KEY ART WAS THE KEY TO UNLOCK HIGH-VOLUME CONTENT FOR NETFLIX
THE CHALLENGE
Different campaigns, each with different requirements
Netflix needs no introduction. While each of us have our favourite shows, Netflix releases a high volume of content across genres, regions, and audiences.
Every title requires marketing creatives that perform seamlessly across multiple platforms from mobile screens to large-format digital billboards. They approached Manipal Digital to support their upcoming campaigns, and each campaign demanded dozens to hundreds of variations, multi-platform compatibility (social, digital, OOH, platform banners) and of course, rapid turnaround times aligned with launch schedules.
When we distilled the challenge, we realised that we needed to adapt global key art into localized formats while maintaining brand consistency and visual impact. Producing these assets manually from scratch would slow down campaigns and delay releases. So, we needed to act fast.
THE SOLUTION
Efficiency was the Key (Art) when it came to Adaptation & Motion Design
We developed a streamlined creative workflow focused on high-efficiency production without compromising quality. Working closely with master campaign assets, we built a system that enabled fast and scalable Key Art adaptation, structured design systems for consistency and motion templates for lightweight enhancements. This ensured every asset stayed true to the original creative vision while meeting the technical requirements of each platform.
Executing the Plan
Consistency at Scale
We built our workflow around three core processes:
- Asset Preparation: We organised master Key Art files, layered them, and optimized for seamless adaptation across formats.
- Multi-Format Adaptation: Once the assets were ready, we resized campaign visuals, and refined them for various placements while preserving composition, visual hierarchy, and brand integrity.
- Motion Enhancements: Finally, we enhanced select creatives with subtle motion elements, bringing static artwork to life while maintaining optimized file sizes for digital platforms.
This system enabled high-volume production with speed, accuracy, and consistency.
Here's what we delivered
We supported a wide range of high-profile global entertainment campaigns, delivering creative at significant scale across formats and markets.
Scope of Work
- 41 projects with end-to end asset creation
- 54 projects for file preparation
- 130 projects for localization
- 104 projects for artwork production
- 81 projects with AV deliverables
- 139 projects for social adaptations
- 34 projects with motion elements
Overall Delivery
- 200+ titles supported globally
- 18,000+ total assets delivered
- 6,800+ localized assets for regional markets
- 1,100+ social media adaptations
- 480+ motion-enabled creatives
- Artwork and AV deliverables produced across campaigns
Selected Campaign Highlights
- Large-scale global campaign: 1600+ assets delivered for a single title
- Multi-market rollout: 1400+ localized assets across regions
- Integrated campaign: 350+ assets including OOH and motion formats
- Series campaign support: 300+ assets across digital platforms
These campaigns included globally recognized, high-impact entertainment releases across multiple genres and international markets.
THE RESULT
Faster Rollouts. Consistent Impact. Global Reach.
High-quality, ready-to-deploy assets delivered through our streamlined workflow. Our approach enabled faster campaign rollouts, seamless cross-platform consistency, and scalable production without compromising quality. We ensured that every campaign retained the visual impact and storytelling power audiences expect from Netflix.
OUR CLIENTS
WHO WE ARE
We are a creative production house that has, for close to 20 years, helped brands and agencies enthrall their audiences the world over, be it on a screen or a shelf-by combining our production excellence and technical expertise in print, digital and other media. What sets us apart is not just what we do, but how we do it.
Every brief we receive is treated as an opportunity to create something that makes a consumer stop, look, and connect with your brand. That philosophy has guided us to become who we are today: a full-service creative production partner trusted by some of the world’s most recognised brands and agencies.
Know more