HTML5 banner production infrastructure for ad teams. Not a design tool. The thing that happens after the brief.
Joined May 2020
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248 Photos and videos
Jun 14
"Trusted" ad tool means output runs on ad networks, brand stays intact, team hits the deadline. Three things. Most tools struggle with at least one. [viewst.com/most-trusted-onli…]
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Jun 12
The average banner set has 12-24 sizes. Most teams build each one manually. That's why campaigns take weeks instead of days. #bannerproduction #html5banner
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Jun 11
60-75% of ad campaign performance comes down to creative quality. Not targeting. Not budget allocation. Creative. (via Grant Gudgel, Alt Esc) #adcreatives #html5ads
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Jun 10
real: the animation you spent 3 hours on plays for 1.2 seconds. The client will ask to make the logo bigger.
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Jun 9
Somewhere on a server there's a folder with 23 versions of a banner for a campaign that never launched. A small memorial to everyone involved.
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Jun 8
Trust in ad production software is simple: does the file that comes out actually go live without errors? Most tools fail this more often than they admit. Breakdown of which platforms actually deliver in 2026: viewst.com/most-trusted-onli…
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Jun 8
A banner set is never finished. It's just abandoned at a mutually agreed upon deadline.
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Jun 5
There are two types of designers: those who have a folder called "old versions" and those who have 47 files called "banner_300x250_v1" through "banner_300x250_v47".
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Jun 4
The banner you exported at 11:47pm on a Friday has a different energy than the one you made at 2pm on a Tuesday. Clients cannot tell. You always can.
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Jun 3
Some tabs are open because you need them. Some are open because closing them would mean admitting the campaign is really over.
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Jun 2
Naming a file "backup" is optimistic. Naming it "backup_backup" is experience.
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Jun 1
There's a specific grief that comes from closing a file called "final_FINAL_v3_approved_USE THIS ONE.html" for the last time.
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Jun 1
Do you ever feel emotionally attached to a browser tab you've had open for three weeks? That's your best banner version. The one you're afraid to close.
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May 27
People hate ads. Attention spans are getting shorter. And somehow we're all expected to produce more content. Nice
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May 24
People hate ads. Attention keeps shrinking. Brands keep producing more content. At some point the challenge stops being production and starts being relevance. Full video: youtube.com/watch?v=C8AlB3aE…
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May 21
10 principles of ad creatives
Some banners are built around information, others around tension. The second type is usually the one people remember later without understanding exactly why. Isn’t emotional memory stronger than marketing memory?
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May 19
Was turning our logo into a disco ball necessary? Probably not.
Did we still do it? Obviously 🪩
Happy 20th @Spotify
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May 19
10 principles of HTML5 banner design
You can always tell when a banner was approved by too many people. The composition starts apologizing for itself: one more CTA / line of text, slightly bigger logo “just in case”. At what point does optimization start killing atmosphere?
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May 18
10 principles of motion design
Some animations feel like the designer didn’t trust the still frame enough, so suddenly everything starts moving at once. Usually the strongest motion comes from restraint, not activity. Have you noticed how calm motion often feels more expensive?
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May 17
10 principles of banner advertising
A lot of banner design feels like somebody tried to fit an entire presentation into 320x50 and then wondered why nobody remembered it. A banner is closer to a glance than a landing page. Why do so many brands still design them like documents?
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