Pakko managed to get ELA Advertising approved as an approved creative vendor at Netflix, a fact that should be considered an honor. Not every company can do so. Their approval process is rigorous and filled with loopholes. Once he get the agency approved, they opened the flood gates for us to create a ton of work. This included creating dozens of variations of new releases.
While consumers know that Netflix has hundreds of titles coming out every year, they do not know one thing: The artwork created for each title is fine tuned and parsed through players utilizing artificial intelligence. Pakko and his team were tasked to continuously provide Netflix with different artwork for their artificial intelligence system, which displayed the best performing key art prominently in every region of the world. The process not only also included the design of the key art pieces, but also involved constant strategy revisions to understand why such piece of creatives would perform better than others.