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 |
| .FBXÂ Â Â | A common 3D file format used to move models between different 3D programs |
| .FIG | An editable design file exported from Figma |
| .GIFÂ Â Â | 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 |
| 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 |
*Read more company-wide terminology here.
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