72andSunny

Surviving the FLASH-pocalypse

At world-class, top-tier creative agency, 72andSunny D.B. was brought on board to navigate the “FLASH-pocalypse”—Google’s abrupt shift from Flash to HTML5 for Google Ads. Tasked with delivering animated banners for an extensive catalog of Q4 campaigns, the agency faced significant pressure to adapt under tight deadlines.

With an estimated 2-month schedule delay, D.B. joined the motion graphics team to hand-code HTML5 animated sequences for Universal Ad Packages across major brands, including Google, Netflix, Starbucks, Target, 4A’s, and others. Each package required multiple ad formats, constrained by stringent file size limits and complex interactive and interoperable requirements.

Collaborating closely with senior staffer Professor Giles, D.B. streamlined the workflow, transforming a chaotic process into an efficient, productized system. His contributions turned a 2-month deficit into a 1-month lead by the end of the contract.

Key Challenges:

Complete overhaul of creative processes to replace Flash
Rapid skill adaptation to new tools and workflows
Impending deadlines and a mounting backlog

Technical Stack:

SVG for sharp, consistent rendering on high-density displays
Zepto.js (light weight jQuery alternative)
Vanilla JavaScript timing functions
CSS Keyframes & Easing
HTML5 Doctype

Delivered:

A robust, efficient workflow that produced high-quality, interactive HTML5 ad packages, meeting strict technical requirements and exceeding client expectations.

Outcome:

The agency, including Co-founder and CEO John Boiler, expressed high satisfaction with the results, successfully delivering all Q4 campaigns ahead of schedule.