Internet Ad Banner Stages of Creation
Words of wisdom by Paul
- Agency's Responsibility
out about the company if you need to. Find out what is being advertised.
What is the company's take or slant? What are safe logo specifications
and colors? What colors does the client like? What are the client's
competitors doing? What has the client done and liked or disliked
in the past? If the ad is for a specific product, find out about
it. What is it that you like about the product or company? What
sites will the ad be running on and what are the dimensions and
size specifications (measured in k) of these ads.
2: Concept - Agency's Responsibility
down ideas, clever plays on words and situations to put the product
or company in. Bounce ideas off of others. Some outlandish ideas
can actually evolve into a very clever conservative ad just as
easily as they can evolve into more in your face ads. It is all
in the presentation. You should already know the boundaries your
client will go for from your research and talking to the client.
3: Script/Storyboard - Agency's Responsibility
lay out the ad frame by frame so the client can tell by looking
at the storyboard what action will take place. Write a first draft
script to the best of your ability. Do not expect the draft to
be changed because often the client will not be a writer. Use
a spell checker and get your information correct from your research.
Make sure both the storyboard and script are self-explanatory.
4: Sign Off Script and Storyboard - Agency
& Client's Responsibility
is the first look the client will get of your ad idea. Make sure
you are available to answer questions such as colors you have
in mind, whether the ad will be illustrative, photo-realistic,
cartoony, etc. Often the storyboard can get across the concept
of the ad without addressing the look and feel. Get the client's
feedback on what they are looking for and offer suggestions on
what you think will work well or even better than what the client
suggests. This is the time to get it all on the table. Your first
draft script may get edited here as well. Take changes with a
grain of salt. Be there to explain the use of certain words if
they affect the concept of the ad. In the end, the client will
win out but if you can help give them what they want and remain
true to the original concept, it's all to the better. Make sure
the client shows the storyboards and scripts to anyone involved
in the approval process (i.e. - their boss, the legal department,
anyone who has a say in whether the ad gets final approval). Also,
double check that you are using the company logo correctly and
that there is not any missing information from the ad that the
client wanted. Once the client and you agree on what this ad says
and should look like, consider it set in stone.
5: Look And Feel Approval (optional) -
Agency & Client's Responsibility
you are dealing with a new client or the look and feel of the
ad is still in question, create the first frame of the ad in Photoshop
and allow the client to view it for color, style, etc. in conjunction
with the storyboard. Take suggestions and alterations from the
client at this stage to help solidify the storyboard and make
sure the creator and the client are both on the same page.
6: Animation First Draft - Agency's Responsibility
the first draft of the ad and deliver it to your client for their
viewing pleasure. Make sure your information is translated correctly
from the storyboard and script to the computer. It is important
to stay on concept. Follow the storyboard precisely because that
is what the client expects. If for some reason you cannot reporoduce
what was in the storyboard (i.e. - you cannot find or create the
appropriate image that matches the storyboard, etc.) go back to
those you originally concepted the idea with or whoever originally
came up with it if it was not you and get input. Two heads are
better than one, especially since it is common for the animator
to get too close to the ad after working on it for hours at a
7: First Draft Revisions - Client's Responsibility
you followed the previous stages fairly closely, there should
be minimal changes after you deliver it to the client. It is fair,
on both sides, to expect a few minor revisions. Typos happen just
as clients change their minds. Now is the time for slight alterations.
Once you and the client agree on these changes, there should not
be any more.
8: Sign Off Final Revisions - Client's
the revisions are made to the first draft, the client needs to
approve the final version and sign off on it.
9: File Size Reduction (measured in k)
- Agency's Responsibility
is no reason to optimize the ad down to the specified size until
it has been approved for content, copy, timing, and look & feel.
Otherwise, you would have to go through this step at each stage
of draft and revision which would be a waste of time. Make sure
the client knows not to send pervious versions of the ad to the
sites they are advertising with as they would be too large.
10: Additional Versions - Agency & Client's
is the time to spin this ad off into additional sizes required
at additional sites. Approval of these ads by the client may be
required but will probably be only a matter of going through the
motions due to the fact that the original ad has already been
approved for copy, timing and look & feel.