48 CONTENT MAKERS DMS
Local customer service co-ordinators checked every asset was delivered precisely to brief and local quality control operators made sure assets complied with country- specific rules. Using Panther Online’s secure streaming preview for the final sign off, the assets were finally made available on IMD Cloud, an advertising distribution platform which can deliver to 14,000 stations worldwide. AN ADOBE HOUSE DMS is primarily an Adobe-centric facility, with designers using Premiere, After Effects and Photoshop as their principle tools – with Maxon’s Cinema 4D employed for some graphics work. The workflow is built around an onsite PixStor server from Pixit Media. “Because we set up our workflows at a time when we knew things were changing, we’ve been able to adapt,” says Briggs. “One studio has gone from 80% TV advertising to 30% TV and 70% online and social in the space of six months, but for us it’s all just content. The workflow that we’ve worked hard to establish is almost platform agnostic. We could see things were changing, so we took the time to set up the business the way we felt it should be.” Briggs has found that the studios are now looking to DMS as a partner and more than just looking for services, they are asking the company for solutions and ongoing support.
WE’RE CREATING BETWEEN 50 AND 60 ADS A DAY HERE content went live Fox’s offices across the world were able to order their localised promotional assets. Requirements varied considerably, with some countries requiring 1 or 2 traditional spots to support their marketing and other countries ordering 20 bespoke TV spot variations. Some briefs only specified the text needed for the call-to-action details for each asset, with DMS having already tailored content for local requirements such as voiceover, ratings, URL and social media tags. Voice artists recorded the localised voiceovers at London dubbing studios, including DMS’s onsite audio facilities. The DMS design team created localised graphics cards matching the quality of the post-production studio master graphics. The DMS designers often create localised graphics cards from scratch, recreating the original from the ground up in the local language.
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