So your title is going on Netflix! 🎉
Here you will find guidelines on what to expect in the artwork creation process, and what you need to provide to the Non-Branded Product Artwork Agency who will be developing the artwork for your titles.
Your cooperation and attention in this process go a long way toward ensuring we can create the best artwork for your titles, so thank you in advance!
We believe that great stories can come from anywhere, and that they can be enjoyed everywhere. It is our mission to make every title “sing on service” so that it can create meaning and impact for every member it touches.
Members are discovering something to watch at different times of the day, in different moods, at different moments of life, and at different points in a title’s lifecycle. No two members are alike, and what may appeal to one member about a title may not appeal to another. So, the artwork created for every title focuses on authentic entry points that will reach members through genuine connections to the story by utilizing a diverse suite of imagery meant to engage the wide variety of interests, tastes and moods of our members.
Additionally, the Netflix Product demands and expects a lot from its artwork assets, and flexibility is at the core of everything we do. Each image is designed to fit in a variety of templates, localized in many languages, and surfaced differently to each member based on their viewing preferences and devices. These images will be seen everywhere from small, mobile phone screens to the latest and largest TV screens.
Using the raw assets and source materials you provide, one of our Non-Branded Product Artwork Agencies will create artwork to Netflix specs and quality standards, ensuring that the imagery best represents your title and showcases various parts of the story that may appeal to Netflix members.
One of the Non-Branded Product Artwork Agencies will reach out to you in order to coordinate the receipt of raw assets and source materials so that they can create the artwork for your title. The Artwork Agency will then work closely with the Netflix Product Creative Strategy (PCS) team to develop the imagery. PCS will ensure that each title’s artwork accurately represents the content, meets Netflix creative excellence standards, and enhances the title discovery journey in order to allow the opportunity for the title to grow and find its audience on Netflix.
Whether you’re delivering one title or many, the Non-Branded Product Artwork Agency needs as many of the following raw assets and source materials as possible for every title. For each asset, always prioritize the following:
This is a poster, or “key art”, that is used to promote the title in marketing promotions. Whenever it exists for a title it should be provided as a layered PSD file, meaning all text, logos, characters, and background elements should be separated within the file. Deliver the highest resolution possible, with no compression.
Providing high-resolution stills from key moments in the content itself is really beneficial to creating the most relevant artwork for the title. We recommend providing a minimum of 10-15 stills. If provided, they need to be creatively diverse, meaning they are showing different scenes and situations of the main cast and moments from the title.
Stills cannot be created via screen shots as they will not be high enough resolution. The still images must be from the video itself.
If you cannot proactively provide the Non-Branded Product Artwork Agency with stills, know that they will be able to pull stills themselves once the content has been delivered to Netflix.
We need you to provide the title’s logo or title treatment, ideally in a vectorized file such as an AI, EPS or PDF. This is important so your logo does not lose quality when scaled. Please also provide the name of the font(s) used in the logo.
Rasterized files are only acceptable if they are high-quality, high-resolution (more than 2500 pixels wide), and free of any additional objects or elements.
If available, you can also deliver any localized logos or title treatments. The same file expectations apply.
If you have any photography available for your title, it makes for great creative source material that can be used in artwork. When available, please provide the highest resolution possible, and ensure that everything you provide can be used freely in promotion of the title on and off the Netflix service. However, note that we do not need and cannot use any backstage or behind-the-scenes content, so don’t provide it.
If you are providing kids’ titles to Netflix, please provide the Non-Branded Product Artwork Agency with any final, character assets of the main character(s) so that we can leverage these in the creation of character-specific artwork.
If you have high-quality video assets such as a trailer or other promotional videos, they can also be used as source material to create artwork. The file should ideally be 2GB or greater in file size, and 4:2:2 quality, to ensure these are assets that are appropriate to pull stills for artwork from. Please provide those to the Non-Branded Product Artwork Agency, as available.
Note that the NPFP collects all final, high-resolution content for delivery and use on the Netflix service. Non-Branded Product Artwork Agencies do not take delivery of any video content for use on the Netflix service, but in some regions they might collect final, high-resolution video assets that may be used in promotion of the title off of the Netflix service. These video assets must be cleared for promotion off-service (content, music, imagery, etc.).
Each Non-Branded Product Artwork Agency may work slightly differently, so be sure to have a conversation about file delivery and expectations when you begin your engagement. The following are high-level guidelines to ensure a smooth process: