Synopsis
At Netflix, we have created millions of artwork to represent our titles. Each artwork tells a story about the title it represents. From our testing on promotional assets, we know which of these assets have performed well and which ones haven’t. Through this, our teams have developed an intuition of what visual and thematic artwork characteristics work well for what genres of titles. A piece of promotional artwork may resonate more in certain regions, for certain genres, or for fans of particular talent. The complexity of these factors makes it difficult to determine the best creative strategy for upcoming titles.
Our assets are often created by selecting static image frames directly from our source videos. To improve it, we decided to invest in creating a Media Understanding Platform, which enables us to extract meaningful insights from media that we can then surface in our creative tools. In this post, we will take a deeper look into one of these tools, AVA Discovery View.
Intro to AVA Discovery View
AVA is an internal tool that surfaces still frames from video content. The tool provides an efficient way for creatives (photo editors, artwork designers, etc.) to pull moments from video content that authentically represent the title’s narrative themes, main characters, and visual characteristics. These still moments are used by multiple teams across Netflix for artwork (on and off the Netflix platform), Publicity, Marketing, Social teams, and more.
Stills are used to merchandise & publicize titles authentically, providing a diverse set of entry points to members who may watch for different reasons. For example, for our hit title “Wednesday”, one member may watch it because they love mysteries, while another may watch because they love coming-of-age stories or goth aesthetics. Another member may be drawn by talent. It’s a creative’s job to select frames with all these entry points in mind. Stills may be enhanced and combined to create a more polished piece of artwork or be used as is. For many teams and titles, Stills are essential to Netflix’s promotional asset strategy.
Watching every moment of content to find the best frames and select them manually takes a lot of time, and this approach is often not scalable. While frames can be saved manually from the video content, AVA goes beyond providing the functionality to surface authentic frames — it suggests the best moments for creatives to use: enter AVA Discovery View.
Example of AVA Discovery View
AVA’s imagery-harvesting algorithms pre-select and group relevant frames into categories like Storylines & Tones, Prominent Characters, and Environments.
Let’s look deeper at how different facets of a title are shown in one of Netflix’s biggest hits — “Wednesday”.
Storyline / Tone
The title “Wednesday” involves a character with supernatural abilities sleuthing to solve a mystery. The title has a dark, imaginative tone with shades of wit and dry humor. The setting is an extraordinary high school where teenagers of supernatural abilities are enrolled. The main character is a teenager and has relationship issues with her parents.
The paragraph above provides a short glimpse of the title and is similar to the briefs that our creatives have to work with. Finding authentic moments from this information to build the base of the artwork suite is not trivial and has been very time-consuming for our creatives.
This is where AVA Discovery View comes in and functions as a creative assistant. Using the information about the storyline and tones associated with a title, it surfaces key moments, which not only provide a nice visual summary but also provide a quick landscape view of the title’s main narrative themes and its visual language.