Asset Lifecycle
A schematic view of how Super Shoot assets move from creation and approval into TAB, UniAdapt, Pencil, deployment, archive and reporting.
From Super Shoot to reuse
Select a stage to see the essential detail.
If selected for deployment
Update the media agency trafficking template, prepare the file and metadata for TAB, then link derivative, editable and input files.
If not selected for deployment
Archive the asset for reuse, then ensure the file, metadata and source links are still captured correctly in TAB.
Create and finish the master assets
The Creative Agency completes the Super Shoot. The CA, production company and post-production partner then manage the edit, selected takes and online finish.
Brand approval gates
Brand approval is the key control point before assets move into TAB, UniAdapt, Pencil or deployment. Final masters, adapted assets and derivative assets all need approval before wider use.
Store in TAB with metadata
Approved assets are uploaded to TAB with the required metadata. Brand teams receive the TAB collection link and TAB IDs so assets can be tracked, reused and connected to downstream systems.
Adaptation via UniAdapt
Where localisation or adaptation is required, the UniAdapt supplier ingests the project files, creates adaptation assets, adds access services and uploads the approved outputs back to TAB for reuse.
AI remixing via Pencil
Pencil ingests approved Super Shoot clips and adaptations via the TAB x Pencil API integration, then creates derivative assets at scale for Brand review and approval.
Deploy or archive?
Once a derivative asset is approved, the team decides whether it is selected for deployment. Selected assets move into trafficking. Non-selected assets are archived for future reuse.
Archive for reuse
Assets that are not deployed should still be prepared, uploaded and linked correctly so they remain findable and usable in future content work.
Connect to reporting
TAB pushes data to the data lake, supporting input utilisation reporting and helping teams understand how assets are being used, adapted and reused.
Who does what?
Creative Agency / CA
Completes the Super Shoot, oversees creative selection and uploads approved masters to TAB or passes files to UniAdapt where needed.
Production / PPC
Manages the offline edit and online finish with CA oversight, then prepares final master assets for approval.
Brand Team
Approves final masters, adapted assets and derivative Pencil assets. Receives TAB links and TAB IDs.
UniAdapt Supplier
Ingests files for adaptation, creates adapted assets, adds access services and uploads approved outputs to TAB.
Pencil
Ingests approved clips and adaptations through the TAB x Pencil API, then creates derivative assets at scale.
Media Agency
Updates trafficking templates and supports deployment for assets selected for live campaign use.
TAB
Stores masters, adaptations and derivatives, maintains metadata and links, and pushes asset data to the data lake.
Decision checks
Has Brand approved the final master asset?
Does the asset need UniAdapt before Pencil or deployment?
Have TAB IDs and the collection link been shared?
Has Pencil ingested the correct approved assets?
Has Brand approved the derivative output?
Is the asset selected for deployment or archive?
Has the media agency trafficking template been updated?
Have metadata, editable files and input files been uploaded and linked?
Key terms
TAB
The Asset Bank, where approved assets, metadata and linked files are stored for reuse.
CA
Creative Agency, responsible for the Super Shoot and creative asset handoff.
PPC
Post-production company or performance media partner supporting edit, finish and preparation.
UniAdapt
The adaptation supplier used where localisation, versioning or access services are required.
Pencil
The AI-enabled platform used to create derivative assets at scale from approved source assets.
Metadata
Required asset information, including campaign ID, licence and rights metadata, territory or market flags, usage type, derivative type, asset lineage and technical metadata.