View Categories

Creative Handbook

sop-admin
Updated on August 18, 2025
Summary:
  • Welcome to the Creative Studio at Ad Scholars - a collaborative, innovative, and ever-evolving space where design meets technology, and ideas transform into impactful digital experiences.

    Our studio brings together a multidisciplinary team of designers, developers, 3D artists, and strategists who are passionate about pushing creative boundaries. This handbook is designed to provide clarity on how we work, what we build, and the roles each team member plays in the creative process.
Our Vision
  • To lead the industry in digital innovation by blending creativity, technology, and storytelling into interactive brand experiences.
Our Mission
  • To deliver best-in-class creative solutions across platforms - whether it’s Richmedia banners, Gamified ads, 3D/CGI videos, or microsites - with a focus on quality, agility, and engagement.
What This Handbook Covers
  • This handbook serves as your comprehensive guide to understanding how we work and collaborate. It includes:
  • The Creative Process we follow from brief intake to final delivery
  • The Roles & Responsibilities of each team member
  • The Creative Formats we produce (e.g., rich media, gamification, 3D)
  • The Tools & Platforms we use to bring ideas to life
  • Innovation stories and experimental formats from our Creative Studio
  • Templates, guides, and SOPs in the Resources section
Who It’s For
  • New team members onboarding into the studio
  • Account/Project Managers working with creatives
  • Other team members who are looking to understand our workflows
  • Internal stakeholders seeking transparency across departments

This is a living document and will evolve with our tools, people, and platforms

Useful Links:
Creative Formats

This section outlines the various creative formats developed within the studio to address different campaign goals, platforms, and audience experiences. Each format is chosen and tailored based on platform specifications, creative objectives, and interactivity potential.

1. Static Creatives
  • Formats: Display banners, Native Ads, story cards
  • Platforms: Google Display Network
  • Use Cases: Performance, quick branding, retargeting
2. Rich Media Creatives
  • Formats: Expandables, interstitials, scroll-reactive ads, swipe units, HTML5 banners, tap-to-play games, branded quizzes, product reels, explainer videos
  • Platforms: GDN, DV360, Bonzai, Airtory, Celtra, custom HTML5 builds
  • Use Cases: Engagement-driven campaigns, gamification, product showcases, interactive storytelling, brand recall, dynamic storytelling

Note: The following formats fall under Rich Media but are listed separately due to their growing specialization and creative complexity: Engagement-driven campaigns, gamification, product showcases, interactive storytelling, brand recall, and dynamic storytelling

2.1. Animated Creatives
  • Formats: HTML5 banners, GIFs, animated social posts
  • Tools: Google Web Designer, Adobe Animate, After Effects
  • Use Cases: Dynamic storytelling, explainer visuals, performance marketing
2.2. Gamified Creatives
  • Formats: Tap-to-play ads, branded games, quizzes, spin-the-wheel
  • Platforms: Bonzai, Airtory, custom HTML5 builds
  • Use Cases: Engagement, brand recall, reward-based interaction
2.3. Video Creatives
  • Formats: Product reels, explainer videos, CGI walkthroughs
  • Tools: After Effects, Premiere Pro, Blender, Maya
  • Use Cases: Product launches, tutorials, testimonials, 3D storytelling
  • Creative Services Ratecard (Authorised Access Only)
3. 3D/CGI Formats
  • Formats: 3D banners, interactive scenes, virtual walkthroughs
  • Tools: Blender, Maya, Cinema 4D, WebGL
  • Use Cases: Premium product visualization, immersive experiences
  • 3D/CGI Ratecard (Authorised Access Only)
4. Connected TV (CTV) Ads

CTV ads are high-impact video ads delivered through internet-connected television platforms such as Smart TVs, gaming consoles, and streaming devices (like Roku, Apple TV, and Amazon Fire). These formats provide a lean-back, immersive viewing experience, often with non-skippable placements, making them ideal for brand storytelling. Our creative team produces engaging CTV-ready assets that align with platform specs for services like YouTube CTV, Amazon, and programmatic buys via DV360.

Please refer to the CTV Ads Rate Card for available formats, resolutions, durations (15/30s), and pricing tiers. (Access restricted to authorized users.)

5. Custom Formats
  • Formats: Microsites, interactive landing pages, AR-based ads
  • Tools: HTML5/CSS/JS, Three.js, custom code
  • Use Cases: High engagement, storytelling, experiential campaigns
6. Format Selection Criteria
  • Campaign Objectives (awareness vs engagement)
  • Platform Compatibility
  • User Experience Goals
  • File Size & Load Performance
  • Brand Guidelines & Visual Language

The studio continues to explore and invent new creative formats to stay ahead of media trends and deliver engaging experiences for clients and users alike.

This section showcases the studio’s core technology stack and platform expertise, with purpose descriptions, internal training references, best practices, and technical specifications.
1. Google Web Designer
  • Purpose: Create interactive HTML5 ads and rich media banners.
  • Training Links: Internal GWD Training Video, Google Web Designer Official Docs
  • Best Practices: Naming conventions, asset optimization, click tags setup
  • Platform Specs: Export settings for Google Ads, max file size limits
2. Adobe Suite (Photoshop, After Effects, Illustrator, Animate)
  • Purpose: Design, motion graphics, illustration, animation creation
  • Training Links: Adobe Creative Cloud Tutorials
  • Best Practices: Layer organization, exporting optimized assets, color profiles
  • Platform Specs: Recommended resolutions, formats for web and video
3. Blender / Cinema 4D / Maya
  • Purpose: 3D modeling, animation, rendering for CGI content
  • Training Links: Blender Beginner Guide, Cinema 4D Tutorials
  • Best Practices: Low-poly modeling, texture optimization, lighting setups
  • Platform Specs: File formats supported for web and video delivery
4. Unity / Unreal Engine (if applicable)
  • Purpose: Real-time 3D rendering, AR/VR experiences, interactive apps
  • Training Links: Unity Learn, Unreal Online Learning
  • Best Practices: Asset import guidelines, performance optimization
  • Platform Specs: Build targets, platform compatibility
5. Figma
  • Purpose: UI/UX design, prototyping, and collaboration tool
  • Training Links: Figma Help Center
  • Best Practices: Component naming, style guides, responsive layouts
  • Platform Specs: Export formats and integration notes
6. Asana
  • Purpose: Task and project management to organize, assign, and track creative workflows.
  • Training Links: Asana Guide
  • Best Practices: Consistent task naming, clear deadline setting, using templates for briefs and workflows
7. Clockify
  • Purpose: Time tracking for project and task-level effort logging to optimize productivity and reporting.
  • Training Links: Clockify Help
  • Best Practices: Timely and accurate time entries, use of tags or projects for reporting clarity
  • Our creative production leverages industry-leading platforms to build engaging, interactive, and data-driven digital campaigns. Below are key platforms we use alongside our core design and development tools:
1. Airtory

Airtory enables the creation of immersive, interactive rich media ads that adapt seamlessly across devices. It empowers marketers to deliver storytelling experiences with video, animation, and engaging user interactions optimized for mobile and desktop.

2. Bonzai

Bonzai is a powerful platform specializing in rich media and gamified advertising formats. It supports creating custom interactive ads with built-in analytics to measure engagement, making it ideal for campaigns focused on user interaction and brand recall.
Bonzai Basics | Training Video

3. Cavai

Cavai offers conversational advertising solutions that allow brands to engage consumers through chat-style, interactive dialogues within ads. This format enhances user engagement by enabling two-way communication and personalized experiences.

4. Performoo

Performoo focuses on dynamic performance marketing creatives that integrate real-time data and personalization. It helps deliver optimized ads that adapt content based on audience behavior, improving relevance and campaign effectiveness.

5. Adctv

Adctv specializes in connected TV (CTV) advertising, combining interactive video with programmatic capabilities. It enables brands to reach audiences on large screens with engaging, measurable video ad formats.

6. Social Display

Social Display provides data-driven social media advertising solutions that deliver personalized creative content across platforms. It enhances campaign reach and engagement by leveraging social insights and targeted ad delivery.

Refer to our Creative Platform Pricing & Spendings (available via authorized access only) for detailed platform pricing and deliverables.

  • Srikanth Rayaprolu (10 July 2025)
  • Srikanth Rayaprolu (10 July 2025)
  • Neha Mehta (10 July 2025)
  • Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Animated Creatives, AR Experiences, CGI Videos, Creatives, Gamification Concepts, Google Web Designer (GWD), Ratecard, Static Banners
Sign up
Sign up
Scroll to Top