3, or an approved music reference if relevant
• Legal copy and mandatory disclaimers
  

*Read more about Open Files for standard projects here. 

🧊 ASSETS REQUIRED FOR 3D PROJECTS

If the project includes a 3D product or object, we also need:

• An existing 3D model of the product
  • 3D model file format: .GLTF for web 3D format, .FBX or .OBJ
  • UV wrapped with provided texture image files
• If 3D assets don't exist, we would need the below to create a 3D model from scratch:
  • Flat label or sticker artwork in .AI, .EPS or print-ready PDF format
  • Packaging layouts and dielines
  • Material and finish details, such as matte, gloss, metallic or transparent
  • Clear reference photographs from different angles (IE. orthographic reference photos)

WHAT DOES “UV MAPPED” MEAN?

• A 3D model is the shape of the object
• The texture image is the surface design, such as its colours, label, logo and product information
• UV mapping tells the 3D software exactly where each part of the flat texture image must appear on the model
• It works like wrapping a printed label around a bottle or packaging artwork around a box

WHAT ARE ORTHOGRAPHIC REFERENCE PHOTOS?

• These are photographs taken straight from the front, side, back or top of an object
• The photographs should be taken from flat, parallel angles to reduce perspective and camera distortion
• Around 20 photographs from different angles are usually needed to produce a smooth and accurate 3D model

📅 WHEN DOES THE PRODUCTION TIMELINE BEGIN?

Lead times commence only after:

• All necessary assets have been received

• The storyboard has been approved, where required

• Legal copy and disclaimers have been approved

• The project scope has been confirmed

• A Creative Studio production slot has been allocated

The estimated timeline assumes:

• Feedback is consolidated
• There are no major scope changes
• Approvals are provided within the agreed review times

🗺️ STORYBOARDS

WHEN IS A STORYBOARD REQUIRED?

A storyboard is used for experiences that include 3D modelling or animation.

It shows how the experience will work before development begins. This allows the client to review and approve the complete experience in advance.

WHAT DOES STORYBOARD APPROVAL INCLUDE?

Approving the storyboard means approving:

• The user journey
• Gameplay
• Navigation
• User interactions
• Features
• Functional behaviour
• Screen order and flow
• Success or completion states
• CTA placement

Development begins only after the storyboard has been approved.

WHAT HAPPENS AFTER STORYBOARD APPROVAL?

Once the storyboard is approved, the project scope is considered locked.

This means the agreed structure and functionality should not change during production. Requests such as the following may be treated as a change in scope / new project:

• New game mechanics
• New interactions
• New animations
• Additional screens
• A different user journey
• Different prizes
• New platform integrations
• Additional tracking requirements
• Different loading sequences
• New augmented reality behaviours

A scope change may require:

• A revised production timeline
• Additional production costs
• A new project estimate
• The project to restart as a new brief

✏️ PRODUCTION REVERTS

A production revert is a small visual or content change that does not change how the approved experience works.

EXAMPLES OF PRODUCTION REVERTS

• Updating copy
• Changing a logo
• Adjusting colours
• Changing a font
• Replacing an image
• Making a small positioning adjustment
• Changing CTA wording

WHAT IS NOT A PRODUCTION REVERT?

The following requests change the structure or functionality of the experience and must be submitted as a new brief:

• New features
• New interactions
• New animations
• New game logic
• Additional screens
• New prizes
• Different win logic
• Additional tracking
• Changes to camera behaviour
• A redesign of the experience

A new brief may require a new production schedule and may affect the delivery date.

💬 CLIENT FEEDBACK

All feedback must be collected and submitted as one complete list per revision round.

WHAT IS A REVISION ROUND?

A revision / revert round is one consolidated submission of client feedback.

It may include several individual changes, provided they are sent together. Creative Studio will complete the changes and return one revised version.

❌ PLEASE DO NOT SEND FEEDBACK:

• Across several separate emails
• In small pieces at different times
• Across different Slack conversations
• Separately from different stakeholders
• After the version has already been approved

Before making changes, Creative Studio may ask for confirmation that feedback from all decision-makers has been included.

Once a revised version has been returned, any additional feedback will count as a new revision round, even if the requested changes are small.

The new revision round will re-enter the production schedule according to current Creative Studio capacity. This may affect the final delivery date.

Submitting consolidated feedback allows the Creative Studio to complete revisions more efficiently, reduces project coordination overhead, minimises the risk of conflicting instructions, and helps ensure timely delivery.

⏱️ CLIENT REVIEW TIMES

The production timeline allows the following time for client review:

If feedback or approval takes longer, the final delivery date will move accordingly. The timeline may also change depending on the number and complexity of the requested revisions.

🚨 NEW REQUIREMENTS DURING PRODUCTION

Adding new requirements after production has started increases the amount of work, project coordination and delivery risk. The agreed timeline assumes that the approved brief will remain substantially the same throughout production.

If requirements change after development begins, Creative Studio may need to review:

• The project scope
• The delivery timeline
• Production costs
• The commercial agreement

Further production may pause until the revised requirements have been reviewed and agreed.

Complete brief = faster project start. Missing information, late feedback or changes to the approved scope may affect the production schedule and delivery date.

⚖️ LEGAL RESPONSIBILITIES

The client team is responsible for supplying all required legal and regulatory information.

This may include:

• Mandatory legal copy
• Regulatory disclaimers
• Promotional terms and conditions
• Competition rules
• Prize conditions
• Age restrictions
• Nutritional statements
• Compliance wording required for specific countries

Creative Studio can add the supplied legal wording to the experience, but cannot provide legal advice or approve the wording on the client’s behalf.

The client must confirm that all supplied wording is correct, approved and suitable for the countries where the campaign will run.

HOW TO BRIEF IN AI

💸 REVENUE RISK

Even with the best intentions, we can accidentally cause more harm than good for our clients. If we have to tell a client that a concept that they loved, it:

• Damages client confidence

• Makes us look disorganised internally

• Positions Creative Studio as “the bad guy”

• Creates unnecessary back-and-forth and delays

• Weakens confidence in our capabilities

• Risks overpromising and underdelivering

• Wastes time for all stakeholders

• Worst case: you lose your pitch, and blame Creative Studio

🧭 GIVE US THE DIRECTION, NOT A PRODUCTION SCRIPT

AI can quickly turn a simple idea into a detailed, scene-by-scene creative brief. The result may sound impressive, but it can include effects, interactions or game mechanics that have not been checked by Creative Studio.

Every specific effect you put in front of a client (“sparks here”, “liquid there,” etc) can become a promise.

If the final execution works differently, then it’s too much, too little, not what the client pictured - they may feel that something is missing or become disappointed. This can lead to confusion, additional revisions and slower delivery.

💡 Give us the general creative direction and examples. Leave the detailed flow and technical execution to Creative Studio to bring to life.

WHAT CAN YOUR BRIEF INCLUDE?

• The main campaign idea
• The campaign objective
• The desired mood or visual style
• What you want the audience to understand or do
• Important products, messages or assets to include
• Examples or references the client likes
• Any confirmed client requirements

WHAT SHOULD CREATIVE STUDIO DEVELOP?

Leave the following to our designers and developers:

• The scene-by-scene sequence
• Exact animation effects
• Detailed user interactions
• Game steps and mechanics
• Transitions between screens
• Technical behaviour
• How the concept adapts across banner sizes
• Alternative solutions if an element cannot work as imagined

Creative Studio understands how the idea must work inside the advertising unit, what is technically possible and how the execution can be adjusted when the client requests changes. That’s the part we’re here for.💪

A few clear and honest lines about the idea are more useful than two pages of AI-generated instructions.

Creative Studio is happy to help shape and strengthen ideas early in the process. Strong collaboration before the pitch creates better outcomes for everyone:

• Better client trust

• Smoother production

• Fewer delays

• Stronger work

• A better reputation

OPEN FILES ARE STILL NECESSARY

If a client wants an AI-generated concept, we still need the same production assets as any other project, including:

• Editable PSD / PSB / AI files

• Logos

• Product assets

• Fonts

• Brand guidelines

• Any other relevant source materials

AI outputs alone are rarely sufficient to build a production-ready campaign.

AI DOESN’T KNOW THE CLIENT’S BRAND RULES

AI tools are not familiar with client:

• Brand guidelines

• Legal requirements

• Regulatory restrictions, etc

Generated outputs should always be reviewed rather than assumed to be correct.

AI DOESN’T AUTOMATICALLY MAKE MULTIPLE ASSETS

One AI-generated video is not the same as a complete campaign.

We still need to:

• Build multiple banner sizes

• Create different formats and placements

• Adapt for multiple markets and languages

• Ensure assets can be edited and updated later

• Meet platform specifications

People often think AI generates an entire campaign with one prompt. In reality, AI usually creates one image or one video. We still need to:

• Build every required banner size

• Adapt layouts for different aspect ratios

• Replace text for different languages

• Meet each platform's technical specifications

• QA every asset before delivery

AI speeds up parts of the process; it doesn't remove the production work.

BUDGET STILL MATTERS

Another common misconception is that “the AI made it, therefore it should be cheap.”

We still invest in people, software, infrastructure, quality control, revisions, project management, and creative expertise to bring campaigns to life.

Remember that minimum spend requirements are there to ensure production costs are covered by sales margins.

WHY WE CAN’T USE AI TO RECREATE REAL PEOPLE

Using AI to recreate a real person does not remove the need to obtain the appropriate rights and permissions.

There are typically two separate legal considerations:

• Copyright: the rights associated with the original photograph or artwork

• Personality (or publicity) rights: the rights associated with a person's name, image, likeness, or identity

Generating images of real public figures using AI does not remove the legal or commercial licensing requirements.

COPYRIGHT

When we purchase a stock photograph, we're paying for the copyright licence to use that specific image. 

• If we instead generate an AI image, we may avoid licensing the photograph itself, but we're still creating a commercial advertisement featuring the recognisable likeness of real people without permission to do so

• For commercial advertising, this may still require permission from the individual or their authorised representatives

PERSONALITY (OR PUBLICITY) RIGHTS

Many public figures - particularly athletes, actors, musicians, and influencers - have commercial agreements governing how their likeness may be used in advertising. 

• These rights exist independently of the copyright in any particular photograph

• Using AI does not automatically bypass them

• Many sponsorship agreements give brands exclusive rights to use an athlete in advertising within certain product categories

AI should not be considered a replacement for obtaining the necessary commercial rights. Using AI-generated images of real individuals in advertising could still expose the campaign to legal or contractual issues if the advertiser does not have the appropriate rights to use those peoples’ likenesses.

For that reason, we cannot assume that "just using AI" is a compliant alternative to licensing photography.

Where a campaign features a recognisable real person, the safest approach is for the client to provide assets that they have the legal right to use, such as:

• Officially licensed promotional assets

• Photographs with the appropriate commercial usage rights

• Written confirmation that the required image and publicity rights have been secured

This helps protect both the client and Eskimi from potential legal, contractual, and reputational risks.

WHY WE CAN'T USE AI OR 3D TO RECREATE COPYRIGHTED CHARACTERS

Using AI or 3D modelling to recreate well-known fictional characters does not remove the need to obtain the appropriate intellectual property rights.

Many famous characters - such as those from Disney, Pixar, Marvel, DC, Nintendo, Pokémon, Minions, The Simpsons, and other films, TV shows, games, or comics - are protected by copyright and trademark law. Even apparel like Nike Air Jordans are extremely restrictive about this. 

Whether the character (or even logo) is:

• AI-generated

• 3D modelled from scratch

• Illustrated

• Animated

• or manually recreated

…the underlying intellectual property still belongs to the rights holder.

Creating "something that looks like" a protected character for commercial advertising may still infringe those rights, even if no existing artwork was copied.

For this reason, AI and 3D modelling should not be considered a way to bypass licensing requirements.

If a campaign requires the use of a recognisable fictional character, the client should provide:

• Officially licensed artwork or models

• Written confirmation that they have the necessary commercial rights

• Brand guidelines or usage instructions where applicable

This helps protect both the client and Eskimi from potential legal, contractual, and reputational risks.

1. DOES THE CLIENT ALLOW AI?

The first question in the Creative Studio brief asks: Is your client comfortable with Creative Studio using generative AI when creating their banners?

The answer must reflect the client’s position, not the salesperson’s personal opinion.

✅ SELECT “YES” WHEN

• The client has confirmed that Creative Studio may use AI

• The client’s approved policy allows AI for this type of work

• Any conditions or restrictions have been identified and shared

❌ SELECT “NO” WHEN

• The client does not allow AI-generated content

• The client has prohibited external partners from using AI

• The client’s industry, brand or internal policy prevents its use

• The client has approved only traditional production methods

❓ IF THE CLIENT HAS NOT CONFIRMED

Do not guess or select “Yes” because AI would make the concept easier to produce. Ask the client before submitting the brief. Until permission is confirmed, Creative Studio must treat AI as not approved.

No confirmation does not necessarily automatically mean permission.

WHY MIGHT A CLIENT SAY NO?

A client may object to AI for many reasons, including:

• Copyright or ownership concerns

• Brand reputation

• Ethical concerns

• Protection of customer or company information

• Restrictions on uploading assets into AI tools

• Concerns about how AI tools were trained

• Legal or regulatory requirements

• Industry-specific rules

• Contracts with photographers, artists, models or celebrities

• Internal company policy

• A preference for human-created work

Creative Studio does not need to agree or disagree with the client’s position - we need to understand it and follow it.

2. DOES THE CLIENT HAVE SPECIFIC AI RULES?

Permission to use AI does not mean that anything is allowed. A client may say: “Yes, you may use AI, but only under these conditions.”

The briefing form therefore asks whether the client has an AI policy or any specific restrictions.

CLIENT RULES MAY CONTROL

• Whether AI-generated people may be used

• Whether real people may be altered

• Whether faces, bodies or clothing may be changed

• Whether products may be generated or changed

• Whether logos or brand assets may be uploaded

• Which AI tools may be used

• Whether confidential information may be entered into an AI tool

• Whether the final content needs human review

• Whether AI-created elements must be disclosed

• Whether AI may be used only for backgrounds or surroundings

• Whether AI-generated content may be used in particular countries

• Whether the client must approve AI-generated elements separately

For example: A client may allow Creative Studio to:

• Generate or extend the environment around a person

• Create background elements

• Remove unwanted objects from the surroundings

But prohibit us from:

• Generating a person

• Changing a real person’s face or body

• Altering their appearance

• Creating additional poses or expressions

DISCLOSURE EXAMPLES

• Nescafe wouldn’t let us use it on people
• Kaufland needed a formal AI badge on the creative
• Lenovo needed formal AI disclosure wording

*Read our blog post on AI-Gen Creatives here.

WHAT MUST SALES PROVIDE?

If the client has an AI policy, attach or link the complete policy in the brief.

This may be:

• A formal policy document

• Written instructions from the client

• An email from the client’s legal or compliance team

• Brand-specific AI guidelines

• Campaign-specific instructions

Do not shorten a detailed policy to:

• “AI is fine”

• “Do not use people”

• “Use AI carefully”

• “Client has restrictions”

A short summary can accidentally remove an important condition.

Provide the original instructions wherever possible. Creative Studio should not have to interpret a second-hand version of the client’s policy.

IF THE POLICY IS UNCLEAR

If the policy uses unclear language, ask the client for clarification before production begins.

For example:

• Does “no AI people” include editing photographs of real people?

• Can AI be used for backgrounds?

• Can product images be uploaded into an AI tool?

• Are AI-generated objects allowed?

• Does the restriction apply to final content only, or also to concept development?

• Are specific AI tools approved or prohibited?

• Does the policy apply in every campaign market?

3. DOES THE CAMPAIGN REQUIRE AI DISCLOSURE?

An AI disclosure tells the audience that content was created or changed using AI.

A disclosure may be required because of:

• The client’s internal policy

• Local or regional law

• Industry regulations

• Platform or publisher requirements

• The type of AI-generated content being used

• The market in which the campaign will run

Examples may include:

• Written disclosure text

• An AI information label

• An icon or symbol

• A notice displayed on or near the creative

• Information provided when a user clicks an icon

• Machine-readable information added to the file

AI disclosure requirements are not the same in every country, on every platform or for every type of content.

For example: The EU AI Act

The EU AI Act includes transparency obligations for certain AI-generated or manipulated content.

For example, Article 50 includes disclosure requirements relating to certain “deep fake” image, audio and video content. It also includes separate requirements for providers of AI systems to make certain AI-generated outputs detectable in a machine-readable format.

This does not mean that every use of AI in every advertisement automatically needs the same label.

The correct requirement depends on factors such as:

• What was created or changed

• How realistic the content appears

• How the content will be used

• Where the campaign will run

• Who is legally responsible for deploying it

• Whether another law, platform rule or client policy also applies

*Read Article 50 of the EU AI Act for the official legal text.

DO NOT ASSUME THAT EU RULES ONLY AFFECT EU CLIENTS

The client’s headquarters are not the only consideration. Disclosure requirements may depend on where the campaign will be shown.

For example, a campaign from a non-EU brand may still be subject to EU requirements if it runs in an EU market. The brief must therefore include:

• Every campaign country

• Any regional variations

• The platforms or publishers being used

• Any market-specific disclosure instructions

The campaign market matters, not only the client’s location.

4. WHAT DO WE NEED WHEN DISCLOSURE IS REQUIRED?

Because a disclosure may carry legal meaning, Creative Studio cannot invent, rewrite or interpret it.

The client must provide the complete, approved disclosure instructions.

REQUIRED INFORMATION

WHY DOES THE CLIENT NEED TO PROVIDE THE EXACT WORDING?

A small wording change can change the legal meaning of a disclosure.

Creative Studio cannot safely:

• Write legal disclosure copy

• Decide which law applies

• Shorten wording to make it fit

• Translate legal text

• Choose an icon without instructions

• Decide how long a disclosure should appear

• Confirm that the disclosure is legally sufficient

• Approve disclosure placement on the client’s behalf

We can implement approved disclosure instructions. We cannot create or legally approve them.

DISCLOSURE ICONS AND GUIDELINES

If an icon is required, do not describe it as:

• “The normal AI icon”

• “Use any sparkle icon”

• “Add an AI symbol”

• “Use the icon from another campaign”

There is no single icon that automatically satisfies every company policy or legal requirement.

The client must provide:

• The correct icon file

• The permitted file format

• Clear space requirements

• Minimum size

• Approved colours

• Placement rules

• Any link or interaction required

• Instructions for different backgrounds or banner sizes

If the icon is part of the client’s policy, request its official usage guidelines.

LANGUAGE VERSIONS

Creative Studio must receive approved disclosure wording for every language used in the campaign.

We should not translate legal or compliance wording ourselves.For example, if a campaign runs in English, French and Lithuanian, the client must provide the approved disclosure in all three languages.

Campaign localisation includes the disclosure.

🖼️ STATIC BANNERS

A static banner is a completed image with no movement or interaction.

*While .GIFs are accepted, they come with limitations. Ready about the file size hurdles with .GIFs here.

STATIC BANNER DIMENSIONS:

These are common dimensions, not a guarantee that every size is available in every market. See top performing sizes per market here. You can also use the Traffic Discovery Tool for data from the past 30 days (see set by step instructions to do this here).

The Creative Studio team can help with resizes - resizing work usually takes 24 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

🎞️ ANIMATED BANNERS

These requirements apply for a completed HTML5 banner built by their own developer or creative agency.

TECHNICAL REQUIREMENTS

The creative team (whether in-house with Eskimi Creative Studio, or the client's own internal or agency creative team) must ensure that:

• The creative is fully SSL compliant

• All files and resources load through secure https connections

• The landing page also uses https

• The main index.html file contains the campaign landing-page URL

• A supported click macro is included

• The click-through opens in a new browser tab or window

• The click target is set to _blank

• The HTML and JavaScript code is valid

• The creative passes the W3C code validator

• The browser console contains no errors

Supported click macros include:

• {CLICK_URL}

• {CLICK_URL_ENC}

• {CLICK_URL_ASYNC}

PLAIN LANGUAGE DEFINITIONS FOR NON-DEVELOPERS:

An HTML5 banner is basically a tiny website inside an advert. These rules make sure it is safe, works correctly and records clicks.

• SSL compliant / HTTPS: Everything must use a secure, locked internet connection; no part of the banner or landing page may use an unsafe http link
• index.html: This is the banner’s main instruction file; it must know which website to open when someone clicks the advert
• Click macro: This is a temporary placeholder for the final tracking link; when the advert runs, Eskimi replaces it with the correct URL so the click can be recorded
• Supported macros: {CLICK_URL}, {CLICK_URL_ENC} and {CLICK_URL_ASYNC} are different versions of that placeholder; the developer chooses the correct one
• Open in a new tab: Clicking the advert should open the client’s website without closing the page the person was viewing
• _blank: This is the code instruction that tells the browser to open the link in a new tab or window
• Valid HTML and JavaScript: The banner’s code must follow the correct rules, like a sentence following grammar rules
• W3C validator: This is an online “spell-checker” for website code. It looks for mistakes
• No browser-console errors: The browser has a hidden area where it reports technical problems; that area should not show any errors

In simple terms: the client must supply a finished banner that is secure, opens the correct link, tracks clicks and contains working code. If they cannot provide that, they should send the editable design files and ask Creative Studio to build it properly. 

*Read more about HTML5 creative requirements and validation here.

These are developer requirements. If the client cannot provide a finished and technically compliant HTML5 file, submit the open files and brief Creative Studio to produce the banner instead.

ANIMATED BANNER DIMENSIONS:

As with static banners, these are common dimensions, not a guarantee that every size is available in every market. See top performing sizes per market here. You can also use the Traffic Discovery Tool for data from the past 30 days.

The Creative Studio team can help with resizes - animation work usually takes 24-48 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

📌 STICKY ADS

A sticky ad remains visible in a fixed position while the user moves through the page.

*See above about .GIF limitations.

SUPPORTED DIMENSIONS

*Everything you need to know about Sticky Ads.

✨ TEMPLATED RICH MEDIA

The Rich Media Template Builder is a self-serve tool inside the Eskimi DSP that lets you turn static images and videos into interactive, high-impact rich media ads in minutes, without any coding. Users choose from 20+ pre-designed templates (such as Carousel, 3D Cube, Pixel Pages, Parallax and Scratch to Reveal), upload their assets into the template's frames, and are immediately ready for campaign go-live. It's available to every client tier, including self-service, with no Creative Studio involvement or minimum budget. Custom rich media, by contrast, is built by the Studio and carries a minimum spend.

*See Pitch-ready presentation slides here.

WHAT TO PROVIDE

• High-quality .PNG or .JPG images in the required banner dimensions

  • We usually prefer to deliver them in double the dimensions to prevent any pixelation - here’s how it works using a standard 300x250 banner as an example: 

    • The actual “slot” on the website is 300x250 pixels

    • If we provide a file that is exactly 300x250, it can look blurry on those sharp screens

    • To fix this, we create the image at 600x500 (double the size)

    • The website then “squeezes” those extra pixels into that original 300x250 slot

    • This isn’t about making the banner physically bigger on the page - it’s a compression tactic to make sure the image stays crisp and sharp

    • See this in action here
• .MP4 videos in the relevant dimensions for video templates
• File size is recommended as 150 KB each, but the DSP can accept higher - however it may begin to impact performance

*See this in action here.

SUPPORTED DIMENSIONS

*See dimensions per template format here.

The Creative Studio team can help with resizes - resizing work usually takes 24 hours depending on seasonal capacity. To assist with this, the Creative Studio requires Open Files from the client team. 

HOW MANY IMAGES ARE REQUIRED?

The number of required images depends on the selected template - previews of all available Eskimi Templated Rich Media can be found here. 

HOW MANY VIDEOS ARE REQUIRED?

The DSP Template Builder also supports video formats - either as video only, or as video + images. 

Some formats have additional requirements. Check the individual format specifications before confirming the execution with the client.

*Learn how to upload Templated Rich Media to the DSP here.

🧩 CUSTOM RICH MEDIA

Custom Rich Media is designed and developed specifically for the campaign rather than built from an existing template.

WHAT TO PROVIDE

• Editable .PSD or other approved Open Files from the client team

• Brand guidelines or brand book (especially useful for a first time client)

• Logos

• Font files

• Final copy (especially if the campaign is not in English, and the language uses any special characters)

• Final CTA
  

• All required banner dimensions

• A short explanation of the required user journey

• Any legal disclaimers needed

Brief in your custom request here. (COMING SOON)

WHAT IS THE USER JOURNEY?

The user journey explains what happens when someone sees or interacts with the advert.

For example:

1. The product appears

2. The user selects an option.

3. The advert displays the result

4. The user clicks the CTA to visit the client’s website

A few clear sentences are enough for an initial brief. More complex experiences may require a storyboard before development begins.

*See a very thorough example here.

🧊 FORCED PERSPECTIVE AND 3D FORMATS

Forced Perspective and other 3D formats require both the campaign design and accurate product references.

STANDARD BRAND ASSETS

For ALL projects, please provide:

• Editable brand or campaign files, such as .PSD, .AI or .FIG
• High-resolution logos
• Font files
• Brand guidelines, if available
  
• Final, approved copy
• Final call to action (CTA)
• Music as an .MP3, or an approved music reference if relevant
• Legal copy and mandatory disclaimers

🧊 ASSETS REQUIRED FOR 3D PROJECTS

If the project includes a 3D product or object, we also need:

• An existing 3D model of the product
  • 3D model file format: .GLTF for web 3D format, .FBX or .OBJ
  • UV wrapped with provided texture image files
• If 3D assets don't exist, we would need the below to create a 3D model from scratch:
  • Flat label or sticker artwork in .AI, .EPS or print-ready PDF format
  • Packaging layouts and dielines
  • Material and finish details, such as matte, gloss, metallic or transparent
  • Clear reference photographs from different angles (IE. orthographic reference photos)

*Read more details on 3D format creative requirements here.

💥 HIGH IMPACT FORMATS

High Impact formats use larger or more unusual placements to create a more noticeable experience.

WHAT TO PROVIDE

• Editable .PSD or other approved Open Files from the client team

• Brand guidelines or brand book (especially useful for a first time client)

• Logos

• Font files

• Final copy (especially if the campaign is not in English, and the language uses any special characters)

• Final CTA
  

• All required banner dimensions

• A short explanation of the required user journey

• Any legal disclaimers needed

A responsive format adjusts to the size of the screen where it appears. This means the design must work across different screen sizes instead of being created at only one fixed dimension. Creative Studio may request additional background images, safe areas or layered assets depending on the selected format.

🔄 DYNAMIC ADS

Dynamic ads automatically change some content using an external source of information.

For example, an advert may display different:

• Products

• Prices

• Locations

• Weather conditions

• Promotional messages

WHAT TO PROVIDE

The requirements depend on what will change.

*Learn more about Dynamic Ad requirements and setup here.

**Access the Pitch presentation with examples here.

***Read about Dynamic Ads with product feeds here.

A product feed is a structured file containing information such as product names, images, prices and links. An API is a connection that allows the advert to request information from another system.

DYNAMIC AD DIMENSIONS

NATIVE AND SOCIAL FORMATS

📰 NATIVE ADS

Native ads are designed to fit the look and structure of the website or app where they appear.

REQUIRED ASSETS

*Character limits include spaces and punctuation.

OPTIONAL INFORMATION

Depending on the placement, you may also provide:

• Number of likes

• Number of downloads

• Price

• Sale price

• Phone number

• Address

• Star rating

• Additional description

• Display URL

📱 FACEBOOK AND INSTAGRAM IN-FEED ADS

Before launch, the client’s Facebook account must be correctly connected. Contact Ad Operations for help with account integration and permissions.

REQUIRED ASSETS

*Character limits include spaces and punctuation. Keep text within the image to a minimum.

VIDEO AND AUDIO FORMATS

🎮 IN-GAME ADS

In-game advertising may use a banner or video displayed inside a game environment.

ACCEPTED FILES

BANNER DIMENSIONS

VIDEO SPECIFICATIONS

▶️ IN-BANNER VIDEO

In-banner video places a video inside a display banner. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

🎬 VAST VIDEO

VAST is a standard method used to deliver video ads across compatible websites and apps. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

🎁 REWARDED VIDEO

Rewarded video gives a user an in-app reward for watching the advert. 

Also provide:

• A short description

• CTA wording

• An optional 300 × 250 companion banner in .PNG, .JPG or finished HTML5 format

📺 CONNECTED TV ADS 

Connected TV, also called CTV, refers to video advertising shown through internet-connected television services and devices.

*VPAID and OMID are not supported. This means viewability cannot be tracked using these technologies.

🔊 AUDIO ADS

*Some limited inventory supports audio up to 60 seconds. Confirm availability before promising a longer execution.

⏭️ YOUTUBE BUMPER ADS

A bumper ad is a short YouTube video advert.

REQUIREMENTS

• The video must be no longer than 6 seconds

• The final video must be uploaded to YouTube

• The YouTube video link must be provided

📹 YOUTUBE IN-STREAM ADS

REQUIREMENTS

• Recommended video duration: 15, 20 or 30 seconds

• The final video must be uploaded to YouTube

• The YouTube video link must be provided

🍭 WHAT IS A CREATIVE TOKEN?

A Creative Token allows a region to request proactive creative work without a confirmed campaign budget.

Creative Studio reserves a limited amount of production time for this work each quarter. Each region receives a Token allocation based on factors such as:

• Market size
• Market maturity
• Pitching activity
• Previous Token usage
• Demand for proactive work
• Available Creative Studio capacity

Regions decide which opportunities are important enough to support with their available Tokens.

Because production capacity is limited, Tokens should be used thoughtfully on opportunities with genuine commercial potential.

✅ WHAT CAN TOKENS BE USED FOR?

• New business pitches: Use creative examples to strengthen a proposal, open a conversation or help a client understand what Eskimi can produce
• Proactive client ideas: Present a new idea to an existing client before they request it. This may help grow the account, introduce a new format or encourage an upsell
• More ambitious creative: Support a valuable opportunity where the available media budget does not meet the normal minimum investment for the requested format
• Detailed creative exploration: Request more detailed brainstorming, a creative concept, storyboard or demonstration when informal advice is not enough

❌ WHAT TOKENS ARE NOT FOR

Tokens should not be used to replace the normal production process. They are not intended for:

• Campaigns that already have an approved IO
• Standard work that the client has already agreed to buy
• Basic campaigns presented as proactive work
• Requests with no clear opportunity or client need
• Incomplete ideas that Creative Studio must develop from nothing
• Several costly concepts for one small opportunity
• Avoiding the minimum media investment without a strong commercial reason
• Urgent requests that have not been planned properly

If the campaign already has an approved budget, do not use a Token. Submit the brief through the normal Creative Studio process.

Business-as-usual campaign production continues as normal and does not use the regional Token allocation.

🧭 DO I NEED A TOKEN FOR PROACTIVE WORK?

🎟️ HOW MANY TOKENS DOES A REQUEST USE?

The Token cost may increase if the request includes:

• Several different concepts
• Several complex formats
• A storyboard and a working demo
• 3D production
• Custom animation
• Complex interactive functionality
• A large number of sizes or versions

One Token does not automatically cover every item included in a pitch. Creative Studio will confirm the Token cost after reviewing the complete brief.

🔎 CHECK YOUR TOKEN ALLOCATION AND USAGE

Each region receives a new Token allocation for the quarter.

FIND YOUR QUARTERLY ALLOCATION

Check the Creative Tokens presentation to see how many Tokens have been allocated to your region for the current quarter.

The presentation shows the starting allocation before any Tokens are used, returned or transferred.

TRACK TOKENS USED AND REMAINING (COMING SOON)

Use the Creative Token tracking dashboard to check:

• Which Token requests have been submitted

• How many Tokens your region has used

• How many Tokens your region has remaining

• Whether Tokens have been returned after a successful campaign

💰 MINIMUM OPPORTUNITY VALUE

A Token request should support a potential media opportunity worth at least $5,000.

The potential value should also make sense for the format being requested.

For example, an expensive 3D concept should support an opportunity that could realistically meet the usual minimum media investment for that type of execution if the pitch is successful.

This prevents Creative Studio from spending a large amount of production time creating several high-cost demonstrations for a small or guaranteed campaign.

The scale of the creative request should match the realistic value of the opportunity.

📋 TOKEN BRIEFS STILL NEED TO BE COMPLETE

A Token gives access to production time. It does not remove the normal briefing requirements.

The Sales Team must please confirm:

• Who the client is
• What the opportunity is
• Whether the campaign is confirmed or still being pitched
• The potential media value
• What the client needs
• When the pitch or client meeting will take place
• What Creative Studio is expected to deliver

A strong Token brief gives the team enough information to understand the opportunity and recommend the right creative approach.

⏱️ LEAD TIMES AND WEEKLY CAPACITY

The standard lead time for Token work is 7 -14 days.

The exact delivery date depends on:

• The complexity of the request
• Whether all assets have been supplied
• Current campaign workload
• Available Token production slots
• The amount of work already scheduled

Shorter delivery times may occasionally be possible, but they cannot be guaranteed.

Creative Studio can deliver a maximum of four Tokens of work per week across the whole company.

This is shared capacity, not four Tokens per region.

During busy periods, Token work may be limited, paused or scheduled for a later date.

🔄 WHAT HAPPENS IF THE PITCH BECOMES A CAMPAIGN?

If the proactive work results in a paid campaign and an IO is assigned, inform Creative Studio.

The Token used for that opportunity will be returned to the region’s available allocation. This allows the region to invest the Token in another proactive opportunity.

Win the campaign, get the Token back.

The Token is only returned once the campaign and IO have been confirmed. A positive client response or possible future campaign is not enough.

📆 TOKEN EXPIRY AND QUARTERLY ALLOCATIONS

Tokens are allocated per quarter.

Unused Tokens:

• Do not automatically carry over into the next quarter
• May result in a smaller future allocation
• May be transferred to another region before they expire
• Are lost if they are not used or reassigned

Token allocations may increase or decrease each quarter based on:

• Previous usage
• Regional demand
• Commercial potential
• Creative Studio workload
• Seasonal production requirements

Regions may agree to exchange or transfer Tokens. Any transfer must be confirmed by the relevant Regional Managers and communicated to Creative Studio.

If your region has run out of Tokens, speak to your Regional Manager. Additional capacity may sometimes be available from another region or from the central overflow allocation.

Tokens should not be saved indefinitely for a perfect opportunity. Use them carefully, but use them while they are available.

 🎄 Q4 AND PEAK-SEASON AVAILABILITY

Creative Studio has less capacity for proactive production during Q4 because of increased campaign demand and the holiday season.

Token availability may therefore be reduced or paused during Q4. Token briefs are not accepted during the Christmas production period unless capacity has been agreed in advance.

Plan important Q4 pitches early and submit them before the communicated cut-off date.

📉 WHAT IF A CONFIRMED CAMPAIGN DOES NOT MEET THE MINIMUM SPEND?

Minimum media investments help ensure that the income from a campaign covers the cost of producing the creative.

Creative production includes costs such as:

• Staff time
• Freelancer support
• Specialist production
• Software
• Hardware
• Quality assurance
• Operational costs

If the media investment of a confirmed campaign does not cover production, Creative Studio may be required to complete the work at a loss. Repeatedly doing this is not sustainable to the business.

If a proposed campaign does not meet the minimum investment, you have three options:

1. UPSELL THE CLIENT: try negotiate to increase the proposed media investment so that it meets the minimum required for the format.
2. RECOMMEND A DIFFERENT FORMAT: Choose an execution that is available within the client’s confirmed budget.
3. REQUEST A TOKEN: if the opportunity is strategically valuable and meets the Token requirements, ask your Regional Manager to approve the use of a Token, and submit a Token brief.

A Token is an exception for a valuable opportunity. It should not become the standard way to sell formats below their minimum investment.

🚨 NOTE: there are NO approved lower minimums in any regions. Anything that comes in below minimum investment is assessed and approved on a case by case basis. All exceptions need to be approved by Lee. 

🌟 EXAMPLE: USING A TOKEN TO OPEN A DOOR

The Turkey team wanted to secure a meeting with Coca-Cola after trying to open the conversation for more than a year.

Creative Studio produced a proactive “Share a Coke” banner that displayed client names.

The banner was not created for a confirmed campaign and did not have an approved budget. Its purpose was to demonstrate a relevant idea and help the Sales team secure a meeting. The concept successfully helped open the conversation.

This is a good Token use because:

• There was a clear commercial objective
• The creative was specific to the client
• It demonstrated Eskimi’s capabilities
• It helped the team access an opportunity that had previously been difficult to reach

A Token does not need to produce an immediate campaign to be valuable. However, it should have a clear purpose and a realistic chance of helping the business.

 ❓FREQUENTLY ASKED QUESTIONS

• DOES A CAMPAIGN WITH AN IO NEED A TOKEN?
  • No; campaigns with an approved IO follow the standard production process

• CAN I USE A TOKEN FOR A CAMPAIGN THE CLIENT HAS ALREADY AGREED TO BUY?
  • Normally, no; Tokens are intended for proactive work and unconfirmed opportunities, not guaranteed business

• CAN I USE A TOKEN WHEN THE BUDGET IS BELOW THE FORMAT MINIMUM?
  • Yes, if the opportunity is strategically valuable, meets the Token eligibility requirements and is approved by your Regional Manager

• DOES ONE REQUEST ALWAYS COST ONE TOKEN?
  • No; simple concepts may cost one Token, while storyboards, demos, 3D work or more complex requests may cost two or more

• CAN I REQUEST SEVERAL DEMOS USING ONE TOKEN?
  • Not automatically; the Token cost depends on the total amount and complexity of the requested work

• CAN CREATIVE STUDIO DEVELOP THE IDEA FOR ME?
  • Creative Studio can help develop a clear starting idea, but the local team must provide the client context, opportunity, objective, available assets and expected outcome

• HOW QUICKLY WILL I RECEIVE THE WORK?
  • Standard production time is 7 -14 days after the complete brief has been accepted

• CAN TOKEN WORK BE COMPLETED URGENTLY?
  • Urgent delivery cannot be guaranteed; confirmed campaign work takes priority

• WHAT HAPPENS IF WE WIN THE CAMPAIGN?
  • Once the campaign receives an IO, tell Creative Studio and the Token will be returned to your region

• CAN UNUSED TOKENS MOVE TO THE NEXT QUARTER?
  • No; Tokens expire at the end of the quarter unless a different arrangement has been approved

• CAN REGIONS SHARE TOKENS?
  • Yes; regions may transfer Tokens when approved and communicated to Creative Studio

• WHAT IF MY REGION HAS NO TOKENS LEFT?
  • Speak to your Regional Manager; they may request a transfer from another region or ask whether central overflow capacity is available

• ARE TOKENS AVAILABLE DURING Q4?
  • Availability is limited during Q4 and may be paused during the festive production period; always check the current allocation and cut-off dates before submitting a request

💡 INFORMAL BRAINSTORMING

Creative Project Managers can help you review assets and discuss possible creative formats. This is useful when you need initial guidance before deciding whether to submit a full brief. This can happen directly on Slack in the #creative-forum channel, or via our new briefing form COMING SOON. 

Helpful resources include:

• Work-in-progress format catalogue
• Top-performing creative dashboard
• Top-performing banner sizes

Informal advice does not include the production of a finished concept, storyboard or demo. 

🎟️ TOKENS

Creative Tokens are used when you need Creative Studio to produce something for a proactive opportunity that does not yet have an approved IO or confirmed creative budget.

Unlike informal brainstorming or strategic advice, Token support may include an actual creative output, such as:

• A static creative concept
• More detailed concept development
• A storyboard
• A demo
• Proactive Rich Media production
• A more complex format that does not meet the usual minimum media investment

Token requests must include a complete brief, the available client assets and a clear explanation of the commercial opportunity. Tokens are not required for campaigns that already have an approved IO. These follow the normal Creative Studio production process.

*For more details, read "What are Tokens, and how do they work?"

**Request a token here.

💡 FULL STRATEGIC PITCH SUPPORT

For qualifying opportunities, our Creative Strategist can help turn a business challenge or early idea into a clearer creative direction, client story or pitch approach.

Allow a minimum of five working days. The required time and level of support must be confirmed for each opportunity.

Strategic pitch support is separate from the Creative Token production process. If the pitch also requires concepts, storyboards or demos, Tokens may still be required.

Creative Strategy support is divided into four broad categories:

*Request strategic assistance here.

🧠 BRAINSTORMING

Brainstorming is an early-stage discussion used to explore what may be possible before a full pitch or brief has been developed.

This may include:

• Exploring possible campaign ideas
• Recommending suitable creative formats
• Identifying ways to use the available client assets
• Discussing how different formats could support the campaign objective
• Reviewing examples from previous campaigns
• Helping develop a clearer starting direction

*See Castle Lite example here.

Brainstorming helps shape the idea. It does not include production of a finished concept, storyboard, demo or pitch deck.

🎯 PITCH ASSISTANCE

Pitch Assistance is for a specific, active client opportunity that needs deeper strategic support.

The strategist may help with:

• Developing the central pitch idea
• Building a clear campaign story
• Connecting the creative recommendation to the client’s objective
• Selecting relevant formats and examples
• Adding supporting data or industry insights
• Structuring Creative Studio content within the pitch
• Preparing talking points for the client presentation
• Joining a pitch meeting where agreed in advance

*See Old Mutual example here.

📚 VERTICAL PLAYBOOKS

A Vertical Playbook is a reusable sales resource built around a specific industry or client category. Examples may include:

• FMCG
• Automotive
• Finance
• Travel
• Retail
• Gaming
• Telecommunications

A playbook may include:

• Common challenges in the industry
• Relevant audience or market insights
• Recommended creative approaches
• Suitable Eskimi formats
• Campaign examples
• Pitching angles
• Key talking points
• Questions to ask clients
• Opportunities for cross-selling or upselling

*See Playbooks here.

Vertical Playbooks are designed to support several Sales teams or opportunities.

🎤 EVENTS AND WORKSHOPS

The strategist can help plan or deliver sessions that educate, inspire or develop ideas with clients and internal teams. This may include:

• Client creative workshops
• Campaign ideation sessions
• Format training
• Industry or vertical presentations
• Conference or event content
• Internal Sales training
• Collaborative planning sessions

Support may include:

• Defining the session objective
• Developing the agenda
• Preparing presentation content
• Selecting examples
• Creating discussion exercises
• Facilitating the session
• Summarising recommended next steps

*See Event Presentation example here.

Events and workshops require preparation time. Please involve the strategist before the date or agenda has been promised to the client.

🔍 WHAT THIS PRODUCT IS - AND IS NOT

The banner does not independently scan the page. It uses contextual keywords supplied by the advertising platform when they are available.

🎯 WHAT IS IT GOOD FOR?

Dynamic Contextual Creative is useful when one campaign can connect naturally with several content categories.

It can help advertisers:

• Make one campaign relevant across different page topics

• Adapt the visual message without creating separate campaign setups

• Match products or messages to suitable content environments

• Reduce the repetition of showing one visual everywhere

• Test different creative approaches within one campaign

• Scale a central campaign idea across multiple interests

• Maintain a relevant fallback when no context matches

💡 POSSIBLE USE CASES

• FMCG: Show different products or serving occasions alongside relevant recipes, food articles or lifestyle content
• SPORTS SPONSORSHIP: Display a sports-themed version on football or tournament content while using a broader brand version elsewhere
• MUSIC AND ENTERTAINMENT: Use different creative versions around artist news, streaming, festivals or entertainment content
• RETAIL: Match product categories with relevant page topics, such as fashion, electronics, homeware or beauty
• TRAVEL: Adapt the creative around destination, food, culture, adventure or family-travel content
• AUTOMOTIVE: Show different messages around performance, technology, family travel or sustainability

✅ WHEN TO RECOMMEND IT

This format works best when:

• The campaign has one central brand idea

• The idea can be adapted into at least two meaningful contexts

• Each context has a clear visual or message

• The client has enough assets to build the variations

• Relevant page topics can be described using clear keywords

• A suitable default creative can be created

• The campaign will run across enough relevant content to make adaptation valuable

⚠️ WHEN IT MAY NOT BE THE RIGHT FORMAT

It may not add value when:

• The campaign has only one message and one visual

• The client cannot provide assets for multiple versions

• The categories are too similar to create meaningful differences

• The required context cannot be identified through clear keywords

• The client expects unique content to be generated in real time

• The campaign depends on every impression receiving a contextual match

• The selected inventory does not consistently provide contextual keywords

Speak to Creative Studio before promising the format or the number of contextual versions.

⚙️ HOW IT WORKS

1. WE CREATE THE CREATIVE VERSIONS

Creative Studio builds several approved visual versions inside one master banner. For example:

• Food

• Football

• Music

• Default

These versions must be created and approved before the campaign launches.

2. WE CREATE KEYWORD LISTS

Each creative version is connected to a list of relevant words and phrases - the delivery logic is built with hard coded keywords. For example:

The final keyword lists should reflect the campaign, market, language and content the client wants to target.

3. THE PLATFORM PASSES THE PAGE KEYWORDS

When available, the Eskimi platform passes contextual keywords into the banner using the {contextual_keywords} macro.

A macro is a placeholder that the platform automatically replaces with information when the advert is served.

4. THE BANNER SELECTS THE BEST MATCH

The banner checks the contextual keywords against the approved lists and displays the matching creative version. If no relevant keyword is available or no keyword matches, the banner displays the default creative.

A suitable creative is always available, even when contextual keyword data is not.

📦 WHAT WE NEED FROM THE CLIENT

CAMPAIGN INFORMATION

• Campaign objective

• Target market

• Campaign language or languages

• Target audience

• Planned media investment

• Campaign dates

• Required banner sizes

• Final destination URL

CREATIVE DIRECTION

• The central campaign idea

• The required contextual categories

• The message for each category

• The default message

• Final CTA

• Visual references

• Any mandatory legal copy

CREATIVE ASSETS

• Editable, layered source files

• Brand guidelines

• Logos

• Font files

• Product images

• Backgrounds or lifestyle imagery

• Any category-specific assets

*See "What Are Open Files?" for accepted editable file types.

📝 HOW TO PLAN THE CREATIVE VERSIONS

Each contextual version should feel clearly relevant while still belonging to the same campaign. For example:

The differences should be meaningful. Changing only a small decorative element may not create enough value to justify a dynamic setup.

🛟 THE DEFAULT CREATIVE

The default creative is shown when:

• Contextual keywords are unavailable

• None of the keywords match

• The page topic falls outside the planned categories

The default should therefore be a strong, complete advert that can work in any suitable environment. It must not look like an error message, placeholder or less important version.

🛠️ SETUP PROCESS

STEP 1: CONFIRM THE OPPORTUNITY

Share the campaign objective, market, planned investment, required sizes and proposed contextual idea with Creative Studio.

STEP 2: AGREE ON THE CATEGORIES

Confirm the creative categories before production begins. For example:

• Food

• Football

• Music

• Default

Adding new categories later may affect the scope and delivery timeline.

STEP 3: PROVIDE THE ASSETS

Supply all editable files, copy, logos, fonts, product images, category-specific assets and legal requirements.

STEP 4: AGREE ON THE KEYWORDS

Create and review a keyword list for each category. Confirm languages, local terminology and any excluded topics.

STEP 5: BUILD THE CREATIVE

Creative Studio designs the versions and develops the matching logic inside one master banner.

STEP 6: REVIEW EVERY VERSION

The client must review and approve:

• Each contextual creative

• The default creative

• The keyword categories

• Copy and CTA

• Legal requirements

• The overall banner behaviour

STEP 7: LAUNCH

The campaign team confirms that the {contextual_keywords} macro is available and correctly passed into the banner.

Final availability may depend on the selected inventory and whether contextual keyword data is supplied for the impression.

🛠️ SETUP PROCESS

❓ FREQUENTLY ASKED QUESTIONS

• IS THE CREATIVE GENERATED LIVE?
  • No; all creative versions are designed, built and approved before launch

• DOES IT USE AI?
  • Not to generate the advert at serve time; the banner follows predefined matching rules and approved keyword lists

• DOES THE BANNER READ THE PAGE ITSELF?
  • It uses contextual keywords passed by the Eskimi platform when they are available

• WHAT HAPPENS IF NO KEYWORDS ARE AVAILABLE?
  • The default creative is displayed

• DO WE NEED A SEPARATE BANNER FOR EVERY CATEGORY?
  • We need a separate visual version for each category, but the versions are contained inside one master creative set

• CAN THE COPY CHANGE?
  • Yes; copy may change by category if this is agreed, supplied and approved before launch

• CAN WE ADD MORE CATEGORIES AFTER PRODUCTION STARTS?
  • Possibly, but this changes the production scope and may affect the timeline
    

• HOW MANY CATEGORIES SHOULD WE USE?

  • Use enough categories to make the campaign meaningfully relevant, but not so many that the assets, keywords and approval process become difficult to manage

  • Creative Studio will confirm a practical scope for each campaign

HOW TO INSTALL THE MOCKUP TOOL

BEFORE YOU START: INSTALL THE TOOL

The AI Mockup Tool is added to your Claude account once. After that it stays available in every new chat.

You need to be logged into Claude with your Eskimi work account.

There are two ways to install it. Use Option A. Only use Option B if Option A does not work for you.

OPTION A: INSTALL FROM THE LINK (RECOMMENDED)

This is the standard route. The tool stays connected to the Creative Studio version, so improvements and new formats reach you automatically.

STEP 1: OPEN THE INSTALL LINK

• Open this link in a browser where you are already logged into Claude with your Eskimi account:

🔗 Mock & Roll Skill link share

STEP 2: INSTALL AND TURN IT ON

• Click Install
• Items shared with you may arrive switched off. If you see a toggle, switch it on

STEP 3: START A NEW CHAT AND OPEN THE TOOL

• Open a new Claude chat. 
• Open a new Claude chat, type / and select eskimi-rm-mockup
• The tool will open with its first question and guide you from there

IF THE LINK DOESN'T WORK

OPTION B: INSTALL THE SKILL FILE MANUALLY

Use this only if Option A does not work.

A manually installed version does not update. When Creative Studio adds formats or fixes problems, your copy stays as it is. You will need to download the new file and repeat these steps each time. Switch to Option A as soon as it works for you.

STEP 1: DOWNLOAD THE SKILL FILE

🔗 Mock & Roll Skill V1

• Save it somewhere you can find it
• Do not unzip it

STEP 2: OPEN THE SKILLS PAGE

• In Claude, click Customize in the left sidebar, then open the Skills tab

STEP 3: UPLOAD THE FILE

• Click Add in the top right, then select Upload skill
• Choose the file you downloaded

STEP 4: CHECK IT IS ON

• The tool will appear in your Skills list
• If there is a toggle, make sure it is switched on

STEP 5: START A NEW CHAT AND OPEN THE TOOL

• Open a new Claude chat, type / and select eskimi-rm-mockup

KEEPING A MANUAL INSTALL UP TO DATE

If you installed using Option B, check this page occasionally for a newer file. To update, download the current file and repeat Steps 1 to 3. Remove the old version from your Skills list first so you do not end up with two copies.

WHAT DO I NEED TO GET STARTED?

You can create a mockup using only the client’s official website. However, the more useful information and assets you provide, the closer the result can be to your intended direction.

MINIMUM INFORMATION

Provide:

• Client or brand name

• Official website
  

• Product or service

OPTIONAL ASSETS

You can also upload:

• Logos

• Product images

• Campaign artwork

• Brand guidelines

• Copy or campaign messages

• Fonts

• Reference images

• A short explanation of the idea

• Examples of the style you want

• Market or country

• Campaign goal

You do not need to write a long prompt. A short, clear description and the correct website or assets are normally more useful than several pages of detailed instructions.

HOW TO CREATE A MOCKUP

STEP 1: OPEN THE TOOL

Open the AI Mockup Tool in Claude.

If you do not know which format to use, ask:

“Show me the available creative formats.”

Review the list and choose the format that best supports your idea.

STEP 2: UPLOAD AVAILABLE ASSETS

Upload any suitable client assets you already have. If you do not have assets, provide the client’s official website. The tool can use it to identify possible:

• Brand colours

• Logos

• Product imagery

• Fonts

• Visual style

You may be asked to accept website cookies or allow access to Figma while the tool is working.

STEP 3: DESCRIBE WHAT YOU NEED

Tell the tool what you want to create. For example:

“Create a Gallery 360 mockup for this beer brand. The campaign will run in Zambia and should focus on the new product packaging. Use the brand’s website for its colours and visual style.”

Or it can be as simple as:

"I want to create a banner for this brand, using their website as a reference: https://localbrewery.co/"

The tool may ask for additional information. Answer the questions as clearly as possible.

*See outcome of localbrewery.co mockups here.

STEP 4: LET THE TOOL BUILD THE MOCKUP

The tool will gather the relevant information and create the banner.

Generation time will depend on the selected format, supplied assets and complexity of the request. A mockup may take approximately 20 minutes, but this is not a guaranteed turnaround time. If you make multiple banners, the next banners generally don't take as long as the assets have already been set up from the first mockup.

The tool should explain what it is doing, such as which colours or visual references it identified from the website.

STEP 5: REVIEW THE RESULT CAREFULLY

Always check the complete mockup before showing it to a client. Review:

• Logo quality

• Product accuracy

• Spelling and copy

• Brand colours

• Image quality

• Shadows, gradients and backgrounds

• Buttons and calls to action

• Animation and interaction

• Click-through behaviour.

• Overall suitability for the client.

AI can produce damaged logos, unusual shadows, incorrect details or other visual mistakes. If something is wrong, ask the tool to correct it or request help from Creative Studio.

Never assume that an AI-generated result is correct simply because it looks finished.

WHAT FILES WILL I RECEIVE?

1. WORKING BANNER .ZIP

The .ZIP contains the functional banner files, including the standard tags and tracking used by Creative Studio.

The banner can include working interactions such as:

• Clickable buttons

• Spinning or rotating elements

• Gallery interactions

• Other functionality included in the chosen format

The files are built with Eskimi DSP requirements and file-size optimisation in mind.

2. EDITABLE FIGMA FILE

Figma is a web-based design platform. The tool creates the design in separate, editable layers rather than combining everything into one flat image.

This allows Creative Studio to:

• Update the copy

• Replace products or images

• Correct design details

• Change languages

• Create additional sizes

• Prepare further campaign adaptations

The link to the Figma file should be included with the generated files or supporting README document.

If the client approves the mockup but requests changes, provide Creative Studio with the Figma link.

3. PREVIEW

The preview lets you test how the banner looks and behaves on the DSP before it's shared or uploaded. You can upload it to the DSP as usual.

Test every interaction. Do not rely only on a still screenshot.

*See all Fruit-tella interactive mockups here.

COMMON QUESTIONS & LIMITATIONS

The AI Mockup Tool:

• Does not guarantee that every generated design will be visually correct

• May produce low-quality or inaccurate brand elements

• May need help when a website blocks access or contains limited assets

• Does not replace Creative Studio for detailed design improvements

• Does not replace a strategist when original campaign thinking is required

• Does not replace client approval

• Does not replace the normal quality-checking process

• Works best with the supported formats already included in the tool

• DO I NEED CLIENT ASSETS?
  • No; you can begin with the client’s official website only
  • Supplying good-quality logos, product images and campaign assets will normally produce a more accurate result
• CAN I EDIT THE MOCKUP LATER?
  • Yes; the tool creates a layered Figma file that Creative Studio can use for updates and adaptations

• CAN CREATIVE STUDIO CREATE OTHER SIZES?
  • Yes; share the Figma link and approved design with Creative Studio when briefing the additional work

• CAN I CHANGE THE LANGUAGE?
  • Yes; the editable Figma file allows the copy to be replaced for localisation

• CAN I UPLOAD THE .ZIP TO THE DSP?
  • The .ZIP is built for the Eskimi DSP; however, it must still be reviewed, approved and checked through the normal campaign process before going live

• DO I HAVE TO COME UP WITH THE CREATIVE IDEA MYSELF?
  • No; use the tool when you already have a direction you want to demonstrate or clarify
  • If you need help developing the idea itself, speak to a Creative Project Manager or request the appropriate proactive or strategic support

• WHAT IF THE RESULT LOOKS WRONG?
  • Ask the tool to correct the problem; if the issue needs design judgement or manual editing, share the Figma link with Creative Studio

REMEMBER

Use the tool to make ideas easier to see, understand and approve. It supports the creative process - it does not replace the people, judgement and approvals required to deliver a successful campaign.

The AI Mockup Tool is an optional resource. It does not mean that the sales team must become designers or develop creative ideas for every brief.

If the client needs original creative thinking, strategic campaign ideas or expert recommendations, use the appropriate Creative Studio support:

• Speak to a Creative Project Manager for initial guidance

• Use a Creative Token for proactive concepts or demos

• Request Creative Strategy support for qualifying opportunities

• Submit a full brief when Creative Studio production is required

*Read about how to get proactive creative support.

The tool helps you communicate or demonstrate an idea. It does not replace creative strategy or professional creative judgement.