The Exponential Factor

  • Oct 23, 2017
  • IN Design
  • BY: Steve Gallagher

"We just need a small web ad, a simple animated gif would be great!"

The physical size of a web ad is so small, just a couple of lo resolution still frames with a few words each, closing with a logo and call to action. Basically a digital Burmashave. Easey-peasey, right?


But then, in walks The Exponential Factor.

The Exponential Factor comes in when the ad needs to be bilingual. Wait, no, trilingual. And it needs to speak to three slightly different audiences, so it will require three different images and/or messages.

Plus, it needs to be created in three very different ad formats: a wide banner, a square, and a tall skyscraper... but it still needs to look like the same ad.

Initially, the project appears to be one simple little ad, but due to The Exponential Factor, it's become the tip of a veritable production iceberg.


With "TEF", the formula might look a bit like this:
1 ad concept = (frame 1 + frame 2) x (3 languages) x (3 audiences) x (3 sizes) = 54 frames = 27 animated 2-frame gifs


And if just one comma needs to be removed… well, you do the math.


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