We are PROHLADA, a new drinks brand. As we prepare to enter the market, we are choosing a film for digital outdoor screens. Our goal is to introduce our drink to the city, with both the bottle and its name clearly in view.
Here is how we decided ↓
We are just entering the market. To someone on the street, PROHLADA is still an unfamiliar name. Our first communication needs to make it immediately clear that this is a drink, and show what its bottle looks like.
Our creative idea is “a cool moment in the city”. We wanted to capture a short summer break: a sunny terrace, fruit on the table and a few minutes with no need to rush. PROHLADA becomes part of that moment.
That is why the scene features a woman with the drink. She sets the mood and helps people picture the occasion. But PROHLADA itself needs to remain the star of the ad: a bottle with a readable name, rather than simply an attractive prop beside her.
We made two films around this idea: “Tashkent” and “Terrace”. We were choosing between them for digital outdoor screens, where someone may see only a short part of the film. Before launch, we decided to check which version would do a better job of introducing the new product.
We placed the frames side by side at the same scale. The difference became especially clear.
01There was so much to look at: flowers, fruit and patterns on the tableware. The bottle was part of the scene, but it was not the largest object in the frame.
02Here, we brought the product closer. The bottle moved into the foreground, with the sunny terrace and the woman providing a backdrop for our drink.
Both films below include Analyzer overlays. The coloured outlines show areas identified by the analysis; they are not part of the advertising creative.
Are we selling
a beautiful picture?
Or introducing
PROHLADA?
We uploaded both films to Analyzer by METER to compare their composition, visual clarity and legibility scores.
We needed something concrete to guide our choice. The reports helped us see the strengths and weaknesses of each version and discuss specific differences.
Composition — 71/100.
Visual clarity — 65/100.
This report prompted us to look more closely at how busy the scene was and compare it with a simpler version.
Page one of the original Analyzer PDF report, in Russian. Click to enlarge.
Composition — 89/100.
Visual clarity — 85/100.
The scores supported what we saw in the frame: a prominent product and a simpler composition gave us a solid starting point for the next version.
Page one of the original Analyzer PDF report, in Russian. All values are unchanged.
In the final PDFs, “Terrace” scored higher on the measures shown here. We considered the overall picture.
| Metric / 100 | “Tashkent” | “Terrace” |
|---|---|---|
| Creative index | 63 | 79 |
| Visual clarity | 65 | 85 |
| Composition | 71 | 89 |
| Saliency / text alignment | 27 | 99 |
| Colour contrast | 63 | 73 |
| Engagement potential | 67 | 69 |
| Brand visibility | 57 | 85 |
The table and main findings follow the attached PDF reports. These contain the final scores and differ from the earlier partial screenshots. The scores describe the creative analysis, not the results of an outdoor campaign.
We chose the second film as the basis for our outdoor campaign. We kept what we liked: a summer mood and the product in the foreground.
We also set a separate task for the next edit: strengthen the call to action. After discovering the drink, viewers should have a clearer idea of what to do next.
The analysis helped us choose a starting point and turn a discussion about the films into a clear brief: keep the product prominent, refine the CTA, then analyse the updated version.
The follow-up analysis after that edit is still ahead. Here, we are sharing the comparison of the two original films and the decision it led us to.
Our main takeaway is simple: when preparing creative for city screens, we need to preserve the mood without losing sight of the reason we are advertising — PROHLADA itself.