DDB automates creative process with new Schmackos campaign created programmatically

In what could be a chilling vision for the future of production and editing, DDB Melbourne has created an entire campaign using a programmatic approach to the creative, shooting the scenes which were then put into an editing and production system which stitched the work together to create the final ads.

SchmackosThe process removed the time-consuming and expensive manual editing process from the production of the campaign entirely. DDB Melbourne creative director, Robbie Brammall, said the approach was a response to creating a large amount of content on a tight budget.

The campaign features a range of different dogs revealing what they do to earn dog treats, with nine different ads created by the system.

“It’s something we have been trying to solve, ‘how do we create lots of great content on a small budget?’,” Brammall told Mumbrella.

“It’s the first time we have created a template where we feed the content in. We basically created all the elements we needed, filming the opening shots, then the dogs in medium and wide, then the system stitched them together and delivered the finished work.”

The programmatic approach meant elements including supers, special effects and voiceovers were all created automatically. The ads were also automatically sized to suit different platforms such as Instagram, Facebook and Youtube.

The automated production was developed by DDB’s digital agency, Tribal, and mirrors the same sort of programmatic approach taken to digital ads, where content editing and production is treated automatically.

“The challenge was to create lots of different content to appeal to different dog owners,” he said.

“So we managed to create all of that without spending all that time and money in the edit suite.”

Brammall said that the agency was now talking to retail clients about using the programmatic system to create ads, where budgets were tight but there was a need to create multiple spots.

Ben Culligan, marketing director at Mars Petcare, said the work was designed to be shared by dog lovers.

“This campaign is a celebration of the hilarious and creative things our dogs will do for treats,” Culligan said.



  • Client
  • Marketing Director, Mars Petcare: Ben Culligan
  • Marketing Manager, Mars Petcare: Kate Waite
  • Senior Brand Manager, Schmackos: Tracy McCrohan
  • Assistant Brand Manager, Mars Petcare; Abby Veverka
  • Creative Agency
  • Chief Creative Officer: Darren Spiller
  • Creative Director: Robbie Brammall
  • Creative: Dan Sparkes, Brett Edward, Edward Heckes, Tessa Midgley, Emily Lau, Anna Stickley, Sophie Beard
  • Designer: Becky Morris
  • Head of Onscreen: Tuesday Picken
  • Managing Director : Dion Appel
  • Senior Business Director: Livia Montalto
  • Business Director: Luke Osborn & Katie Kouts
  • Account Executive: Jordan Pert
  • Media Planning Agency – MediaCom
  • Planning Director: Adam Russell
  • Planning Manager: Jack Bavin
  • Media Buying Agency – Starcom
  • Production House: Sidekick
  • Director/DOP: Grantley Smith
  • Executive Producer: Tuesday Picken
  • Producer: John Sandow
  • 2nd Camera: Josh Cameron
  • Digital production: Tribal DDB Melbourne
  • Sound: Flagstaff Studios – Paul Le Couteur, Stevo Williams, Brodie Flint
  • Offline Editor: Marissa Brain & Alex Badham
  • Online Editor: Alex Badham
  • Animators: Alex Badham, Josh Cameron, Stafford Wilson
  • Grade: CJ Dobson
  • Photographer: Hugh Peachy
  • Special Thanks to Brodie Flint and Justin Conway for voice overs

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