# 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
[*\*Read more company-wide terminology here.*](https://manual.eskimi.com/books/terminology-overview "Company-wide terminology overview") ---