2025

CTV Flipbook

Interactive Advertising

Interactive Design • Product Design • Motion • Creative Development

CTV Flipbook is an interactive CTV ad format developed at Kargo during the company's annual Ad Design Innovation Lab. It was designed to turn a traditional video ad into a more engaging, browsable experience by combining video with a carousel.

I conceptualized and prototyped the CTV Flipbook, developing the core interaction model and visual system before translating it into a reusable template for other designers and client creative teams to build from. I also developed an alternate 3D Rotation experience, giving clients an additional way to bring their creative to life within the same format.

THE IDEA

I wanted to explore what a carousel could look like on the big screen. CTV Flipbook combines a prominent video experience with panels that viewers can browse through, creating a format that feels both familiar and native to CTV. The result gives advertisers the storytelling impact of video while opening up additional space for products, messaging, and creative.

The final ad unit pairs a large 16:9 video with 3–4 panels that transition from collapsed to expanded states one by one, giving advertisers more room to tell their story without sacrificing the impact of the video.

The 3D Rotation variation builds on the Flipbook concept with a more dynamic spatial interaction, rotating 3–6 panels through the frame to reveal additional content while keeping video at the forefront.

THE SYSTEM

I developed reusable templates that allowed designers and client creative teams to adapt the formats to their own creative while maintaining the core functionality.

The templates were built in both Adobe Photoshop and After Effects to make the process as seamless and flexible as possible. By separating the templates across platforms, clients could customize their own creative while adhering to Kargo’s design best practices, while in-house designers could replace assets within the After Effects templates without rebuilding the experience from scratch.