The repeated work
A campaign often needs several platform formats. Generating every output from scratch can repeat the same visual idea and brand context, even where a carefully chosen master could support several exports.
The Open Pomelli approach
The broader local implementation separates reusable visual masters from platform exports and groups compatible copy work. The planning scenario uses five masters for an eight-format campaign, rather than treating each destination as a new creative starting point.
Where reuse stops being safe
Matching aspect ratios are not enough. A crop can remove the subject, leave too little space for text, or change the emphasis. Reuse needs to preserve the intended message, legibility, composition, and platform purpose. Some variants still deserve fresh generation.
How to evaluate it
Compare the finished campaign, including rejected variants and manual repair. The portfolio’s 45–55% modeled range applies to a combined campaign-and-motion scenario with explicit assumptions. It is a planning estimate, not a measured saving from image reuse alone.
About the evidence
Local implementation. Savings modeled; creative acceptance still needs evaluation.
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