The Tightest of Deadlines
Working with an international powerhouse brand like Google is always exciting and this campaign for Google Assistant was nothing if not that. The biggest challenge facing our team on this project was the tight deadlines. The client had less than a week to produce a full set of banners, in four different creative variations and two different languages. Every other production agency in the industry had turned the work down saying that the timelines were impossible but, what can we say, we love a challenge!
To get the project on track, the team worked with WIP designs to create what we call an ‘animation test’. An animation test is a partial or full animation using un-approved assets. This way, the client can see their designs come to life and feedback on design and animation at the same time. This process can drastically reduce back-and-forth on a banner project by ensuring the client has a holistic understanding of the display unit early on. On top of that, our Canadian office starts their work day at exactly 5pm UK time, allowing for overnight production everyday, at no extra cost. These two time saving tactics, paired with TBM can-do attitude allowed us to deliver stunning units on time and on budget!
The key to creating unique units on time and on budget is the tactical re-use of animations. Although these three units seem visually distinct, careful examination reveals that we have recycled animations like the car navigation frame or the logo animation frame in each creative route. This kind of tactical recycling can drastically decrease the time it takes to produce a large campaign, as well as keeping costs down. They also work great for an out-of-the-box retargeting campaign!