Personas — one face across a campaign

What a persona does

Without a persona, every render invents a person from scratch. For one graphic that is fine; for a campaign it is not. Five creatives with five different faces do not read as one brand, they read as five different shops.

A persona is a name and a handful of photos that define the same person. You select it in a brief and it comes back in every creative you ask for it in — in a photo, on a banner and in video.

Adding a persona

1. 1Open Personas under Library and give it a name — that is what you will pick in a brief.
2. 2Upload the defining photos. Fourteen at most.
3. 3Use the notes for what the photos cannot say: age, how they dress, their role in the campaign.
4. 4Save. From then on it sits in every brief behind a "Use in brief" button.

Which photos to upload

• The face clearly in frame and in focus, no sunglasses and no hat covering the forehead.
• Different angles: straight on, three-quarter, profile. These are what carry the likeness into new frames.
• Similar lighting. A photo in hard sun and a photo under flash describe two different faces.
• Nobody else in frame — the model has no way of knowing which person to remember.

Using one in a brief

In a brief the persona replaces the description of the person, not the whole brief. You still say what is in frame and what the light is; the persona only answers who this is.

The notes saved with a persona are added to every brief automatically, so there is no need to repeat them. That makes it the right place for anything meant to stay constant across a campaign: age, dress, tone.