It was my responsibility on the Burberry account to produce Master ad templates across HTML, Mobile and Web for all markets on multiple campaigns.
I would include all master templates in to very detailed Digital Guideline documents which would be shared with our other hubs across the globe.
For this February Collection campaign I, alongside the CD, implemented a “frame” aesthetic around the model image in each creative.
These black and white frames had a very specific thickness which was based on the ratio of the ad unit. These thicknesses were carefully calculated to give the best look and feel for any conceivable ad ratio that might need to be produced for this campaign moving forward.
Example of Digital Guidelines document
Ratio calculator for borders
Animated gif representative of HTML.
Mobile Expandable Banner (640x100 > 640x960)
HTML Animated Banner (300x600)
Static Portrait Tablet
Wallpaper (Elle UK)