HBO · Stories 2020
The website for a European campaign connecting a visitor’s personal story with video generation.
Case studyCampaign
Netflix · Squid Game
Four HTML5 banners for the second season of Squid Game. Tearing wrapping paper, a watching eye, an explosion and a glitch — each format had to fit within 500 kB.
- Scope
- 4 interactive advertising formats
- Platform
- HTML5 · 500 kB limit per banner
- Collaboration
- Konektor
A campaign with its own rules
Konektor was preparing Netflix’s Czech campaign and brought us in as its technology partner. Our job was to turn the supplied artwork into interactive banners for publishers including Seznam.cz, Blesk, Reflex and Aha!.
The formats needed to preserve the series’ dark, playful atmosphere while meeting each publisher’s technical requirements and a strict file-size limit.
Every kilobyte had a job
We broke artwork and animation into reusable parts. A small repeating tile formed the background; the watching eye moved through just six frames.
We combined the graphical elements into one file and compressed them together. That left room for more demanding effects, including paper that visitors could tear away by clicking.
Four ways into the game
The first banner used the game’s maze with subtle animation. The second let visitors unwrap a gift, the third transformed its scene with an explosion, and the fourth glitched from pink into black.
We handled implementation and optimisation. Konektor led the campaign and supplied the artwork; the deliverables were advertising formats, rather than a new Netflix website.