Every deliverable carries a short code you can say out loud on a call. EL15H-B is El Zapateado, fifteen seconds, horizontal, variant B.
→ End-card study: eight CTA designs to choose from
Source is 720×1280, so these are a 1.5× scale with no crop — the framing is exactly what the camera operator shot.
Built from the portrait master rather than re-cut: the same 720×1280 source scaled to 1080 wide — the identical 1.5× as the portrait, so there is no extra upscale — then a 1:1 window taken from it, sitting slightly above centre so hats and headdresses stay in frame.
→ EL15H-B: the voiceover reads — excitement tags and the Spanish brand name to choose from
→ El Héroe close: the live design and the flipped alternatives to choose from
→ Layout study: swapping a video panel for headline copy
El Héroe: one cropped hero fills the left two-thirds and a copy rail holds the right. The rail is not a panel with a ground of its own — it is the right third of the closing card, cropped from the identical photograph and waves, so when a hard edge wipes right to left at 12.07s the close reads as a reveal of the artwork you have been looking at all along.
The cost, stated plainly: a 720-wide source filling 1280×1080 is a 1.78× upscale — the only element in the set above 1.5×. Worth judging on a big screen.
Built on their own six-second score, and derived from the fifteens rather than authored separately: BU06H is EL15H-A's construction — hero, identity rail, wipe, close — and BU06P opens and closes the body on EL15P-A's own first and last shots.
The same eight cuts with Spanish on-screen copy — same edit, same framing, same music, same beat grid. EL15H-B-ES also carries a Spanish voiceover, read by the same Arden Fair brand voice. Codes take an -ES suffix; English stays unmarked.
The close reads SÚMATE rather than a literal translation of JOIN US: acompáñanos is one unbreakable eleven-character word that would have capped the headline at 104px against the English 250px and collapsed the composition. SÚMATE is 4% wider than JOIN US, so the card keeps its balance.
Facebook and Instagram placements built to the client's spec sheet. Statics and carousels are new designs on the campaign's own photographs; the videos are the approved cuts reframed for the placement. The link destination is @shopardenfair; the artwork carries the Arden Fair lockup, not the handle. The Spanish set is on its own tab, Meta Ads (ES). Gold border = the recommended pick.
The approved end card as a still — byte-identical to the square delivered with EL15S-A.
Zero new approvals; the campaign's known quantity. Its venue and partner lines are 21–26px on the square — fine after 12 seconds of footage, small for a standalone static.
ST00S-A · 1080×1080
The two cowboy-hat kids in calavera paint, arms crossed, with the Retrato copy block.
The most shareable image in the set. Depends on the children's release, which the client has confirmed.
ST00S-E · 1080×1080
The approved end card as a still, with the partnership block lifted clear of Meta's band.
Zero new approvals; the campaign's known quantity. Its venue and partner lines are 21–26px on the square — fine after 12 seconds of footage, small for a standalone static.
ST00P-A · 1080×1920
The claves dancer, sharp and looking at the lens; one copy block at the bottom — arden fair presents, the Ofrendas lockup, date, time.
The only static with a sharp human face and eye contact. Behaves like a photo in a feed of photos. Venue and partner ride in the primary text.
ST00P-B · 1080×1920
The two cowboy-hat kids in calavera paint, arms crossed, with the Retrato copy block.
The most shareable image in the set. Depends on the children's release, which the client has confirmed.
ST00P-E · 1080×1920
CA00S-ARecommended5 cards · 1:1
CA00S-A-1
CA00S-A-2PERFORMANCES
CA00S-A-3COMMUNITY ALTAR
CA00S-A-4ARTS & CRAFTS
CA00S-A-5The kids who come → performances → the altar → arts & crafts → join us. Each feature is a real photograph of it: full-bleed on feed; on stories the photograph runs as a sharp band over its own blurred wash. The lockup on card 1 only; the date, time and call to action on the close only.
Opens on the image the client already approved as a static, then the three selling points on their own photographs, and the approved close. Three rounds of review rejected the overhead aerial that used to open it: no subject.
CA00P-ARecommended5 cards · 9:16
CA00P-A-1
CA00P-A-2PERFORMANCES
CA00P-A-3COMMUNITY ALTAR
CA00P-A-4ARTS & CRAFTS
CA00P-A-5The kids who come → performances → the altar → arts & crafts → join us. Each feature is a real photograph of it: full-bleed on feed; on stories the photograph runs as a sharp band over its own blurred wash. The lockup on card 1 only; the date, time and call to action on the close only.
Opens on the image the client already approved as a static, then the three selling points on their own photographs, and the approved close. Three rounds of review rejected the overhead aerial that used to open it: no subject.
EL15S-A, EL15S-B and EL15S-C pass Meta's feed spec unchanged — 1:1, 1080×1080, H.264 High, AAC 48 kHz stereo. EL15F-A is the A cut at 4:5, Meta's preferred feed ratio and 30% more of every dancer than square. Every placement here is asserted against the spec on each build — ratio, minimum width, codec, audio, duration and file size — so a re-cut cannot reach this page in the wrong shape. EL15S-C is the La Tarde variant, added once its graphics were updated; its 9:16 twin is not in Stories, because since round 54 its end title is the -B card's and that card inks 22px past Meta's bottom exclusion zone — Stories would need its own lifted master, the way EL15R-A and EL15R-B are built.
The approved YouTube portrait cuts ink one line 22px into Meta's bottom exclusion zone. These are the same cuts with the end card lifted clear; the YouTube files are untouched.
The Meta set in Spanish. Same placements, same photographs, same spec — every on-screen line translated, and the code carries an -ES suffix so each asset keeps its own version history alongside its English twin. Brands stay in English: Ofrendas y Recuerdos, Arden Fair, Visionary Collective. Gold border = the recommended pick.
The approved end card as a still — byte-identical to the square delivered with EL15S-A.
Zero new approvals; the campaign's known quantity. Its venue and partner lines are 21–26px on the square — fine after 12 seconds of footage, small for a standalone static.
ST00S-A-ES · 1080×1080
The two cowboy-hat kids in calavera paint, arms crossed, with the Retrato copy block.
The most shareable image in the set. Depends on the children's release, which the client has confirmed.
ST00S-E-ES · 1080×1080
The approved end card as a still, with the partnership block lifted clear of Meta's band.
Zero new approvals; the campaign's known quantity. Its venue and partner lines are 21–26px on the square — fine after 12 seconds of footage, small for a standalone static.
ST00P-A-ES · 1080×1920
The claves dancer, sharp and looking at the lens; one copy block at the bottom — arden fair presents, the Ofrendas lockup, date, time.
The only static with a sharp human face and eye contact. Behaves like a photo in a feed of photos. Venue and partner ride in the primary text.
ST00P-B-ES · 1080×1920
The two cowboy-hat kids in calavera paint, arms crossed, with the Retrato copy block.
The most shareable image in the set. Depends on the children's release, which the client has confirmed.
ST00P-E-ES · 1080×1920
CA00S-A-ESRecommended5 cards · 1:1
CA00S-A-ES-1
CA00S-A-ES-2PRESENTACIONES
CA00S-A-ES-3ALTAR COMUNITARIO
CA00S-A-ES-4ARTE Y MANUALIDADES
CA00S-A-ES-5The kids who come → performances → the altar → arts & crafts → join us. Each feature is a real photograph of it: full-bleed on feed; on stories the photograph runs as a sharp band over its own blurred wash. The lockup on card 1 only; the date, time and call to action on the close only.
Opens on the image the client already approved as a static, then the three selling points on their own photographs, and the approved close. Three rounds of review rejected the overhead aerial that used to open it: no subject.
CA00P-A-ESRecommended5 cards · 9:16
CA00P-A-ES-1
CA00P-A-ES-2PRESENTACIONES
CA00P-A-ES-3ALTAR COMUNITARIO
CA00P-A-ES-4ARTE Y MANUALIDADES
CA00P-A-ES-5The kids who come → performances → the altar → arts & crafts → join us. Each feature is a real photograph of it: full-bleed on feed; on stories the photograph runs as a sharp band over its own blurred wash. The lockup on card 1 only; the date, time and call to action on the close only.
Opens on the image the client already approved as a static, then the three selling points on their own photographs, and the approved close. Three rounds of review rejected the overhead aerial that used to open it: no subject.
The same four placements as the English feed, re-rendered with Spanish cards. Every one is asserted against Meta's spec on each build — ratio, minimum width, codec, audio, duration and file size.
The Spanish Meta-safe masters. The Spanish close runs longer than the English one, so it was the case worth checking: its type inks rows 395–1498 against Meta's 269–1536 band, well inside.
Audio spots for streaming radio and podcasts, in English and Spanish, with the 300×250 companion banner that shows beside the spot where the platform has one. The spots are the final mixes as delivered, WAV at 44.1 kHz and 16-bit. The file behind every Download is byte-identical to the one we were given, checked on every build.
SA15 · WAV · 15.0s · 44.1 kHz · 16-bit stereo · −15.8 LUFS · true peak −2.2 dB · 2.6 MB
The 15-second spot in English, the final mix as delivered.
The file behind Download is byte-identical to the one we were given, checked on every build. The loudness figures are measured from it, not typed.
SA30 · WAV · 30.0s · 44.1 kHz · 16-bit stereo · −16.2 LUFS · true peak −2.9 dB · 5.3 MB
The 30-second spot in English, the final mix as delivered.
The file behind Download is byte-identical to the one we were given, checked on every build. The loudness figures are measured from it, not typed.
SA15-ES · WAV · 15.0s · 44.1 kHz · 16-bit stereo · −16.1 LUFS · true peak −3.3 dB · 2.6 MB
The 15-second spot in Spanish, the final mix as delivered.
The file behind Download is byte-identical to the one we were given, checked on every build. The loudness figures are measured from it, not typed.
SA30-ES · WAV · 30.0s · 44.1 kHz · 16-bit stereo · −16.5 LUFS · true peak −2.9 dB · 5.3 MB
The 30-second spot in Spanish, the final mix as delivered.
The file behind Download is byte-identical to the one we were given, checked on every build. The loudness figures are measured from it, not typed.
Both banners come in English and Spanish, and only PRESENTS / PRESENTA changes between them. Run the English pair beside the English spots and the Spanish pair beside the Spanish ones.
SA00M-A · 300×250 · JPG · 29 KB
arden fair PRESENTS and the Ofrendas y Recuerdos lockup on the magenta ground, between the UnchARTed waves.
The same stack as the dancer banner, at the same sizes, so the two read as a pair.
SA00M-B · 300×250 · JPG · 38 KB
The end cards' dancer under the cards' own wash, with arden fair PRESENTS and the lockup.
Branding only, no date. Her face is kept clear of the type.
SA00M-A-ES · 300×250 · JPG · 29 KB
The logo banner for the Spanish spots: PRESENTA.
Pixel-identical to the English banner outside the PRESENTS row, asserted at build.
SA00M-B-ES · 300×250 · JPG · 38 KB
The dancer banner for the Spanish spots: PRESENTA.
Pixel-identical to the English banner outside the PRESENTS row, asserted at build.
The organic set — what gets posted, not what gets bought. 9 finished assets in their own visual system, taken into custody unmodified: the file behind every Download is byte-identical to the one delivered, asserted on every build. Previews are JPEG so the page stays quick; the download never is. No paid spec is checked against these — an organic post carries no text-band or file-size rule.
OC00F-AOrganic3 cards · 4:5The three-card carousel as posted: the event, what is on, and the invitation.
Card 1 sets the occasion, card 2 answers “what do we actually do there”, card 3 closes on the altar photograph and the RSVP. The two other files in the same export batch are standalone posts, not cards 4 and 5.
Everything on a single card: the occasion, the four activities, the partner credit, the venue and the date.
The post to use where only one image gets seen.
OS00F-A · 1080×1350
The same information on the dark ground, with the workshop named in full.
Reads as the quieter sibling of the one-pager; the navy ground sets it apart in a feed that is mostly pink.
OS00F-B · 1080×1350
The altar photograph with “Gather in Remembrance and RSVP Today”.
Photograph-led rather than type-led - the one post that shows the thing itself.
OS00F-C · 1080×1350
Pink ground, papel picado illustration, FREE FAMILY EVENT.
Atmosphere first - the half of the pair that does not ask the viewer to read.
OS00P-A · 1440×2560
Navy ground with the four activities, the partner credit and the venue line.
The informational half. Posted second, it answers what the first one raised.
OS00P-B · 1440×2560
Date and time left, the lockup centred, the venue bottom right.
The only asset in the set without the UnchARTed lockup, and the only one cut to Facebook’s event banner shape rather than a feed ratio.
OS00H-A · 2560×1340
Clean footage and brand parts for anyone making their own posts about the event. The films are the portrait A cut and the four Meta feed cuts with every graphic taken out: same edit, same shots, same music. Every Download is the full-quality file, not the web preview.
Card seconds. The end card becomes the dancer photograph: no wash, waves, logos or type, the same slow push.
La Tarde footage. Re-rendered without the waves, scrim and PERFORMANCES title. The top and bottom of the frame show again.
Grey bars are the camera shots, identical to the ad. Pink bars are the seconds where the ad showed a card; they now show that card's photograph with nothing on it. Hover a bar for the frame.
Bold · SemiBold · Medium · TTF · with OFL.txt · 216 KB
Bold sets the date, the time and JOIN US. SemiBold sets the venue. Medium sets PRESENTS and the partner line. These are the three weights every card in the campaign uses.
Free under the SIL Open Font License 1.1: use it, embed it, share it. Keep OFL.txt with the files. Poppins is also on Google Fonts.
PNG · transparent · 1234×421 · 426 KB
The event lockup in gold and teal, cropped tight to the artwork.
The client's file, trimmed of its empty canvas. No vector version exists.
PNG · transparent · 792×155 · 7 KB
The wordmark in white for dark grounds, the one on every card.
The client's file, unmodified. It arrived named “Arden Fair Logo Black”, but the pixels are white.
EPS vector + PNG 1200×1200 · 280 KB
The wordmark as the client's vector EPS, plus a 1200×1200 PNG.
For light grounds and print. The EPS scales to any size.
EPS vector + PSD + PNG 1200×1200 · 1.2 MB
The Arden Fair A mark as a vector EPS, an outline PSD and a 1200×1200 PNG.
The client's originals, unmodified.
PNG · transparent · 693×71 · English · 9 KB
The “AT arden fair” lockup in white.
English only. In Spanish the cards set “EN” in Poppins Medium beside the arden fair wordmark.
PNG · transparent · top + bottom · 1080 wide · 51 KB
The UnchARTed wave bands the portrait cards use, at their native 1080px.
The client's artwork. On the portrait cards the top band sits 60px higher than the frame edge.
PNG · transparent · top + bottom · 1920 wide · 80 KB
The landscape pair, 1920 wide. The square and 4:5 cards use these too, scaled to the frame's width.
The client's artwork.
Layered PSD · 1080×1920 · 1.7 MB
The client's layered Photoshop template, with the wave bands as smart objects.
The source the wave PNGs came from.
Layered PSD · 1920×1080 · 2.6 MB
The landscape template, with the same smart-object bands.
The source the wave PNGs came from.
PNG · transparent · 9:16 and 1:1 · English and Spanish · wash layer included · 1.2 MB
arden fair PRESENTS and the Ofrendas lockup between the waves, on transparency. The type is white: put the wash layer, or dark footage, under it.
This is the -B identity card's own type plate, with no date, so it never goes out of date. The wash layer is the cards' own magenta wash as one flat layer. English and Spanish, in 9:16 and 1:1.
23 transparent PNGs · native and @2x · 5.1 MB
Twenty-three illustrated pieces: sugar skulls, marigolds, candles, folk birds and floral sprays. Each is a transparent PNG at native size and @2x.
From the Ofrendas y Recuerdos sticker sheet. manifest.txt lists every piece and its sizes.
#E2187Cthe cards' ground and wash#FCD802the time, JOIN US, the Ofrendas lockup#FFFFFFmain type#FFFAF2venue, partner line, AT / EN#33384AUnchARTed wave#2BAFB3UnchARTed wave#FCB749UnchARTed wave#E3E2E2the thin arc inside the wavesPNG swatch sheet + Adobe swatches (ASE) · 30 KB
The colours on the cards, and the three inks and the arc of the UnchARTed waves.
The organic posts use a pinker magenta (#EC2D7C). These are the values the ads were built on.
Nothing is waiting on you here. The sign-off page → is kept as the record of what was chosen against what it replaced.
Details left, JOIN US right, the detail lines a third larger, the host mark scaled to match. Live on EL15H-A, EL15H-B, BU06H and the three Spanish twins. In Spanish, SÚMATE now clears the dancer's face — the previous close ran across it. The design and its measurements →
Open, and yours: flipped, the call to action sits where YouTube draws its Skip button for the last 2.5s. Worth one look in the ad account's preview before the buy.
English keeps every approved word and gains a warmer delivery — no tags, nothing trimmed. Spanish now says Arden Fair in English, lifted from the approved English take. The reads →
The tag experiment is recorded there too: the model that reads tags paces this voice 25–40% slower, so tags cost words. It produced the finding, not the deliverable.
EL15P-C / EL15S-C → builtLa Tarde's graphics on the fifteen — the carousel as a film — now a delivered variant in both languages. How the structure was chosen →
The sugar-skull tray stays. The three alternates remain in that card's Versions dropdown.
The copy table carries it as an eyebrow; the approved card runs without it, and the approved card is what runs. Decided, not overlooked — recorded here so it is not “fixed” later.
The Spanish close card read “SÚMATE AT arden fair” — the builder used the English preposition instead of the copy table's. It now reads EN. That re-versioned EL15P-B-ES and EL15S-B-ES; the previous cut is one click away in Versions.
In conversation: “Lead with EL15H-B in-stream, run EL15P-A on Shorts, and put BU06H in the non-skippable slot.” Every delivered file is named for its code — EL15H-B.mp4 — so the name on the call is the name on the file.
An identity card at 3.1s, held two seconds — arden fair presents Ofrendas y Recuerdos — once the drum, the chalice and the procession have earned attention. The close then swaps that block for JOIN US in gold. Brand in the middle, call to action at the end.
The same idea as EL15P-B, squared from the portrait master rather than re-cut.
Voiceover. Bit-identical picture to EL15H-A — only the audio differs — read by the Arden Fair brand voice, with the score sitting 9 dB down throughout.
The carousel as a film. Not a third cut of the footage — the La Tarde carousel's own graphics carried into the fifteen: the identity card at 1.0s, PERFORMANCES over the dancing instead of beside it, the community altar and arts & crafts as the carousel's own photographs, and the JOIN US close. The cards are the approved cards, so the feed post and the video are the same design.
BU06P and BU06H are single cuts, so they carry no suffix.
| Code | Edit | Ratio | Length | Treatment |
|---|---|---|---|---|
| EL15P-A | El Zapateado | 9:16 | 15s | — |
| EL15P-B | El Zapateado · B | 9:16 | 15s | — |
| BU06P | Bumper | 9:16 | 6s | — |
| EL15S-A | El Zapateado | 1:1 | 15s | — |
| EL15S-B | El Zapateado · B | 1:1 | 15s | — |
| EL15P-C | El Zapateado · La Tarde | 9:16 | 15s | — |
| EL15S-C | El Zapateado · La Tarde | 1:1 | 15s | — |
| EL15H-A | El Zapateado | 16:9 | 15s | El Héroe |
| EL15H-B | El Zapateado · voiceover | 16:9 | 15s | El Héroe |
| BU06H | Bumper | 16:9 | 6s | El Héroe |
| EL15R-A | El Zapateado | 9:16 | 15s | Meta-safe card |
| EL15R-B | El Zapateado · B | 9:16 | 15s | Meta-safe card |
| EL15F-A | El Zapateado | 4:5 | 15s | 4:5 feed |
| EL15P-A-ES | El Zapateado | 9:16 | 15s | — |
| EL15P-B-ES | El Zapateado · B | 9:16 | 15s | — |
| BU06P-ES | Bumper | 9:16 | 6s | — |
| EL15S-A-ES | El Zapateado | 1:1 | 15s | — |
| EL15S-B-ES | El Zapateado · B | 1:1 | 15s | — |
| EL15P-C-ES | El Zapateado · La Tarde | 9:16 | 15s | — |
| EL15S-C-ES | El Zapateado · La Tarde | 1:1 | 15s | — |
| EL15H-A-ES | El Zapateado | 16:9 | 15s | El Héroe |
| EL15H-B-ES | El Zapateado · voiceover | 16:9 | 15s | El Héroe |
| BU06H-ES | Bumper | 16:9 | 6s | El Héroe |
| EL15R-A-ES | El Zapateado | 9:16 | 15s | Meta-safe card |
| EL15R-B-ES | El Zapateado · B | 9:16 | 15s | Meta-safe card |
| EL15F-A-ES | El Zapateado | 4:5 | 15s | 4:5 feed |
Arden Fair presents Ofrendas y Recuerdos, a free celebration of Hispanic heritage. Saturday, October 24, 1–4 PM.
Join us October 24, 1–4 PM
Free performances, an interactive community altar, and arts & crafts at Arden Fair. Saturday, October 24, 1–4 PM.
Ofrendas y Recuerdos. Free.
Saturday, October 24, 1–4 PM: Ofrendas y Recuerdos at Arden Fair. Performances, community altar, arts & crafts. Free.
Performances, altar, crafts
An afternoon of music, color, and remembrance. Ofrendas y Recuerdos at Arden Fair. Saturday, October 24, 1–4 PM. Free.
Free. Saturday, October 24
Ofrendas y Recuerdos, in partnership with Visionary Collective. Free at Arden Fair. Saturday, October 24, 1–4 PM.
Music, color, remembrance
Retrato, Plaza and Vaqueritos carry the date and time on the image and push the venue and the Visionary Collective credit into the primary text. Confirm that is acceptable to the partner.
The lineup photograph and one dancer in the footage read as possibly under 18. The release is confirmed for minors; these are flagged only so nobody is surprised.
The cards carry @shopardenfair. No URL was given; the copy's link slot is open. Last year's banner read ardenuncharted.com — confirm if that is the destination.
The score is generated. Confirm the account tier permits paid placements before the buy.
Codes that were reviewed and replaced. Open one to see and download any version it ever had.
450 frames at fifteen seconds, 180 at six. Cut positions are quantised from the absolute timeline, not per-shot, so rounding cannot accumulate and every cut sits within half a frame of its beat.
Two-pass loudnorm at −14 LUFS with a −3.0 dBTP ceiling — low enough to survive AAC's inter-sample overshoot. On EL15H-B the score sits 9 dB down for the whole spot and dips only 4 dB further under the voice, so the music reads as one steady bed.
Every shot that fronted it was reframed or replaced. The 16:9 hero carries a per-shot crop map — each value the minimum offset that clears the sign — and portrait, which has no crop room, uses different shots entirely.
On 16:9 the copy rail is the right third of the closing card, cropped from the identical photograph and waves. A hard edge wipes right to left at 12.07s and uncovers the rest of the same artwork.
The voiceover on EL15H-B says the event is free; no graphic does, on any cut. That was raised and settled deliberately — the cards stay as approved. Recorded here so it is not later mistaken for an oversight and “fixed”.
Putting AT / arden fair below the wayfinding line demotes the host brand behind the call to action, date, time and directions. That follows from the stacking order, not the typography. Options: drop the word “AT” and let the mark carry it, or restore AT ARDEN FAIR above the directions.
In-stream: EL15H-B leading — the voiceover carries “free”, which nothing on screen does — with EL15H-A as the silent A/B. Identical picture, so the test isolates the voice.
Shorts: EL15P-A leading, EL15P-B as the A/B to test whether the mid-roll identity card costs or earns attention. Feed: EL15S-A and EL15S-B.
Bumpers: BU06H in-stream and BU06P on Shorts. Six seconds is too short to tell a story, so it doesn't try — brand, three shots, and the card for the last 2.4s.
Arden Fair × UnchARTed
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