The Anatomy of Dynamic Display
An illustration of the automated decision tree that composites all the modular assets to create a single display banner.
Marriott Rewards Dynamic Display
Just a banner campaign? Not even close. This deceptively complex work is the true intersection of creativity, strategy, media and technology. The challenge: design a single, modular template that would accommodate TENS of thousands of combinations of brand and messaging and make them consistently beautiful and premium. Variables elements: 30+ Marriott hotel brands. 6,700 locations. 6 personalized messages. 4 media sizes. 3 rewards programs. Prices fluctuating in real-time. Equals more variations than this Creative Director can calculate. All adds up to every Marriott Rewards member receiving the most personal and relevant Marriott message at the most meaningful moment.