Eskimi Creative Studio 101 A practical guide to Eskimi Creative Studio: who we are, what we do and how we help brands create more effective digital advertising. This manual covers our creative services, capabilities, formats and ways of working, as well as how to brief and collaborate with the Studio. It also includes minimum media investments, production requirements, lead times, responsibilities, processes, best practices and answers to frequently asked questions. Getting to know Eskimi Creative Studio An introduction to Eskimi Creative Studio: what we are, our purpose and mission, and the role we play within Eskimi. This chapter explains our value proposition, strategic objective and core responsibilities, as well as how we define and measure our success. What is Eskimi Creative Studio? Eskimi Creative Studio is the creative strategy and production function within Eskimi. We turn campaign opportunities into effective, technically sound and commercially viable creative solutions. Creative Studio is a multidisciplinary team that creates and adapts visual assets for brand campaigns - from video and display, to interactive and branded content. We connect media strategy with creative execution, helping Eskimi and its clients deliver advertising experiences designed to capture attention, support campaign performance and strengthen commercial outcomes. Read more here. 👀 AT A GLANCE What we are Eskimi’s internal creative strategy, production and innovation function Why we exist To give every campaign the strongest possible creative execution, for the best possible campaign performance; to remove blockers to going live and serving out full campaign inventory Who we support Eskimi’s clients, commercial teams, regional teams and campaign delivery teams What success means Strong creative delivered reliably, commercially and at scale 🧭 PURPOSE We turn media opportunities into campaign-ready creative solutions. Turn ideas, briefs and media plans into effective advertising experiences Strengthen the creative contribution to campaign performance Support the success of Eskimi’s clients and wider business 🚀 MISSION To enable Eskimi’s clients and commercial teams to launch better-performing campaigns through accessible, scalable and data-informed creative solutions. We deliver creative excellence at speed, helping brands of all sizes access innovative advertising formats, technical expertise, and creative thinking without the complexity of managing multiple specialist vendors We provide creative thinking, production expertise and technical support without requiring clients or regional teams to manage multiple specialist resources Creative Studio exists to support the success of other business functions. ⚙️ OUR ROLE WITHIN ESKIMI Eskimi helps brands capture attention in a crowded digital environment. Creative Studio supports this by ensuring that campaigns are not only delivered to the right audiences, but are also engaging, memorable and effective. We operate as a strategic enablement function across the business: WHO WE SUPPORT HOW WE CONTRIBUTE Sales and regional teams Strengthen pitches, shape creative opportunities and support commercial conversations Account management and campaign teams Help deliver effective campaigns and stronger client experiences Product and leadership teams Support product adoption, client retention and sustainable revenue growth We are not simply a production team; we are  a business function that contributes to commercial success through creative expertise, technical execution, and operational support. 💎 OUR VALUE PR OPO SITION Creative Studio gives Eskimi, its clients and its partners access to specialist capabilities that may not be readily available within their own teams:  WHAT WE PROVIDE WHAT IT MEANS Creative expertise Creative concepts, design thinking, visual storytelling and campaign execution Technical expertise Advertising experiences designed to meet technical, platform and delivery requirements Speed Efficient creative delivery while maintaining quality and compliance Scalability The ability to support campaigns across markets, languages and varying levels of demand Innovation Continuous exploration of new creative capabilities and emerging advertising technologies Performance focus Creative decisions informed by campaign goals, audience behaviour and measurable outcomes 🎯 STRATEGIC BENEFITS Our strategic objective is to make creative execution a competitive advantage for Eskimi. Every process, capability, hire, system, and decision should contribute to one or more of the following outcomes: Better campaign performance Better client experience Greater operational scalability Increased commercial impact Sustainable team growth 🛠️ CORE RESPONSIBILITIES Creative Studio is responsible for: RESPONSIBILITY WHAT WE DO Creative production Creation and adaptation of campaign assets across supported advertising formats Technical development Development of interactive, dynamic, rich media, and bespoke advertising experiences Creative consultation Advising internal teams and clients on creative feasibility, best practices, technical requirements, and production approaches Operational support Supporting campaign delivery through quality assurance, troubleshooting, technical validation, and creative implementation Innovation and capability development Researching, testing, documenting, and introducing new creative capabilities that strengthen Eskimi's market offering Knowledge management Creating systems, documentation, training materials, and operational standards that enable consistent delivery across the team 📊 HOW WE MEASURE SUCCESS Creative quality matters, but it is only one part of how we judge our success. The Creative Studio measures success through:  Campaign delivery reliability Creative quality Technical quality Turnaround times Client satisfaction Internal stakeholder satisfaction Revenue enablement Adoption of premium and bespoke creative solutions Team capability growth Operational efficiency Knowledge retention and scalability The measure of success is not creative quality alone. It’s creative quality - delivered reliably, at scale, to every Eskimi client regardless of market size, budget, or internal resources. Creative Studio 2026/27 Roadmap 👁️ VISION Creative Studio exists to make creative execution a competitive advantage for Eskimi - not occasionally, but consistently. We are building a Creative Studio known for: Creative innovation Operational excellence Technical expertise Commercial impact Exceptional client experience Trusted for how it delivers Valued for what it enables A Studio that is trusted for how it delivers and valued for what it enables . Sales teams that win more. Clients that keep coming back. Campaigns that perform. 🗺️ WHERE WE ARE GOING We are building a Creative Studio that people can count on: WHO WHAT THEY CAN EXPECT Our clients Creative that performs Our sales teams Ideas and expertise that help them win Our creative team Clarity, growth and work that matters 🌟 HOW CREATIVE STUDIO WILL BE KNOWN 💡 Systemised creative innovation Innovation that continuously pushes what programmatic advertising can be 🛠️ Technical expertise The ability to turn complex briefs into effective, campaign-ready executions ⚙️ Operational excellence Reliable, predictable delivery that does not depend on individual heroics 📈 Commercial impact A clear connection between creative decisions and business outcomes 🤝 Exceptional client experience A working experience that makes delivering creative through Eskimi feel effortless 🏛️ THE FOUNDATIONS BENEATH THE VISION Everything we want to achieve depends on three foundations: FOUNDATION WHAT IT MEANS Stability A team and operating system strong enough to absorb pressure without breaking Scalability Processes and infrastructure that grow with demand rather than working against it Predictability Stakeholders know what to expect and consistently receive it These foundations allow strong creative work to happen repeatedly, reliably and at scale. 🔎 A LOOK BACK AT 2026 Creative Studio entered 2026 during a period of significant disruption. The departure of key project management personnel in early Q2 destabilised operations at a critical point of growth. Processes that depended on institutional knowledge rather than proper documentation became particularly vulnerable. The team is talented, committed and capable. However, they have frequently had to compensate for weak systems through exceptional individual effort. This has left the Studio operating in damage-control and stabilisation mode. The team has been permanently reactive, not because of individual failure, but because the systems supporting them were not strong enough to absorb change. That is not a sustainable operating model. It is also not fair to the people working within it. ⚠️ OUR BIGGEST RISK The greatest risk facing Creative Studio is not technology, AI or budget. It is the possibility that demand continues to grow faster than our operational maturity. As the Studio becomes more valuable, it attracts more work and more pressure. Without stronger systems, success itself becomes a risk. Every initiative in the Creative Studio roadmap is therefore designed to close the gap between the Studio’s potential and the systems supporting it. 🔄 HOW WE'RE EVOLVING PAST FUTURE Reactive production team Stabilised and rebuilt after disruption, becoming a governed delivery engine Informal and unstructured Governance designed to create a structured brief intake and triage Relationship-driven Institutional knowledge captured Knowledge held by individuals Reduced key-person dependency Output measured primarily by volume Output measured by impact Engaged after decisions were made Innovation protected and active Firefighting as the default Move toward greater visibility for predictable, scalable delivery 🎯 WHAT SUCCESS LOOKS LIKE This transformation will be successful when we have: Clear governance and decision-making frameworks that operate without constant leadership intervention Strong project management capability supported by documented, consistent processes Reduced key-person dependency, so one departure cannot disable a Studio function Workload visibility and capacity planning that stakeholders can see and trust Clear role definitions and growth paths that retain the people who make the team exceptional A Studio that can absorb growth without immediately creating operational strain Success will not simply mean that Creative Studio delivered more. It will mean that Creative Studio became more. 💼 HOW WE'LL OPERATE ⚙️ Systems over heroics Creative Studio’s success should not depend on exceptional individuals compensating for weak systems  Every process, framework and decision structure we introduce should make the system more dependable than any one person 🌿 Calm over chaos The Studio needs to feel calmer - not slower or less ambitious; simply calmer People should spend less time firefighting and more time doing meaningful work Creating the conditions for that is a leadership responsibility, not a team behaviour problem 🛡️ Accountability without fear We maintain high standards and give direct feedback Every team member is expected to take ownership of outcomes, communication and quality Accountability means recognising consequences, learning and improving. It does not mean blame 📊 Commercial clarity Creative Studio exists to contribute to Eskimi’s commercial success Every governance decision, process improvement and capability investment must answer one question:  Does this make Creative Studio more commercially valuable? 🧩 PRINCIPLES GOVERNING THE FUTURE OF CREATIVE STUDIO Creative Studio already has strong creative capability. The challenge is making that capability consistently available at scale, without relying on exceptional effort from exceptional individuals. Innovation must be systematic One-off experiments do not create a sustainable competitive advantage; repeatable systems do Data should inform creativity Performance intelligence should help shape creative decisions without replacing creative instinct Delivery and experimentation must coexist Reactive delivery and proactive innovation are both necessary. Our operating model must protect space for each Sales enablement drives adoption Creative Studio becomes indispensable when Sales believes our involvement increases its likelihood of winning Modular thinking enables scale Reusable component systems can reduce production time, relieve pressure on developers and make solutions easier to use across markets ✨ WHY THIS MOMENT MATTERS Most people join teams that are already built. They inherit established processes, learn existing systems and enter a culture that was formed before they arrived. Their role is to understand the environment and perform within it. You are joining Creative Studio at a different kind of moment. The team is small, globally distributed and disproportionately talented. Its work spans more than 40 markets, nine time zones and some of the most technically sophisticated formats in programmatic advertising. Creative Studio supports major agencies, regional brands and emerging markets simultaneously, with a team far smaller than the scale of its output might suggest. More importantly, you are joining while the Studio is being deliberately rebuilt. New governance, systems, career frameworks and ways of working are being established now. This means your contribution will extend beyond the tickets you manage: The processes built now will be used by future team members The standards established now will shape the quality of future work The relationships developed now will influence how Creative Studio is perceived across Eskimi You are not joining a finished thing. You are joining something in the process of becoming what it is meant to be. That is rarer than it sounds, and it is worth being excited about. Meet your Creative Studio Team MEET YOUR TEAM One of the best things about Creative Studio is the people. Everyone brings different strengths, and we work best when we collaborate, ask questions, and support one another. Here's a quick introduction to some of the people you'll be working with most often. 🚀 LEE GELDENHUYS 💼 Creative Director  Lee's role is to make sure the Creative Studio has everything it needs to be successful - from strategy and resourcing through to process improvement, stakeholder management and team development. Lee believes in giving people ownership, encouraging questions, and creating an environment where it's safe to learn, experiment and challenge the status quo. Come to Lee for: Prioritisation and escalations. Creative Studio processes. Career development. Feedback and coaching. Anything you're unsure about  🎯 KASPARAS Senior Creative Project Manager Kasparas leads our more technically complex and bespoke creative projects. If a campaign involves custom development, interactive experiences, or requires particularly close coordination between designers and developers, there's a good chance Kasparas is involved. He's knowledgeable about our workflows, our products, and how bespoke campaigns are delivered. Come to Kasparas for: Bespoke and interactive campaigns Technical delivery questions Rich media workflows Historical project knowledge Practical project management advice 🎯 PURITY Creative Project Manager Purity helps guide Creative Studio projects from the initial brief through to production and delivery. She works closely with Sales and the creative team to check that briefs are complete, the correct assets have been supplied, and everyone understands what is required. Purity helps keep work organised, follows up on missing information and makes sure questions are resolved before they cause delays. Come to Purity for: Brief requirements and missing information Creative asset requirements Project status updates Coordinating feedback and reverts General project support 🎯 REGINA Creative Project Manager Regina coordinates Creative Studio projects and helps keep communication flowing between Sales, designers and developers. She tracks each project through the production process, communicates updates and helps manage timelines, feedback and final delivery. Regina is a useful first point of contact when you need to understand what stage a project has reached or what needs to happen next. Come to Regina for: Project timelines and delivery planning Production progress and next steps Coordinating client feedback General project support 🎨 ALONA Graphic Designer Alona is one of our senior designers and one of the creative engines of the studio. She has a great eye for quality and is incredibly experienced across the wide variety of formats we produce. She's collaborative, thoughtful, and always willing to explain the "why" behind creative decisions. Working well with Alona means providing clear briefs, asking good questions, and trusting her creative expertise. Come to Alona for: Design feasibility Creative best practices Asset requirements Visual quality Design feedback 🎨 RAHID Graphic Designer Rahid joined the team more recently and brings fresh creative energy to the studio. He works across a wide range of creative production, adapting assets, creating banners, and helping bring campaigns to life. Like everyone in Creative Studio, he thrives when briefs are clear and expectations are well defined. Come to Rahid for: Creative production updates Design implementation Animation 💻 SHAMIM Front End Rich Media Developer Shamim builds many of the interactive experiences that make our campaigns stand out. Whether it's rich media executions, animations ,or custom functionality, he's often the person bringing a creative vision to life. He's proactive, dependable, and an excellent problem-solver. The earlier he's involved in technically complex projects, the better the outcomes tend to be. Come to Shamim for: Technical feasibility Interactive functionality HTML5 and rich media questions Technical troubleshooting 💻 CHIBUZO Front End Rich Media Developer Chibuzo is another highly experienced developer within the Creative Studio and works across many of our bespoke campaigns. He has deep technical knowledge and collaborates closely with both designers and Project Managers to turn ideas into polished, functional creative experiences.  Come to Chibuzo for: Technical implementation Development estimates Rich media functionality Complex interactive campaigns 🌍 THESHLIN Senior Creative Strategist Theshlin is our Creative Studio strategist and one of the team's biggest idea generators. While the rest of the studio is focused on delivering campaigns, Theshlin is often thinking about what we should build next - whether that's new creative concepts, sales playbooks, workshops, certifications, industry narratives or resources that help our teams (and clients) better understand what Eskimi can do. He works closely with Sales, Marketing, Product and the Creative Studio to identify opportunities, solve business problems, and translate complex ideas into clear stories and scalable resources.  Come to Theshlin for: Creative strategy and campaign ideation Proposal and pitch support Client narratives and storytelling Creative workshops and playbooks   How to brief What are Open Files? QUICK ANSWER Open Files are the original, layered design files For static designs, send . PSD, .PSB, .AI, .EPS or .FIG For editable animation, send the original .AEP project .PNG, .JPG, .PDF, .MP4 and .MOV files are finished outputs, not Open Files WHAT SHOULD I SEND? WHAT YOU WANT TO CREATE FILES TO SEND US A template banner .PSD | .PSB | .AI | .EPS | .FIG files, including font files A custom rich media banner with animated elements .PSD | .PSB | .AI | .EPS | .FIG files, including font files A custom rich media banner with video elements .PSD | .PSB | .AI | .EPS | .FIG files, including font files AND .MP4 | .MOV files, or YouTube link A custom rich media banner with video elements that need to be edited .PSD | .PSB | .AI | .EPS | .FIG files, including font files   AND .AEP files A custom rich media banner with custom animation .PSD | .PSB | .AI | .EPS | .FIG files, including font files ⚠️ 3D projects have their own separate, additional asset requirements. Read the 3D-modelling specific Help Page  here . Need more detail? Read the explanations below👇 DEFINITION Open Files (also called working files or source files ) are the original, editable documents created by a designer using specific creative software.  They are organised into  layers , with different parts of the design kept separate. For example, the background, product, logo and text may each sit on their own layer. This allows Creative Studio to open the artwork and move, resize, replace or edit each part individually. OPEN FILE TYPES The correct Open File format depends on whether we are working with a static design or a video . 🖼️ STATIC DESIGNS (TEMPLATE BANNERS + CUSTOM RICH MEDIA) FILE TYPE CREATED IN .PSD Adobe Photoshop .PSB Adobe Photoshop .AI Adobe Illustrator .EPS Adobe Illustrator .FIG Figma These files can contain separate, editable layers for elements such as the background, product, logo and text. 🎬 VIDEO DESIGNS FILE TYPE CREATED IN .AEP Adobe After Effects ⚠️ Do not send .AEP files for static banner executions. We only need an .AEP file when we must edit the original video, for example: Cropping it to different dimensions Isolating a specific section or playback time Moving or editing elements within the video, like text or a logo An .MP4 or .MOV file can only be used exactly as supplied. We cannot change its dimensions, playback time or content. ❌ FILES WE CAN'T USE FOR EDITS FILE TYPE WHY WE CAN'T USE IT .PNG It's a flat image without editable layers .JPG / .JPEG It's a flat image without editable layers .MOV It is an exported final video, not the editable video project .MP4 It is an exported final video, not the editable video project .CDR It is a proprietary CorelDRAW format that we don't support ⚠️ IMPORTANT EXCEPTION A .PNG or .JPG can still be used as one element inside a larger Open File . For example, a layered Photoshop file might contain: A client logo supplied as a .PNG A product image supplied as a .JPG Editable text on a separate layer A background on another layer The .PNG or .JPG is only one part of the design. Because the overall .PSD, .AI or .FIG file remains layered, we can still edit and adapt the complete banner. Simple rule: A .PNG or .JPG can be an element inside an Open File, but it is not an Open File by itself. *Static images can also be animated. FONT FILES If the creative assets have any text, we also need to have font files included in the Open Files .  We do also need the original font files when we do image resizes for banners. Think of it like opening a file on your computer that uses fonts that you don't have installed - your computer can't display the original font because it doesn't exist on your system. If a computer does not have the specific font installed, the design software will substitute a default font. This ruins the layout, changes line breaks, and alters the visual style. Without the original font, we have two options:  Substitute it with a different font , which changes the appearance of the design and may no longer match the brand guidelines Flatten the text as part of the image , meaning it can no longer be edited, resized, repositioned, or updated independently An Open File is incomplete if its fonts or linked assets are missing. ANIMATING STATIC ELEMENTS We can use layered static Open Files (.PSD, .AI or .FIG) to create a new animations.  Because the design elements are separate, we can animate the logo, text, product, background or other elements individually. Exported videos cannot be reanimated. A .MOV or .MP4 is a completed, exported video. Its original elements and animation settings are no longer separate, so we cannot take it apart and reanimate them. ANIMATION TYPES An animation is movement created by a developer, or by an animator. Creative Studio produces animation in two different ways. The right approach depends on whether we are adding movement to existing design elements or creating new animated content . 1.  ADDING MOVEMENT TO EXISTING ELEMENTS Our developers can animate the separate layers supplied in a static Open File. For example, they can make an existing: Floating logo or text Objects fade onto the screen Product grow or shrink Button pulse Elements move, rotate or respond to interaction The elements already exist. The developer is adding movement to them using code. Think of this as moving existing pieces around the screen. 2.  CREATING NEW ANIMATED CONTENT Some concepts require movement or visual content that does not already exist in the supplied design. For example: Making a product move realistically in 3D Creating an object from different angles Animating liquid, smoke, leaves or other effects Building movement that cannot be created from flat design layers Creating a complete animated scene This work must be created by an animator or 3D artist. It requires specialist animation software, additional production time and a separate editable project file. Think of this as creating a new moving performance that didn't exist before, not simply moving existing pieces. ANIMATION TYPE WHAT NEEDS TO BE EXECUTED CREATED BY Movement added to existing elements Layered static assets that already exist Developer New animation production New movement, angles, effects or scenes that still need to be created Animator and / or 3D artist Both developers and animators create movement. The difference is whether we are animating visual elements that already exist, or first need to create new visual content. VIDEO Unlike animation, video refers to completed footage supplied by the client . It is treated as a fixed asset rather than something we can recreate or reanimate.  We treat this footage as a finished visual asset. We can use it within a creative execution, but we cannot create additional footage or change what was originally filmed. ✅ WHAT WE CAN DO Depending on the supplied file and the request, we may be able to: Crop the video to fit different dimensions Select or trim a specific part of the video Add separate elements over the video, such as a logo, text or button Use the video as part of a larger banner execution ❌ WHAT WE CAN'T DO Create additional footage that was not supplied Change the actions taking place in the footage Make a person or object move differently Reposition individual people or objects inside the video Separate elements that are already part of the footage Reanimate the footage as if it were an editable animation Simple rule: We can adjust how the supplied video is used, but we cannot change what happens inside the footage. WATCH OUR VIDEO TUTORIAL ⚠️ 3D projects have their own separate, additional asset requirements. Read the 3D-modelling specific Help Page here . Why do we need Open Files? SEPARATE ELEMENTS In an Open File , these elements remain separate: Logo Headline and other text Product images Background Buttons Colours, etc This means we can move, resize, replace or edit one element without changing everything else. WHY WE NEED SEPARATE LAYERS To resize your banners for different ratios, we need to physically move the individual design elements independently within the full image itself; we cannot simply stretch a 300×250 banner into a 970×250 banner (as an example - this principle applies to all sizes); it would look like this: WHAT IT SHOULD LOOK LIKE WHAT IT ENDS UP LOOKING LIKE See this in action  here . This is important because proper resizing requires us to work with individual elements independently to: Move a product without moving the background Move a logo separately from the headline Resize and reposition assets for different formats Optimise layouts for different screen sizes When we only receive a flattened image (.JPG, .PNG, etc), none of these elements exist separately anymore - to us, the entire banner becomes a single picture . Imagine it like receiving a photo of a loaf of bread and being asked to change the flour - the flour is already baked into the bread; they’re no longer separate elements that can be changed. The same applies here. Without layered source files , we cannot accurately isolate products, logos, text, backgrounds, buttons, or other creative elements. ⚠️ 3D projects have their own separate, additional asset requirements. Read the 3D-modelling specific Help Page here . *Read more about what Open Files are  here . 3D and High Impact Format T's & C's HIGH IMPACT PROJECT REQUIREMENTS High Impact projects involve more planning, production and specialist work than standard banner projects. Following these requirements helps Creative Studio begin production on time and avoid unexpected delays. 📦 CREATIVE ASSETS 📦 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 🗺️ 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 ✏️ 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: REVIEW STAGE  CLIENT REVIEW TIME Version 1 1 working day Version 2 1 working day Final quality check 1 working day 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 ⚖️ 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. 3D modelling and rendering: timelines and complexity WHY ARE SOME 3D PROJECTS MORE COMPLEX THAN OTHERS? Not all 3D projects require the same level of effort. Simple product animations (such as rotating bottles, cans, phones, or packaging) are generally quicker to produce than people, animals, or characters. Characters are significantly more complex because they require: Build the entire character in 3D, with correct proportions from all angles Make the body bend and move naturally Make the face smile, blink, and show expressions Make hair and clothing move realistically with believable textures Animate everything so it looks believable Spend much more time testing and refining the final result Think about how many tiny muscles in your face move when you smile, laugh, frown, blink, or talk. A 3D artist has to recreate all of those movements digitally so the character looks natural rather than stiff or lifeless. A product only needs to exist. A character needs to act. It has to move, express emotion, and behave. As a result, character-based 3D projects typically require more specialist skills, longer timelines, and larger budgets than product visualisation. If a brief involves animated people, animals, or characters, please involve Creative Studio early so we can advise on feasibility, timelines, and production requirements before commitments are made. WHY ARE 3D ANIMATION SO MUCH MORE COMPLEX TO BUILD AND CHANGE? Unlike a flat design, a 3D scene is a complete virtual environment. Changing the position of an object often means reworking: Camera angles Lighting Shadows Reflections Object animations The overall composition What looks like a small change can require rebuilding part of the scene so everything still looks natural. WHY DO SOME 3D REVISIONS TAKE SO LONG? Not all revisions are equal. Changing text or colours may be relatively quick. However, changing how objects move, interact, or appear in the scene often means rebuilding and reanimating parts of the project rather than simply editing what already exists. The more movement involved, the more work is usually required. WHY CAN'T YOU JUST SPLIT UP OR DIVIDE THE 3D MODEL? 3D models aren't built like LEGO bricks. Many models are created as a single object. If a client later wants part of that object to move independently (such as a bottle cap opening), we first need to rebuild the model into separate moving parts. That may involve: Rebuilding the model Creating new surfaces and textures Creating new animations Re-rendering the entire scene What sounds like a small change can sometimes become a significant rebuild. WHY DO WATER, SMOKE, FIRE AND OTHER EFFECTS TAKE SO LONG? Effects like water, steam, smoke, bubbles, splashes and fire aren't simply videos placed on top of an animation. The computer calculates how these effects move through the scene, frame by frame. Think of it like drawing a puff of smoke... ...then drawing it again ... ...and again ... ... for every single frame of a 10-second animation. That's why these effects require considerably more processing time than simple object animation. WHY DO WATER DROPS TAKE SO LONG? A wet bottle isn't just a bottle with dots on it. Each individual droplet has to: Sit naturally on the curved surface Catch the light correctly Reflect its surroundings Look realistic from every viewing angle Move naturally as the object rotate A single bottle can contain hundreds of droplets, each of which the computer must calculate separately. WHY DOES RENDERING TAKE SO LONG? Finishing the animation doesn't mean it's ready immediately. Once all changes are complete, t he computer still needs to calculate every frame of the final animation. Think of it like baking a cake. Mixing the ingredients doesn't make the cake ready - you still have to bake it. Rendering is that baking stage. For every frame, the computer calculates: Lighting Shadows Reflections Transparency Materials Visual effects A short animation may contain hundreds of frames, so r endering alone can take several hours . WHY CAN'T RENDERING BE MADE FASTER? Rendering is performed by the computer, rather than the artist. Once rendering begins, the computer must calculate every frame individually. While we always optimise our scenes where possible, rendering time is largely determined by the complexity of the animation and cannot simply be sped up without reducing quality. WHY DO MULTIPLE REVISION ROUNDS TAKE SO LONG IN 3D? Unlike a presentation or Photoshop file, a 3D scene is built as one complete environment where everything works together. Changing one element often affects many others. For example, moving an object may also require updates to: Camera angles Lighting Shadows Reflections Animations Scene composition Once those changes are complete, the entire animation usually needs to be rendered again before a new preview can be shared. For this reason, repeated revision rounds can have a significant impact on delivery timelines. Think of it like building a house. It's much easier to decide where the windows go before the walls are built than to move them after the house is finished. To keep projects moving efficiently, we ask clients to review versions carefully and provide one consolidated round of feedback wherever possible. WHY ARE 3D PROJECTS MORE EXPENSIVE? 3D animation is a specialist craft. Projects often involve: 3D modelling Texturing Lighting Animation Visual effects Rendering Multiple rounds of testing and quality assurance Complex animations can take many days to produce, which is why 3D projects typically have higher production costs and minimum media investments than standard banner production. WHY CAN'T AI JUST DO THE 3D WORK FASTER? AI is an incredibly useful creative tool , but it isn't yet capable of replacing professional 3D production for most commercial advertising. While AI can often generate an impressive-looking image or short video, it currently struggles with the things we need for real advertising campaigns, such as: Creating consistent results across multiple scenes Producing editable assets that can be revised later Making changes based on client feedback Recreating the same animation across multiple banner sizes and formats Maintaining accurate branding, products, and fine details Advertising rarely ends with the first version. Clients often request copy changes, logo updates, different languages, new products, or revised animations. To make those changes, we need editable project files rather than a finished AI-generated video. Like our cake analogy, think of it like asking AI to bake a cake. It might produce something that looks great in a photo, but if the client later asks for less sugar, a different flavour, or a larger cake, it's much easier if you still have the recipe than if all you have is the finished cake. AI is already helping us speed up parts of our workflow where appropriate, and we continue to evaluate new tools as they mature. However, for high-quality, editable, production-ready advertising, skilled artists and traditional 3D workflows are still essential. Pitching with AI AI BEST PRACTICES: PITCHING AI-generated creative can be extremely valuable: It can help accelerate ideation, create new visual possibilities, and unlock creative opportunities that were previously difficult or expensive to achieve. BUT! AI-generated creative still needs to follow the same production realities as any other creative project. We’re increasingly seeing situations where ambitious AI-generated concepts are being pitched to clients before Creative Studio has confirmed whether: The idea is technically possible It fits within budget Timelines are realistic ✅ AI CAN BE USEFUL FOR Generating early-stage inspiration Helping structure thoughts Creating references or jumping-off points Accelerating brainstorming ❌ AI SHOULD NOT BE TREATED AS A production expert A technical feasibility checker A platform policy expert A budgeting tool A replacement for Creative Studio consultation The Creative Studio official mockup tool is coming soon! Watch this space. 👀 *Read our blog post on AI-Gen Creatives here. BEST PRACTICE Use AI to spark thinking , NOT finalise deliverables Bring ambitious ideas to Creative Studio EARLY Validate feasibility before pitching externally See a feasibility check example here Ask: Can we actually build this? Does this fit the proposed budget? Does this fit timeline / resource realities? Leave room in client pitches for collaborative development instead of specifying executions too early. If in doubt, involve Creative Studio early. We’d much rather help shape an idea before it is sold than have to scale it back afterwards. 🙏 Clients do not differentiate between Sales and Creative Studio. To them, we are one team. If we pitch unrealistic concepts, the whole business loses credibility. Going forward, please treat AI-generated concepts as exploratory inspiration - not as production-ready solutions. Need more detail? Read the explanations below👇 A few important points to keep in mind: INVOLVE CREATIVE STUDIO BEFORE PROMISING AI TO CLIENTS What may look simple in an AI-generated video can be extremely complex to recreate in a scalable advertising format. Or, worst case, the execution you have sold your client might not exist . Before committing to an execution, please check feasibility with the Creative Studio team so we don’t end up seeming uncooperative when we have to be the bad guys and say it can’t be done. 🥺 A 10-SECOND AI CLIP IS NOT A 10-MINUTE BANNER AI video tools can turn a prompt into a cinematic sequence in minutes. A fist punches the screen, the glass shatters, steel turns into a bridge, the logo lands. It looks finished, so it feels quick. It isn't. Every action in that clip is a separate piece of animation our team has to design, build and time, and then make work across every banner size within file-size limits. A mockup that took two minutes to generate can take days to produce properly. We're increasingly receiving requests that are short films, not banners. When that lands on a same-day deadline, something has to give, and it's usually quality, the timeline, or both. ✅ WHAT A GOOD AI-INSPIRED REQUEST LOOKS LIKE One clear idea you can describe in a sentence One main animated moment (EG. the "50 Years" text pops out in 3D) The AI image or clip attached as mood reference , not as the spec A timeline that matches the complexity ❌ WHAT CAUSES DELAYS Chains of actions (A happens, which causes B, which transforms into C) New actions added after work has started ("can the fist also smash the screen?") Complex ideas sold to the client on an urgent deadline AI visuals shown to the client before the Studio has confirmed we can build them KNOW WHICH LEVEL YOU'RE ASKING FOR Simple: logo reveal, text animation, CTA, product entrance - standard turnaround Enhanced: 2-3 animated elements and one transition - allow extra time  Motion sequence: multiple actions, transformations, effects (anything that looks like an AI video clip) - treated as custom production: needs a storyboard sign-off, the matching budget tier, and extra time If you're not sure which level your idea falls into, ask us before you pitch it. URGENT = SIMPLE If the deadline is tight, pitch the simple version . A clean, well-built simple idea wins more often than an ambitious one delivered late or half-finished. If the client likes it, we can build the bigger version once the campaign is confirmed and there is time and budget for it. PITCH OR PRODUCTION? SUBMIT IT IN THE RIGHT PLACE Pitch mockup (client hasn't confirmed): submit as a token request ; one concept, one revision round Won campaign: submit a production request with budget, assets and deadline; this is where the full build happens *See full training deck here. AI is a great way to show us what's in your head. It is not a quote, a timeline or a promise to the client. Talk to the Studio before the client sees it, and we'll help you pitch something we can actually deliver on time. ✏️ HOW TO BRIEF IN AI 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. 🙅 LIMITS OF AI 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 . Creating with AI: Client Rules and Disclosures Generative AI can help Creative Studio develop new images, extend backgrounds, explore visual directions and create elements that may be difficult or expensive to produce traditionally. However, not every client allows AI to be used . Some clients prohibit it completely. Others allow it only under specific conditions. Certain campaigns may also need to disclose that AI was used. Before Creative Studio begins, we need to understand: Does the client allow us to use AI? Does the client have rules that control how we use it? Does the campaign require an AI disclosure? If a disclosure is required, exactly what must we include? AI permission, AI rules and AI disclosures are three different things. We need an answer for each one. ✅ QUICK ANSWER QUESTION WHAT WE NEED Can we use AI? A clear Yes or No from the client Does the client have AI rules? The complete policy, restrictions or written instructions Is disclosure required? Confirmation from the client or their legal/compliance team What must the disclosure say? The exact approved wording, icons and usage instructions If AI use has not been confirmed, do not assume that it is allowed. BEST PRACTICE Ask these questions before the creative concept is finalised. AI restrictions may change: The concept we recommend The assets we need The tools we can use The production method The time required The format layout The final disclosure treatment The earlier Creative Studio receives the correct information, the easier it is to develop a compliant and realistic solution. If AI rules are confirmed before production, we can design around them. If they arrive after production, we may need to rebuild the creative. When in doubt, ask the client. Creative Studio can implement the rules, but the client must define and approve them. Need more detail? Read the explanations below👇 WHAT DO WE MEAN BY “USING AI”? Using AI can include asking an AI tool to create or change part of a visual. Examples include: Generating a new image Creating a background or environment Adding objects that were not in the original image Removing or replacing objects Extending an image beyond its original edges Changing a person, face, body or clothing Creating AI-generated people Creating different product environments Generating visual effects Using AI-generated video Using AI to change an existing photograph AI may be used for only one small part of a banner, but it still counts as AI use. “The whole banner was not made with AI” does not mean that AI was not used. 1. DOES THE CLIENT ALLOW AI? 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 ❌ SELE CT “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? 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? 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? 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 REQUIREMENT WHAT THE CLIENT MUST PROVIDE Exact wording The final approved disclosure text Language versions Approved wording for every campaign language Icon or symbol The correct production-ready file Placement Where it must appear in the creative Size How large the text or icon must be Colour and contrast Any rules controlling how it must appear Visibility Whether it must always be visible or may appear temporarily Timing When and for how long it must appear in animation or video Interaction Whether the user must be able to click or open more information Destination link The approved URL, if the disclosure links somewhere Market rules Which version applies in each country Approval Confirmation that the final disclosure has been approved 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. EXAMPLE BRIEF RESPONSES Can Creative Studio use AI? Yes. Does the client have specific AI rules? Yes. AI may be used for backgrounds and surrounding objects. It may not be used to generate or alter people, faces, bodies or clothing. The complete client policy is linked in the brief. Is AI disclosure required? Yes, for this campaign market. What must be included? The client has supplied the approved wording in all campaign languages, the required icon, minimum-size rules, placement instructions and the final destination URL. The downside of .GIF formats ✔️WHY .GIFS AREN’T A GOOD BANNER FORMAT .GIFs can often be huge files because they act as a "flipbook" of entirely separate images stacked into a single file. Unlike video formats (like .MP4) that only save the pixels that change from frame to frame, a .GIF saves every single full frame - for example, a 5-second animation at 24 frames per second means the file contains 120 separate images, stacked one after the other. Having really large file sizes come with risks: Upload limits: Many DSPs and ad servers have maximum file size limits. If a file exceeds these limits, it simply cannot be uploaded or served Slower loading: Larger files take longer to download on a user's device, particularly on slower mobile networks. This can delay the animation from starting or cause it to play less smoothly Reduced user experience: If the creative takes too long to load or the animation stutters, users are less likely to engage with it; in some cases, they may scroll away before the banner has even finished loading  This will directly impact campaign performance  If creatives load slowly or don't play smoothly, engagement rates of any kind may decrease, reducing the overall effectiveness of the campaign Brand perception: If a client’s banner is slow, blurry, low quality, or doesn't play smoothly, it can reflect poorly on the brand itself A more efficient option is to rather have an .MP4 and set it to automatically loop in the code - you can see an example of that here . WHY WE NEED ORIGINAL ANIMATION FILES TO RESIZE GIFS: To resize a GIF and produce a high quality resized version, we'll need the original animation project file - this type of file usually ends with .AEP . A .GIF is the final exported version of the animation It's similar to a finished video - it contains all of the frames, but it no longer contains the individual artwork, text, or animation layers that were used to create it When creating a new size, we don't simply stretch the existing .GIF - each layout usually needs to be rebuilt so that the text, products, logos, and animations fit the new dimensions correctly while maintaining image quality Without this, we can only scale the entire .GIF as one flat animation - this often results in blurry visuals, distorted proportions, or elements being cropped, and we can't reposition or resize individual objects because they no longer exist as separate layers (similar to how static .JPGs behave when we need to resize them) A .GIF is like a finished movie . You can watch it, but you can't ask the actors to stand in different places. The original animation file is the film set, where every object and character can still be moved independently.   Reverts 101 WHY WE ASK FOR ONE CONSOLIDATED ROUND OF FEEDBACK We completely understand that clients often think of additional comments after reviewing a creative. However, sending feedback over multiple days is much less efficient than sending one complete list. EG: SCENARIO A: Monday: 20 comments received The Creative Studio team: Reviews the feedback once Makes all changes together Performs one round of quality checks Exports the files Sends one updated version SCENARIO  B: Monday: 5 comments Tuesday: 4 more comments Wednesday: 2 more comments Thursday: 3 more comments Although there are fewer comments overall, the team must repeatedly: Stop other work Reopen the project Understand the new request Make the changes Check that nothing else has broken Export new files Upload and share new previews The project keeps restarting instead of moving forward. Another common challenge is when comments that could have been identified during the first review only come through in later revision rounds. EG: V1: "Looks great." V2: "Actually, can we move the logo?" V3: "Can we also change the headline?" V4: "The product should be bigger." None of these comments are unreasonable on their own, but together they create additional rounds of production that could often have been avoided if everything had been reviewed together at the start THE HIDDEN COST People assume only the designer is affected. In reality, every extra feedback round also means: The PM has to review the request The PM has to brief the designer / developer The designer / developer has to stop what they're doing The PM has to QA the output The PM has to upload the files The PM has to communicate back to Sales / client Everyone has to switch context before returning to their previous work Providing one consolidated round of feedback helps us: Deliver revisions faster Reduce unnecessary work Keep your project moving Spend more time improving the creative instead of restarting the process It's usually faster to wait an extra hour to collect all of a client's comments than to spend four days implementing them one message at a time. Campaign Creative Requirements 2.0 This page is the evolution of the previous Creative Requirements page. Updated 09.2026. ⚡ START HERE The creative assets needed for campaigns depend on two things: The creative format you are using Whether the client is supplying a finished advert or asking Creative Studio to build it Use this chapter to check the required file types, dimensions, file sizes and supporting information before either submitting a brief, or before going live with supplied creative. Requirements may differ by country, publisher or placement. Always confirm the final campaign requirements. Select the banner type for more information 👇 🖼️ STATIC BANNERS 🖼️ STATIC BANNERS A static banner is a completed image with no movement or interaction. REQUIREMENT DETAILS Accepted files .PNG, .JPG or .GIF Recommended size Up to 150 KB Maximum size For File Banner: 150 KB For Rich Media templates: 4.5 MB Movement None *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 ). COMMON MOBILE DIMENSIONS COMMON DESKTOP DIMENSIONS 200 × 200 120 × 600 250 × 250 160 × 600 300 × 50 250 × 250 300 × 100 300 × 250 300 × 250 300 × 600 300 × 600 336 × 280 320 × 50 728 × 90 320 × 480 970 × 90 468 × 60 - 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 🎞️ ANIMATED BANNERS These requirements apply for a completed HTML5 banner built by their own developer or creative agency. REQUIREMENT DETAILS File type HTML5 using JavaScript Initial load Maximum 150 KB Total download Maximum 5 MB Animation duration Must stop and remain static after 30 seconds 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. COMMON MOBILE DIMENSIONS COMMON DESKTOP DIMENSIONS 200 × 200 120 × 600 250 × 250 160 × 600 300 × 50 250 × 250 300 × 100 300 × 250 300 × 250 300 × 600 300 × 600 336 × 280 320 × 50 728 × 90 320 × 480 970 × 90 468 × 60 - 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 📌 STICKY ADS A sticky ad remains visible in a fixed position while the user moves through the page. REQUIREMENT DETAILS Accepted files .PNG, .JPG, .GIF or finished HTML5 Recommended size Up to 150 KB Maximum size 4.5 MB *See above about .GIF limitations. SUPPORTED DIMENSIONS HEADER FOOTER SIDEBAR FULL SCREEN 300 × 50 120 × 600 120 × 600 320 × 480 300 × 100 160 × 600 160 × 90 480 × 320 300 × 250 200 × 200 160 × 600 720 × 1280 320 × 50 250 × 250 200 × 200 768 × 1024 728 × 90 300 × 50 234 × 60 1,024 × 768   300 × 100 240 × 400     300 × 250 250 × 250     300 × 600 300 × 50     320 × 50 300 × 100     320 × 100 300 × 250     320 × 480 300 × 600     336 × 280 320 × 50     468 × 60 320 × 100     728 × 40 336 × 280     728 × 90 728 × 90     970 × 90 970 × 250 *Everything you need to know about Sticky Ads. ✨ TEMPLATED RICH MEDIA ✨ 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 HORIZONTAL SQUARE VERTICAL 300 × 50 300 × 300 160 × 600 300 × 150 320 × 320 300 × 600 300 × 250 320 × 480 320 × 50 320 × 100 336 × 280 728 × 90 970 × 90 970 × 250 *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 .  ASSETS AVAILABLE POSSIBLE FORMATS 1 image Assemble Glitch Rotating Billboard (needs 1x dimensions export) SpinView Gallery (1x background image; 1x product image) 2 images 3D Rotating Cube Countdown (needs 1x dimensions export) Dancing 3D (1st image not in view; ensure main image is in 2nd image placement) Page Flip Pixel Pages Scratch to Reveal (needs 1x dimensions export) Shake & Break (2nd image needs 1x dimensions export) Slider SpinView Gallery (+ background image) 3 images 3D Prism 3D Rotating Cube 3D Triangle Blinds Carousel Carousel Splitscreen Pixel Pages SpinView Gallery (+ background image) 4 images 3D Cube 3D Cubes Animated 3D Cubes Animated Interactive 3D Cube Horizontal 3D Cube Rotating 3D Cube Vertical Carousel Carousel Splitscreen Parallax (2nd and 4th images not in view; ensure main images are in 1st and 3rd image placement) Pixel Pages SpinView Gallery (+ background image) 5 - 6 images 3D Cube Rotating Carousel Carousel Splitscreen Pixel Pages SpinView Gallery   (+ background image)  7 - 10 images 3D Cube Rotating Carousel Carousel Splitscreen Pixel Pages SpinView Gallery (+ background image) HOW MANY VIDEOS ARE REQUIRED? The DSP Template Builder also supports video formats - either as video only, or as video + images.  ASSETS AVAILABLE POSSIBLE FORMATS 3 - 10 videos + images Carousel with Video 2 - 10 videos + images Deck of Cards with Video 3 - 4 videos + images 3D Cube with Video 1 - 10 videos + images Parallax Spin with Video 3 - 10 videos + images Story Frames with Video 1 video In-Banner Video 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 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: The product appears The user selects an option. The advert displays the result 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 FORMAT REQUIREMENT Floating Ad 150 × 150 .PNG, .JPG or layered .PSD Full Page Takeover Responsive assets Topscroll Responsive assets Midscroll Responsive assets 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 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. DYNAMIC CONTENT WHAT WE NEED Products or prices (data format) .JSON, .XML, or .CSV format API Endpoint (not within EskimiDSP solution) Weather The required cities and weather conditions Other live information Access to a suitable API Creative design Editable, layered campaign assets *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 COMMON MOBILE DIMENSIONS COMMON DESKTOP DIMENSIONS 200 × 200 120 × 600 250 × 250 160 × 600 300 × 50 250 × 250 300 × 100 300 × 250 300 × 250 300 × 600 300 × 600 336 × 280 320 × 50 728 × 90 320 × 480 970 × 90 468 × 60 - 📱NATIVE AND SOCIAL FORMATS 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 ASSET REQUIREMENT Icon or logo 128 × 128 Main image 1200 × 627 Additional image options 600 × 600, 400 × 400, or 1200 × 1200 Title Maximum 25 characters Description Maximum 90 characters CTA Maximum 15 characters Advertiser name Maximum 25 characters *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 OPTIONAL FIELD MAXIMUM LENGTH Price 50 characters Sale price 50 characters Phone number 50 characters Address 100 characters Star rating 4 characters Additional description 90 characters Display URL 1,000 characters 📱 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 ASSET REQUIREMENT App, product or brand icon 128 × 128 Main landscape image 1200 × 627 Square image 600 × 600 Title Maximum 25 characters Description Maximum 90 characters CTA Maximum 15 characters Advertiser name Maximum 25 characters *Character limits include spaces and punctuation. Keep text within the image to a minimum. 📹 VIDEO AND AUDIO FORMATS VIDEO AND AUDIO FORMATS 🎮 IN-GAME ADS In-game advertising may use a banner or video displayed inside a game environment. ACCEPTED FILES Banner .JPG, .GIF, finished HTML5 or approved tags Video MP4 BANNER DIMENSIONS COMMON BANNER DIMENSIONS ADDITIONAL SUPPORTED DIMENSIONS MAY INCLUDE VIDEO DIMENSIONS 300 × 250 160 × 600 320 × 480 320 × 50 250 × 250 480 × 320 320 × 480 300 × 600 768 × 1024 336 × 280 320 × 100 1024 × 768 480 × 320 320 × 180   640 × 360 320 × 320   640 × 480 360 × 640     728 × 90     768 × 1024     970 × 250     1920 × 1080   VIDEO SPECIFICATIONS VIDEO REQUIREMENT GUIDANCE Recommended file size Less than 15 MB Recommended duration 6–15 seconds ▶️ IN-BANNER VIDEO In-banner video places a video inside a display banner.  REQUIREMENT DETAILS File type .MP4 Aspect ratio 4:3 Maximum size 5 MB Recommended duration Up to 30 seconds 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.  REQUIREMENT DETAILS File type .MP4 Aspect ratio 16:9 Maximum size 5 MB Recommended duration Up to 30 seconds Maximum duration 6 minutes 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.  REQUIREMENT DETAILS File type .MP4 Dimensions 320 × 480 or 480 × 320 Maximum size 5 MB Recommended duration Up to 30 seconds 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. REQUIREMENT DETAILS Accepted file .MP4 Alternative delivery External VAST URL without VPAID Dimensions 1920 × 1080 Recommended size Up to 45 MB Maximum size 100 MB Recommended duration Up to 30 seconds Maximum duration 1 minute *VPAID and OMID are not supported. This means viewability cannot be tracked using these technologies. 🔊 AUDIO ADS REQUIREMENT DETAILS Accepted files .MP3, .WAV, .WMA or .OGG Minimum bitrate 128 kbps Maximum size 50 MB Recommended duration 15–30 seconds *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 Frequently asked questions Creative production comes with plenty of questions, especially when technical requirements affect what can be built, how long it will take, and what assets are needed. This chapter brings together clear answers to the questions Creative Studio receives most often. It covers common topics including open files, image quality, banner resizing, GIFs, minimum media investments, AI-generated concepts, usage rights, 3D production and client feedback. Use it as a practical reference when preparing briefs, managing client expectations or explaining why certain production requirements and limitations exist. What are Client Tiers? CHOOSING CLIENT TIERS IN CREATIVE BRIEFS Client tiers help Creative Studio understand the strategic importance of the client relationship. They do not describe: How urgent the brief is How difficult the creative is How much attention the client personally requests How important the opportunity feels to the salesperson When briefing, choose the tier based on the client or agency relationship, not the urgency of the individual brief. 🥇 TIER 1  Clients under Big 5 agencies (previously Big 6) (and Simply Black in Africa) or Top Global brands The "Big 6" refers to the six largest global advertising and marketing holding companies that control a vast majority of worldwide media spending, creative campaigns, and public relations Even small clients count as Tier 1 if they belong to a Big 6 agency Why this matters - these relationships may involve: Global or multinational accounts Important agency partnerships Opportunities across multiple markets High long-term retention value Strong strategic value to Eskimi * Read our Big 5 (previously Big 6) overview here. Not sure whether an agency belongs to the Big 5? Check the approved agency list below before selecting the tier. 🥈 TIER 2 Important local or regional clients that do not qualify for Tier 1 This includes: Recognised top clients in your local market Large independent agencies Important regional clients Established accounts with high local strategic value Why this matters - these clients may offer: Strong local or regional relationships Repeat business High retention value Important revenue within a specific market Opportunities to strengthen Eskimi’s local position If you are unsure whether an account qualifies, confirm it with your regional or commercial lead. 🥉 TIER 3 When the client does not qualify for Tier 1, Tier 2 or Tier 7 This usually includes: Smaller independent agencies Smaller direct clients Standard accounts without a confirmed strategic classification Tier 3 clients generally don't qualify for custom creative work , as the goal it to move them to a low touch environment . However, if there is an opportunity to grow the client, or there is a high media investment value attached, let's talk! 🏅 TIER 7 Gambling and performance clients which were handed over to Roigen Tier 7 is a special routing category. It does not mean “seventh priority.” 🌿 GROWTH CLIENT Accounts in active growth phase, or with high upsell potential There is clear evidence that the account is actively growing or has a realistic, near-term upsell opportunity This may include: Confirmed additional campaigns A documented increase in planned spend Active expansion into new markets A confirmed opportunity to add products or formats A specific upsell already being discussed with the client Why this matters: Growth clients may have additional commercial potential Strong creative support can help Eskimi deepen the relationship and convert confirmed opportunities into future business 🆕  NEW CLIENT First custom Rich Media brief with Creative Studio Why this matters - the first Creative Studio project establishes the client’s expectations of our: Creative quality Communication Process Reliability Overall service  First impressions matter; new clients get elevated treatment on their first brief regardless of size The New Client flag applies only to the first custom Rich Media brief. Remove it from future briefs for the same client. Growth Client and New Client are additional priority flags. They do not replace the client’s main tier. HOW ESKIMI WORKS WITH  BIG 5 AGENCIES There’s this thing in the advertising world called the “Big 6,” which refers to the biggest ad agency holding companies around the world . Before starting to navigate this ecosystem, one often has no idea how complicated it is. Agency holding companies are “live organisms” that rapidly change, expanding and acquiring new members or losing some of them along the way. Most of us see hundreds of agencies worldwide as individual players in the industry. However, all of them fall under the giant umbrellas of slightly more than ten agency holding companies (parent advertising agency groups that own smaller agencies). Read our blog post on the Big 5 (previously Big 6) here. Eskimi & The Big 5.pdf What are creative Minimum Investments, and why do we have them? WIP What are Tokens, and how do they work? ⚡ QUICK ANSWER Creative Tokens give regional teams access to Creative Studio production time for promising opportunities that do not yet have an approved media budget . They allow Sales to show clients what Eskimi could create, bring proactive ideas to existing clients and strengthen important pitches before a campaign has been confirmed. 💡A Token is a unit of Creative Studio production capacity. It is not money, a discount or an approved campaign budget. ✅ USE A CREATIVE TOKEN WHEN There is no approved IO or confirmed media budget The work is proactive and could help win or grow business The potential opportunity is worth at least $5,000  Your Regional Manager supports the request You have submitted a complete brief Your region has enough Tokens available ❌ DO NOT USE A TOKEN WHEN The campaign already has an approved IO The client is already going to buy the campaign The request is routine campaign production The brief is incomplete The request has little realistic commercial potential You need delivery in less than 7 days BEFORE SUBMITTING A TOKEN REQUEST Confirm that: ☑️ The work is genuinely proactive ☑️ The campaign does not already have an approved IO ☑️ The opportunity is worth at least $5,000 ☑️ The requested creative matches the potential value ☑️ Your Regional Manager has approved the request ☑️ Your region has enough Tokens available ☑️ The purpose of the pitch is clear ☑️ The requested delivery date allows 7 - 14 days ☑️ The client meeting or pitch date is confirmed *Request a Token here. Need more detail? Read the explanations below👇 🍭 WHAT IS A CREATIVE TOKEN? 🍭 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? 🧭 DO I NEED A TOKEN FOR PROACTIVE WORK? SITUATION TOKEN REQUIRED? WHAT TO DO The campaign has an approved IO NO Submit a normal production brief The client has approved the campaign and budget NO Submit a normal production brief You want creative for an unconfirmed pitch YES Request Regional Manager approval; submit a Token brief You want to present a proactive idea YES Request Regional Manager approval; submit a Token brief The budget is below the minimum for the requested format MAYBE Upsell, choose another format, or request a Token You only need informal advice from a Project Manager NO Discuss the idea before submitting a Token brief You need a storyboard, concept or demo for an unconfirmed opportunity YES Request Regional Manager approval; submit a Token brief You need full strategic pitch support NO Contact Theshlin and follow the strategic pitch requirements 🎟️ HOW MANY TOKENS DOES A REQUEST USE? 🎟️ HOW MANY TOKENS DOES A REQUEST USE? REQUEST TOKEN COST Proactive static creative concept 1 Token Custom Rich Media banner for confirmed campaign below the normal minimum investment 1 Token Proactive detailed creative brainstorming or concept development 2 Tokens Proactive storyboard or demo 2 Tokens 3D Forced Perspective / Augmented Reality banner for confirmed campaign below the normal minimum investment 2 Tokens 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. 🔎 TOKEN ALLOCATION & T'S & C'S 🔎 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: UPSELL THE CLIENT:  try negotiate to increase the proposed media investment so that it meets the minimum required for the format. RECOMMEND A DIFFERENT FORMAT:  Choose an execution that is available within the client’s confirmed budget. 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 .  ⭐️ EXAMPLES & FAQ'S 🌟 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 🔗 USEFUL LINKS Submit a Creative Token brief Creative Token overview and allocation information How Creative Studio can help brainstorm your idea 💬 LEVELS OF PROACTIVE SUPPORT Not every conversation requires a Token . SUPPORT LEVEL WHEN TO USE IT REQUIREMENTS Informal brainstorming You need quick advice about possible formats or available assets Speak to a Creative Project Manager Creative Token support You need a concept, storyboard, demo or proactive creative production Regional approval, complete brief and available Tokens Full strategic pitch support You need deeper strategy, data, storytelling and pitch development Qualifying media opportunity and confirmed availability The difference: Informal brainstorming helps you explore possibilities. Tokens give you access to Creative Studio production time to create something for the opportunity. Strategic support helps develop the pitch direction and story.  ✅ CHOOSING THE RIGHT SUPPORT: QUICK ANSWER IF YOU NEED START WITH A quick opinion on formats or assets 💡 Creative Project Manager Initial strategic ideas for a possible opportunity 🧠 Brainstorming with a strategist A concept, storyboard or demo 🎟️ Creative Tokens Help developing a specific client pitch 🎯 Pitch Assistance with a strategist A reusable resource for an industry 📚 Vertical Playbook with a strategist A client or internal learning session 🎤 Events or Workshops with a strategist Need more detail? Read the explanations below👇 💡 INFORMAL BRAINSTORMING 💡 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 🎟️ 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 SUPPORT DETAILS 1 Token Static concept, detailed concept development or eligible Rich Media production 2 Tokens Storyboard, demo or eligible 3D Forced Perspective production Lead time Normally 7 - 14 working days Approval Regional approval and available Tokens required 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 💡  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. POTENTIAL MEDIA INVESTMENT POSSIBLE SUPPORT From $5,000 Data, examples, creative discussion and initial brainstorming From $7,500 More detailed strategic involvement and pitch development 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: SUPPORT TYPE USE IT WHEN YOU NEED 🧠 Brainstorming Help exploring ideas, formats or possible creative approaches 🎯 Pitch Assistance Strategic support for a specific client opportunity 📚 Vertical Playbook A reusable sales resource for a particular industry 🎤 Events or Workshops A structured session for clients or internal teams *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. Why are my banners pixelating? WHY ARE MY BANNER IMAGES PIXELLATING, AND HOW DO WE FIX THIS The reason the banners are pixellated is because the file sizes and dimensions are simply just small.  We usually prefer to deliver them in double the dimensions to account for this - 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. WHY CAN’T WE DO THIS IF WE DON’T HAVE OPEN FILES We can't upscale banners without open files - it's always easier to make things smaller, but to make things bigger isn't as easy because you can't just stretch it; it will make pixelation worse.  Think of it like this: A .JPG is like taking a photograph of a cake . If you want to make the photo smaller, that's easy; you're just shrinking the picture If you want to make it much bigger, the camera didn't capture any extra detail Stretching the photo doesn't create new pixels - it just makes the existing pixels bigger and blurrier AI can help upscale and sharpen things, however it's not good with text - it warps it quite often so it can become unusable, so we could try this approach, but it’s not always successful. To fix this, we need open files - files that end in .AI or .PSD .  TO UNDERSTAND WHY WE NEED THIS IF YOU NEED HELP EXPLAINING IT TO YOUR CLIENT A .JPG is a single, flattened image - everything has been merged together into one layer The logos, text, products, backgrounds, and effects are all "baked together" into one picture - like a printed out photo of the cake example from above An open file is like having the original cake recipe and all of the individual ingredients laid out separately. We can: Resize the logo without affecting the background Replace a product with a higher-resolution version Reposition individual elements Export each asset at the correct size Rebuild the artwork at a larger resolution while keeping it sharp With only a .JPG, none of those individual elements exist anymore. We can't "fill in" the missing detail because that information was removed when the design was flattened into a single image. You can also think of it like stretching out fishnet stockings. Out of the packaging, they look like this: When you stretch them, they look like this: We can’t fill in the gaps because nothing exists to fill the gaps with.  Creative Studio Glossary CREATIVE FILES FILE TYPES EASY DEFINITION .AEP An editable animation project created in Adobe After Effects .AI An editable design file created in Adobe Illustrator .CDR A CorelDRAW design file; Creative Studio doesn't support this format .EPS A design file commonly created or opened in Adobe Illustrator .FBX  A common 3D file format used to move models between different 3D programs .FIG An editable design file exported from Figma .GIF  An image format that can display simple animation ; .GIFs have limited colours and may produce larger, lower-quality files .GLTF / .GLB A 3D model format designed to load efficiently on websites and digital experiences .JPG / .JPEG A common image format without separate editable layers .MOV A finished video file; it's not the original editable animation project .MP4 A common finished video format; it doesn't contain separate editable layers .OBJ A common 3D model format containing an object’s shape; texture files may need to be supplied separately .PDF A document file designed mainly for  viewing and sharing ; it may not preserve original layers, fonts, assets or effects .PNG An image format that supports transparent backgrounds but doesn't contain the original editable design layers .PSB An Adobe Photoshop file used for very large or detailed layered designs .PSD An editable, layered design file created in Adobe Photoshop CREATIVE STUDIO TERMS TERM EASY DEFINITION 3D model A digital version of an object that can be viewed or rotated from different angles 3D modelling The process of building the shape of a product or object in 3D software 3D rendering Turning a 3D model into a finished image or animation AI disclosure Text or an icon that tells the audience AI was used to create or change content AI policy A client’s rules explaining whether and how AI may be used for their brand AI-assisted content Content mainly created by a person, with AI used to help with certain parts AI-generated content Images, text, video or other content created partly or fully using AI Animated banner A digital banner that includes movement Animation Movement created from design elements, such as making text fade in, a product grow or a button pulse Animation project file The original editable file used to create an animation Animator A specialist who creates new or more advanced animated content API A connection that allows different systems to automatically exchange information Aspect ratio The relationship between an asset’s width and height; for example, 16:9 is a common video aspect ratio Asset Any file supplied for a project, such as a logo, image, video, font or product photograph Banner dimensions The width and height of a banner, normally measured in pixels Big 6 agency One of the world’s largest advertising and marketing agency groups; clients managed by these agencies are treated as Tier 1 Bitrate The amount of data used by video or audio; a higher bitrate can improve quality but also increases file size Brief The information Creative Studio needs to understand what must be created Call to action (CTA) The words telling the audience what to do next, such as “Shop Now” or “Learn More” Click-through URL The webpage opened when someone clicks or taps an advert Client tier A priority category based on the client’s strategic importance, size or relationship with Eskimi Code Instructions written by a developer that control how a digital creative looks, moves or responds Colour banding Visible lines or blocks between colours where a smooth colour change should appear Commercial usage rights Permission to use an image, font, video or other asset in advertising or business activity Companion banner A banner displayed alongside a video advert to support the message and provide another way to click Compression Reducing a file’s size; too much compression can lower its visual quality Concept An early creative idea showing the proposed direction; it is not the finished banner Connected TV (CTV) Television content watched through an internet-connected television or streaming device Consolidated feedback One complete list containing feedback from all client stakeholders Creative The advertisement or visual content shown to the audience Creative format The type of advert being created, such as a static banner, Rich Media banner or video advert Creative Token A unit of Creative Studio time allocated for approved proactive work without a confirmed production budget; it is not money Crop To remove parts from the outside edges of an image or video so it fits a different shape or size Custom Rich Media A specially designed interactive advert built for a particular campaign or idea Demo A working example showing how a proposed creative idea or interaction could function Developer A technical specialist who builds digital creatives and can add movement to supplied design elements using code Dieline A flat template showing the cuts, folds and panels of product packaging Direct client A client working with Eskimi directly rather than through an advertising agency Dynamic ad An advert that automatically changes some of its content using supplied data or rules Editable A file that can still be opened and changed Exported file A finished file created from the original working file; it usually no longer contains all the separate editable parts File extension The letters after a filename that identify its format, such as .PSD, .JPG or .MP4 File format The type of file and the software or purpose it is designed for File size The amount of digital storage a file uses, normally measured in KB or MB Flattened image An image in which all the separate design elements have been combined into one layer and can no longer be edited separately Font file A file containing a typeface used in the design; it allows Creative Studio to use the correct lettering Footage Video content supplied by a client, usually showing something that was filmed or already produced. Forced Perspective (3D FP) A creative format that uses perspective to make a 3D object appear to come out of or extend beyond the advertising space Frame One individual still image within an animation or video Frame rate (FPS) The number of frames shown every second; a higher frame rate normally creates smoother movement Generative AI (GenAI) AI technology that creates new content, such as images or text, from instructions provided by a person Growth client A client with genuine current growth or upselling potential High Impact ad A large, prominent or interactive advert designed to attract more attention than a standard banner HTML5 banner A web-based banner that can include animation, video or interaction while maintaining better quality than a .GIF In-banner video Video that plays inside a display banner In-game ad An advert placed inside a digital or mobile game Insertion Order (IO) The formal document confirming that a client has approved the campaign and its media budget Intellectual property (IP) Legally protected creations such as logos, artwork, products, characters and brand designs Interactive creative An advert the audience can actively use, such as by swiping, tapping, playing or selecting something Layer One separate part of a design, such as the logo, text, product or background Layered file A file in which the different design elements remain separate and can be edited individually Lead time The working time required to complete a project after the full brief and correct assets have been received Linked asset An image or other file used inside a design but stored separately from the main open file Media investment The amount a client plans to spend on running the advertising campaign Minimum media investment The lowest campaign spend required for a particular creative format so production costs can be supported Mockup A visual example showing how an idea might look. It is not necessarily a finished or technically working advert Native ad An advert designed to match the look and layout of the website or app where it appears New client A client submitting their first custom Rich Media brief to Creative Studio Occasion Playbook A reusable sales resource created around an event or occasion, such as Black Friday or Valentine’s Day Open file The original editable design file; it allows Creative Studio to access and change separate parts of the artwork Pixel A tiny square of colour that forms part of a digital image Pixelation Visible square pixels that appear when an image is too small, low quality or enlarged too much Playback time The point or period during a video or animation when something appears or happens Proactive work Creative work produced before a confirmed campaign exists, usually to support a pitch, upsell or client conversation Product feed A file or data source containing product information such as names, prices, images and availability Production slot Reserved time in the Creative Studio schedule for completing approved work Prompt The written instruction given to an AI tool to tell it what to create Quality assurance (QA) The final checks performed to confirm that a creative works correctly and meets the requirements Raster image An image made from pixels; it may become blurry or pixelated when enlarged Reference image An example used to explain the desired style, layout, mood or creative direction Resize To change the width and height of a creative or one of its elements Resolution The amount of visual detail in an image or video, usually based on its pixel dimensions Responsive creative A creative that adjusts its layout to fit different screen or advertising-space sizes Revision round One stage in which the client reviews the work and sends one consolidated set of changes Rewarded video A video advert that gives the user an in-app or in-game reward after they watch it Rich Media A digital advert that can include animation, video, sound or interactive features Safe area The part of a design where important content can be placed without being cropped or covered Scope The agreed work, features and deliverables included in a project Scope change A request that adds or changes important functionality, structure or deliverables after the scope was agreed Source file Another name for an open or working file Static asset A visual element that does not already move, such as a logo, product image or background Static banner A banner made from one still image with no animation Static design A design made from still visual elements rather than existing video footage; it can still be animated Sticky ad An advert that remains visible in a fixed position while the user scrolls Storyboard A sequence of images showing what will happen during an animation or interactive experience Templated Rich Media An interactive advert created using an existing Creative Studio format or structure Texture An image applied to a 3D model to give it colour and surface detail Tier 1 client A client connected to a Big 6 agency, Simply Black in Africa or a top global brand Tier 2 client A major local or regional client, or a large independent agency Tier 3 client A smaller agency or direct client that does not fall into another priority tier Tier 7 client A gambling or performance client managed through Roigen Token allocation The number of Creative Tokens assigned to a region or team for a quarter Upsell Encouraging an existing client to purchase a larger campaign, higher-value format or additional service Usage guidelines Instructions explaining how an asset, disclosure, logo or brand element must be displayed UV mapping / UV wrapping The process of showing 3D software where each part of a flat texture should appear on a 3D model VAST video A video advert supplied with standard technical instructions that tell an advertising platform how to play and track it Vector artwork Artwork made from editable shapes and paths; it can be resized without becoming pixelated Vertical Playbook A reusable sales resource created for a particular industry, such as finance, retail or automotive. Video In this manual, recorded footage supplied by the client; creative Studio can use or adjust approved elements, but does not create replacement footage Working file Another name for the original editable file in which the design or animation was created   New creative formats Explore the latest formats available from Creative Studio and discover new ways to bring campaign ideas to life. This chapter introduces each format through clear explanations, visual examples and practical guidance on where it works best. You’ll also find the creative assets, specifications and briefing information required to get started. Use it when planning a campaign, preparing a client proposal or looking for a more engaging alternative to standard display advertising. Breakout Ads *Preview here . BREAK THE FRAME: BANNERS THAT BLEND SEAMLESSLY INTO YOUR SITE WHAT ARE BREAKOUT ADS? A 300x600 3D Banner that flows across your full screen within from Publisher Websites. This new format uses dynamic animations to pull attention out into the page and guide it back to the banner as you scroll down the page . BENEFITS OF BREAK OUT ADS 👁️ Disrupts the Scroll Gets users to pause by breaking passive browsing 📐 Expands in Page 3D assets dynamically grow and change within a publishers website ⭐️ Heightened Immersion Attention verification paired with 3D assets pulls users deeper into the brand story Add it to your presentation using our Pitch-ready slides  here .  See Creative Requirements here . *Preview here . SET UP REQUIREMENTS This table outlines the end-to-end SSP campaign workflow, the standard campaign setup process for AdOps, and the test campaign setup process for the Creative Studio team. Requirement: SSP availability is strictly mandatory for this implementation. Creative planning and discussions will remain on hold until SSP is supported in the market. SSP CAMPAIGN WORKFLOW STEPS CLARIFICATION OWNERSHIP 1. Make a deal with the client - BDM   2. Receive a brief from the client - AM / BDM   (Depends on the market and client, based on the internal agreement between the AM and BDM teams)   3. Check the availability of placements in the Eskimi SSP inventory Scenario 1: If client wants  placement on specific sites with whom we didn't make deal yet:  Inform the client that this will postpone the campaign start, as we need to make deals with the named publishers Find the publisher contacts and introduce the publisher to the Eskimi SSP team, together with information about the types of creative that will be potentially launched Scenario 2: If no specific sites mentioned or publishers are exist in our Eskimi SSP inventory: Check with the SSP team whether the existing publishers can commit AM / BDM   (Depends on the market and client, based on the internal agreement between the AM and BDM teams) 4. Create the placement and send the tag to the publisher This is mandatory only when a new publisher or placement must be created In all other cases, confirm with the SSP team whether the previously shared pixels are still valid on the publisher side SSP team 5. Prepare the campaign media plan Once the placement is confirmed by the SSP team, the AM must prepare the media plan Estimates can be based on information from the SSP spreadsheet and historical campaign results AM 6. Develop creatives The process depends on the creative type:   Scenario 1: static banners or templated Rich Media: AdOps receives the images from the client, AM or BDM, and uploads them to the system AdOps shares the preview with the client for confirmation Scenario 2: Custom Rich Media or high-impact ads: The AM or BDM collects the client's creative workflow expectations, and all materials needed for development The AM or BDM sends the collected materials and scenario to the Creative team The Creative team prepares the creative, ensures all requested event measurement is included, and confirms that it works correctly in the actual creative environment at display.eskimi-creatives.com The Creative team provides the preview link to the AM or BDM, who sends it to the client for confirmation Scenario 1: AdOps Scenario 2: AM / Creative team   7. Confirm creatives with the publisher (optional; depends on the agreement with the publisher) For some high-impact campaigns: The creative preview must also be shared with the publisher Some publishers approve the campaign only after seeing the actual creative This also allows the team to confirm that the banner displays correctly on the live site without any issues When the creative is ready: The Creative team provides the preview link to AdOps and the SSP team AdOps sets up a test campaign for the publisher The SSP team requests test traffic from the publisher and obtains confirmation to run the creative When the test campaign is live, the Creative team checks that the banner looks and works as expected in the live environment AdOps / SSP team / Creative team   (Responsibilities are described in the clarification column) 8. Set up the campaign Once the media plan and creative preview have final approval, the campaign is ready for setup   AdOps 9. AdOps informs the SSP Operations Specialist about the campaign Request traffic in the Slack channel #ssp_adops , or in the channel for the specific market, EG: #ssp_croatia or #ssp_greece - include: Campaign name Country Creative type, such as standard sizes, floating or takeover Campaign duration Required publishers, if the client supplied a list or you want to choose the publishers Required daily impressions Publisher availability must be checked and confirmed with the SSP team before this step (See Step 3) AdOps 10. Check traffic and delivery During the live campaign, AdOps monitors delivery in the DSP report and ensures the campaign receives enough traffic to meet the client's needs The SSP team controls supply and ensures the campaign fill rate meets the publisher's needs and agreement AdOps / SSP team 11. Request screenshots from all publishers Campaign screenshots can usually be requested directly from the publisher Screenshots may be requested according to the client's needs and depending on who manages communication with the publisher Usually, AdOps communicates with the client and passes the request to the SSP team, which manages communication with the publisher AdOps / SSP team 12. Campaign ends Reporting Invoicing This follows the usual process for any other Eskimi DSP campaign   AdOps NOTE: Inform the SSP team about the traffic you will need as far in advance as possible. This allows time for traffic ordering, implementation and optimisation where required. Weekends and national holidays may delay traffic opening by SSP partners. NOTE: Allow up to 24 hours for creative testing after the creative has been approved. This time is needed to confirm that the creative performs correctly and that all required metrics are measured accurately. SSP CAMPAIGN SETUP FOR ADOPS Eskimi SSP campaigns are set up differently from standard Eskimi DSP campaigns. Follow these steps: Start with the usual campaign setup and creative upload Check SSP publisher prices in the online document: https://bit.ly/384waVQ You must have access from the SSP team to open this file The campaign bid after margin must not be lower than the amount listed in the document Do not select targeting options for SSP campaigns unless the campaign is running too quickly or the client does not allow targeting to be removed; do not add impression capping or auto-optimisation Create a package containing the required domains If the site list is large, one common package may be used If you need to control delivery separately for each publisher, create a separate package for each publisher Find site IDs here:  https://stats.eskimi.com/admin/adops/AppsSitesLookup/ Select IDs for the required exchange and add them to the package In some cases, placement_id must be added instead of site_id This is used when several campaigns run with one publisher at the same time, helping to keep trackers organised and control delivery by campaign or placement The SSP team will confirm which ID is required If delivery is required on specific subdomains or site sections: Prepare a keyword list containing the section names used by the subdomain, such as lifestyle or sports In targeting settings, select Context options , then Find in URL Under Match options , choose Exact word type match Upload the keyword list in CSV format Set Default to No and Status to Enabled Assign the targeting to the relevant account user If the publisher provides traffic through a PMP Private Marketplace deal, AdOps must contact the publisher and request: Buyer ID Brand Country Creative type and sizes Campaign duration Position and targeting, if required After the publisher confirms the setup and provides the Deal ID, complete the deal setup in the DSP Select the exchange where the deal was created instead of the default Eskimi exchanges Use deal targeting in a separate campaign split where possible to improve performance control Select Allow multiple bids for all SSP campaigns, unless the client specifically requests that ads are not shown this way Select the correct exchange: Eskimi standard for standard banners Eskimi floating for floating banners Eskimi takeover for takeover banners GroupM or GroupM floating for campaigns running for WPP Kenya Check the CPM for every publisher added to the campaign Add and check the margin. The buying CPM must not be lower than the publisher CPM When setup is complete, use the following form to check whether anything has been missed SSP TEST CAMPAIGN SETUP FOR CREATIVE TEAM An Eskimi SSP test campaign is set up in a similar way to a standard SSP campaign: Upload the creatives Create the package for the site or placement where the creative will be tested Go to Tools > Packages > New package Enter the package name Select the package type and country Upload a CSV file containing comma-separated values Before uploading, confirm that you copied the correct publisher or placement ID for the creative type, such as takeover or floating EG: To test a floating ad in Lithuania, copy the floating-ad publisher or placement ID, place it in Excel, save it as a CSV file, and upload it Complete the campaign setup page as follows: Creative type: Banner Campaign type: Display Ads Name: Enter the name of the test Campaign goal: Awareness Primary campaign objective: CPM, then enter the bid value Pre-optimisation based on historical placement stats: Unselected Impression capping: Removed Date: Select the test date Total budget: Enter a small test budget, for example USD 10 Daily Budget Pacing: Spread daily budget ASAP Bid (CPM): Enter the same value used for the primary campaign objective Country: Select the relevant country Deals and packages: Confirm that Eskimi floating or Eskimi takeover is selected, depending on the test Package: Select the test package (test sites and placements for Lithuania and Latvia may be found in the pinned messages in #ssp_lt and #ssp_lv ) For a site package: Select Include Only Disable impression capping Disable auto optimisation Disable budget pacing for this package Disable App/site category exclusion For a placement ID package, select Include Only Click URL:   https://www.eskimi.com/campaigns Ad domain: eskimi.com Selected creative sets: Select the creatives Select Publish The campaign will now have Pending status. The final step is to approve it: Go to Approve page → Ad Exchanges  Scroll to the end and select E-SSP Partners Select the exchange that matches the banner type: Floating or Takeover *Download Creative Requirements as a PDF  here .  *Preview here . Contextual Creative ⚡ QUICK ANSWER Dynamic Contextual Creative allows one banner to display different creative versions depending on the content of the page where the advert appears. Instead of showing the same message everywhere, the banner can adapt to relevant topics such as food, football or music. The banner contains: Several pre-built creative versions A list of keywords linked to each version One default version When the advert is served, Eskimi receives contextual keywords describing the page. The banner compares these with the approved keyword lists and displays the most relevant creative version. If there is no matching keyword, the default version is shown. *View the interactive preview here.   One banner automatically selects the creative version most relevant to the page. 💬 SIMPLE CLIENT EXPLANATION Dynamic Contextual Creative allows one banner to adapt its visual or message according to the topic of the page. We create several approved versions in advance and connect each one to relevant keywords. When contextual keyword data is available, the banner automatically displays the best-matching version. If there is no match, it displays the approved default creative. Add it to your presentation using our Pitch-ready slides here .  Need more detail? Read the explanations below👇 🧠 WHAT DOES “CONTEXTUAL” MEAN? Contextual advertising uses the subject of the page to determine which advert or creative version to show. For example: PAGE CONTENT CREATIVE SHOWN Recipes, restaurants or food Food creative Football results or sports news Football creative Artists, concerts or playlists Music creative No matching topic Default creative This helps the advert feel more relevant to what the person is currently reading. *It does not use the person’s identity or require us to know who they are. 🔍 WHAT THIS PRODUCT IS - AND IS NOT 🔍 WHAT THIS PRODUCT IS - AND IS NOT IT IS IT IS NOT One master banner containing several approved creative versions A new banner generated live for every page Based on the topic of the page Based on the identity of the user Controlled by predefined keyword lists AI making independent creative decisions Designed to improve contextual relevance A guarantee that keywords will be available on every impression Supported by a default fallback creative Dependent on a match for the advert to display 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 ⚙️ 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: CATEGORY EXAMPLE KEYWORDS Food Recipe, chicken, vegan, crispy, restaurant Football FIFA, match, striker, goalkeeper, Premier League Music Playlist, concert, festival, remix, Afrobeats 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 FOR A CREATIVE BRIEF 📦 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: ELEMENT WHAT CAN CHANGE Brand identity NO Main campaign idea NO Product YES Background YES Supporting images YES Headline YES Animation details YES CTA YES Legal copy NO 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 🛠️ 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 ❓ 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 🎸"Mock & Roll" AI Mockup Tool *See interactive mockup here. HOW TO USE THE AI MOCKUP TOOL The AI Mockup Tool helps you quickly create working examples of Eskimi creative formats for pitches, proactive proposals and client conversations. Unlike a previous AI-generated image or video mockups, this tool creates: A working, interactive 300 x 600px banner A .ZIP file prepared for upload to the Eskimi DSP An editable, layered Figma file Built-in Eskimi tracking codes Files optimised for banner size limits This means an approved mockup can be edited, resized, translated and prepared for a live campaign without rebuilding everything from the beginning. The tool currently includes 25+ new and popular Eskimi rich media banner formats. Ask the tool to show you the available formats before you begin. QUICK ANSWER IF YOU NEED TO… THE TOOL CAN HELP YOU… Show a client how a format could look Create a visual, interactive example Support a proactive pitch Build a branded mockup quickly Explain an idea that is difficult to describe Show the proposed layout or interaction Confirm that you understood a brief Create an example for the client to review Suggest a creative refresh Show the client a possible new direction Prepare an approved idea for production Supply editable Figma files to Creative Studio *See interactive mockup here. TRAINING VIDEO *Training was for AM's, but logic applies to everyone. HOW TO INSTALL THE MOCKUP TOOL 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 PROBLEM WHAT TO DO The link opens a login page Log in with your Eskimi account, then open the link again "This item isn't available" You are logged into a personal Claude account rather than your Eskimi one. Switch accounts and try again The page loads but shows nothing Open Customise in the left sidebar, go to Plugins , and look under Shared with you You find it but it looks greyed out Shared items stay switched off until you enable them. Switch it on It is installed but does not appear when you type "/" Start a new chat. It will not appear in chats you opened before installing it Still nothing Use Option B below, or contact Creative Studio 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? 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 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? 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 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.