Creating a Lean, Mean Ad Machine
"What remained problematic for us is that you had to work with a flat file in Photoshop until the reXpress server came along, which allows you to do layers in Photoshop," Kinsella explains. "In advertising, we want 27 layers. … Because of that, we wanted every possible variation of every conceivable layer to remain intact until someone signed off and we could flatten it.
"(With reXpress)," Kinsella adds, "they were able to work with physically smaller files. … So, I was able to move files through their desktop very quickly, at a size that they were able to work with, … until we had to STiNG it and swell it (a phrase coined by Kinsella) for the vendor at the end."
"Essentially, the workflow becomes leaner until you get to the very end," confirms Deleo. "In the time constraints we had, I really don't know if we would have been able to pull this thing off without being able to streamline the retouching and compositing (stages). More or less, the technology probably paid for itself during this job, just by decreasing the overhead required for movement, processing and storage."
The times are changing. As Deleo points out, agency production personnel find themselves under a whole new set of mandates in a digital production environment: "More and more, in a digital workflow, the agency's creative (people) and account teams expect things to change all the time, and it's the people at the end who need to produce it and make it happen."
-Gretchen A. Kirby