One idea, every channel, no regret

Almost every campaign we run now lives in a dozen formats: billboards, press, a television cut, six second bumpers, square social, vertical stories.

You can plan for that at the concept stage, or you can pay for it later. Planning costs almost nothing. Build the idea so it survives being cropped, shortened and silenced, and every format falls out of one concept.

Not planning costs a scramble. An idea that only works as a sixty second film with sound has no billboard, no bumper and no silent feed edit. There is no clever fix at the end.

Design the idea for the smallest, hardest format first. If it works on a six second silent bumper, it works everywhere else too.