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Last Updated: May 20, 2026

Creative Production Workflow

The Creative Production process manages all visual deliverables across brands and platforms — from brief to upload. It spans Tierra's in-house editors, external design and UGC vendors, and the QA standards that keep volume high without losing brand consistency.

Team & Vendors

In-house editors / designers

Editor Schedule Focus
Mariana Baena Osorio Full-time, 9 AM–5 PM EST (Medellín, Colombia) UGC mashups, social-first edits, performance remixes, emotional narrative ads. Ideal for Ella Bella, Earthling Co., Rotunda, Poplight, Photostick, Thrust, and other DTC/eCommerce clients.
Jim Karl Maliñgin Full-time, 3 PM–11 PM PHT (Philippines) B-roll heavy, legal, and mass tort content. Structured editing with strong layering and reliability. Needs briefs prepped by 3 PM PHT for same-day production.

Vendors

Vendor Used For Notes
Kimp Static designs, end cards, resizes Best for graphic tasks with clear visual guidelines. Not used for video (turnaround too long).
10X ROAS Turnkey UGC production Sources creators, scripts, and delivers UGC packages. See 10X ROAS UGC Package.

See Konstant Kreative for the full Konstant SOP.

Assignment Logic

Creative Type Assigned To Notes
UGC / Social-native Mariana or 10X ROAS Mariana for mashups; 10X for full UGC packages
Mass Tort / Legal Jim Karl or Mariana Requires compliance review and structured messaging
Statics / End Cards Kimp Best for quick, formatted graphic requests
Overflow / Testing Rotating internal Based on bandwidth

Production Cycle

Standard 5-day cycle from brief to export:

Day Activity
Day 1 Brief creation and asset upload, creative work starts (depending on time zone)
Day 2–3 Draft production
Day 3–4 Internal review, revisions, client review if needed
Day 5 Final approval and export

Briefing

  • All briefs originate from creative strategy and performance insights — top performers feed the next round of testing
  • Entered into Kimp or Monday, tagged to vendor/designer based on fit
  • Reviewed by the Creative Strategist for QA before handoff

See How We Make Creative for the framework that shapes every brief.

Internal Review & QA

Every draft is evaluated against:

  • Hook clarity — does it stop the scroll in the first 1 second?
  • Pacing — quick-cut transitions without feeling overwhelming
  • Brand tone — does it match the client's voice?
  • CTA — strong call to action with urgency or scarcity
  • Compliance — technical (safe zones, dimensions) + policy (platform rules)

See Compliance Checklist for the Axon policy review.

File Naming

Always use the standard format

YY.MM.DD-[Format]-[Title]-[Variation#]-[AspectRatio#]

Renaming files later wastes a significant amount of time. Get it right at export.

See Naming Conventions for the full breakdown.

Upload Structure

Finished assets go in the client folder, following this exact path:

Client Folder
└── Creative Folder
    └── Finished Ad Creatives
        └── [Format: Static or Video]
            └── YY.MM.DD-[Format]-[Title]-[Variation#]-[AspectRatio#]

Before marking complete, confirm:

  • Caption accuracy
  • Hook timing and visibility
  • Thumbnail quality
  • Render quality on the target platform (Meta / AppLovin / Axon)

Performance Tracking

Weekly:

  • Identify top-performing creatives by ROAS, CTR, CPA, and Hook Rate
  • Feed learnings into the next round of briefs and testing matrices
  • Top spenders drive the iteration queue (see Build Axon Creative → Iterations for the iteration approach)