Digital Campaigns

We frequently work with our client partners to localise and hero campaigns, applying creative direction across a wide range of sites and mediums with precision and care, whilst maintaining the integrity of the creative strategy from end-to-end.

From design to delivery, it’s our responsibility to ensure the campaign creative is highly impactful and efficiently executed across the entire media plan, accounting for unique sites and specifications.

Design outputs range from small and large format out-of-home (OOH) billboards, street posters, street furniture, tram wraps, bus wraps, retail screens, digital display ads, social and more.

From digital screens to high impact advertising in some of the most prominent sites in the Asia-Pacific region, placements can vary greatly between campaigns. Regardless of the campaign, format or placement, we follow the same well-honed process to guarantee success, consistency and quality every time.

To ensure the overall campaign intention and creative strategy remains front of mind, we follow a structured process. This process is flexible enough to accommodate tight deadlines and evolving media plans, but firm enough to streamline efforts and create overall efficiencies.

With more complex placements such as corner OOH locations with partial visibility, consecutive street furniture or bespoke hero sites with complex safe zones, we take a more tailored approach to the design process.

Digesting the brief

To maximise efficiency, we start each project by reviewing the supplied assets, which might include motion, static, graphics and lockups, and the overarching creative direction. These form the foundation of each rollout.

From there, we closely analyse the ad publishers’ specifications and detailed requirements to identify the precise sizes and formats required, including any particular criteria around safe-zones for placements with partial visibility, or areas where a media screen is obstructed, has bespoke panels or unique delivery.

Once the brief is ready and the team has digested the details, we discuss the creative direction of the campaign and identify any potential challenges or opportunities.

Pilot designs

Once we’re across the full suite of placements, we identify a subset of key placements that form a representative cross-section of the campaign creative. These placements are designed first as ‘pilot designs’.

Pilot designs go through an initial round of feedback and review. Working in this way allows us to capture client feedback early on, and align on a set of rules which can be rolled out across every placement. It also offers budget and timing efficiencies as our clients are able to provide feedback on a small number of key placements early on, meaning less extensive feedback and amendments are required throughout the project. Approved pilots become the foundation upon which all remaining placements are designed.

We also use this pilot phase as an opportunity to identify common layouts and elements within the creative—usually headlines, images, graphics and colour styles—that can be defined and housed in a design system/toolkit. This ensures we have a creative ”source of truth” going into the full design rollout and maximises overall efficiency.

Rollout phase

With approved pilots as a reference, our designers work through all remaining placements in the media plan, which constitutes the “rollout”. During this phase we take advantage of the previously established toolkit and master components, duplicating these elements across each placement to form a suite of placements that are all linked. This process ensures changes can happen on a mass scale and designs stay consistent.

Having a nimble approach and mindset allows us to successfully navigate the challenges that often arise in large scale projects. While this process may appear quite structured, it remains robust and flexible, allowing us to adapt quickly to changing timelines, creative and requirements.

We’ve been able to flex and adapt our process even when working on multiple concurrent campaigns tied to live events. Rising to the challenge with an agile mindset, our team has been able to successfully design and roll out reactive content at a rapid pace in high pressure situations.

Our extensive experience working through media campaigns allows our clients to focus on the objectives of their marketing campaigns with confidence that we will do whatever is necessary to deliver their project effectively and efficiently.