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What are Open Files?

IMAGE

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.

WHAT FILE TYPES ARE OPEN FILES?

The correct open-file format depends on whether we are working with a static design or a video.

✅ OPEN FILES FOR STATIC DESIGNS (TEMPLATE BANNERS + 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.

✅ OPEN FILES FOR 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

❌ FILES WE CAN'T USE AS OPEN FILES

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.

ANIMATING STATIC ELEMENTS

We can use layered static open files,files such as (.PSD, .AI or .FIG,FIG) to create a new animation.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

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. DEVELOPER PROJECT: 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:

  • Logo slide in from the side
  • Headline 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. ANIMATOR PROJECT: 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, like the Four Founders example

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
VIDEO

In our specific context, video means completed footage supplied by the client, usually as an .MP4 or .MOV file.

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
  • Adjust where the video begins or ends
  • 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.

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. Instead, it automatically replaces it with another font that it does have. 

Although the words stay the same, the replacement font is usually a different width, height, weight, or spacing. 

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.

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