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Creadit's Luis Leon On Generating Impressive Creatives Without Breaking The Bank
Key insights
6 takeaways- 01Creative production has shifted from high-budget studio output to a performance-driven model where partners act as strategic advisors to align assets with specific platform requirements.
- 02Efficiency is maximized through a modular strategy that repurposes a single master asset into multiple variations, allowing for high-volume A/B testing without increasing production costs.
- 03Creative development is increasingly focused on integrating data-driven strategies with diverse asset libraries to optimize content for specific digital environments and technical specifications.
- 04Raw, mobile-shot, ephemeral content often outperforms highly polished traditional advertisements because it appears more authentic to users on platforms like TikTok.
- 05Successful campaigns now blend high-end CGI with user-generated content and live-action footage to balance brand identity with the demands of performance marketing.
- 06Innovative placements, such as 3D out-of-home advertising in high-traffic urban centers, are being utilized to generate viral moments and capture audience attention.
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Transcript
[Music] thank you so Luis Leon from credits very creative company and you certainly look the part absolutely creative but it's all about creatives and it's a great time for you probably because guess what that's how games compete but they can't do it because some of them are a small teams so tell me a little bit about credits what you do how you feel the Gap so here at credits we are what I want to consider a creative partner not necessarily an agency we don't want to just hand over creative anymore we want to make sure that we're aligned with our partners meaning we're making advertisement for their networks for the performance landscape for the brand landscape and also making sure they're getting the proper performance strategy behind everything so you know we're focusing on intros we're focusing on Cell sequences and cards focusing on whether or not it's going to be in
vertical aspect ratio or Square for like meta in comparison and programmatic so we're trying to elevate you know that creative delivery when I'm talking to marketers they're saying well I need a whole bunch of creatives then I'll just a B test them and pick the winner but that sounds like you know massive amount of creators massive amount of work how many does how many do you really need to have but there's more smart ways to do it where you can take one video 30 seconds make a cut down within those two cut Downs make different iterations within those iterations deliver them in different aspect ratios so now you're looking at 10 videos that are made out of one and you have the media spend for it you're gonna find a winner and that's our goal here we want to deliver creative where people are going to find Winners right and so with that type of inventory there's bound to be one there's clients that understand it and the clients that don't and that's an example of like maybe convincing somebody of experimenting with Tick Tock right making something ephemeral making something raw making something that might not be traditionally considered produced shot on an iPhone but within
the performance world might be something that's going to take them to the next level because people will stop on that right I like that I like that raw because I've seen a couple of games the ads go viral simply because they just did it themselves it's like hey we're the student here's the studio we made the game here it is guys so that went really well what kind of work do you have to do to convince someone maybe to get away from production and go wrong you know you can't always convince everybody to do what you think is right but what you can do is offer a solution so maybe we do make something produced for the client and because it's hitting their needs and it's hitting what they want to do but sometimes We'll add in a little twist like why don't you test this out why don't you test this very much more like raw ephemeral looking video we'll throw it into the mix if it works maybe we explored if it doesn't it doesn't come out of your budget you know but if they're willing to experiment with us for us to show them the way I think that's the best tell me something what's like the coolest creative the wildest
thing that you've come up with maybe even something where it's like wow I never thought that would go viral I think one of the most interesting things that we have done is we had a placement in Times Square uh for Subway Surfers where uh right there heart of Times Square 3D ad where the subway was coming out of the wall and kind of Dipping into Times Square I thought that was highly Innovative again people are taking advantage of you know real life IRL advertising uh and the fact that we experimented that with 3D just kind of shows the capabilities of what we can do what's 2023 gonna be for you what's is it going to have something even even cooler something you can tell us about lift the lid a little bit Yeah so I mean our wheelhouse is CGI uh but what you can expect from us in 2023 is more strategy opening up the ugc world within our own ugc stock Library along with live shoots um expanding our Market uh building our creative teams and just really you know nailing the mark on helping out our clients achieving their creative needs I
believe you can do it I would say rock on let's do it foreign
Summary
Creative production in the gaming industry has shifted from high-budget, traditional studio output to a performance-driven model that prioritizes strategic iteration and audience engagement. Rather than functioning as a traditional agency, creative partners now act as strategic advisors, helping developers align their visual assets with specific network requirements and performance goals. This approach emphasizes the importance of technical specifications, such as aspect ratios and platform-specific formats, to ensure that content is optimized for diverse digital environments ranging from social media feeds to programmatic advertising.
Efficiency in creative production is achieved through a modular strategy where a single master asset is repurposed into multiple variations. By creating cut-downs and iterations from a primary video, marketers can generate a high volume of testable content without inflating production costs. This methodology allows for robust A/B testing, enabling teams to identify high-performing creative elements while maintaining a lean budget. Furthermore, there is a growing trend toward incorporating raw, ephemeral content—often shot on mobile devices—which frequently outperforms highly polished, traditional advertisements by appearing more authentic to users on platforms like TikTok.
The industry is increasingly blending high-end CGI capabilities with user-generated content and live-action shoots to capture audience attention. Successful campaigns now leverage innovative placements, such as 3D out-of-home advertising in high-traffic urban centers, to create viral moments. Looking ahead, the focus for creative development remains on integrating deeper data-driven strategy with diverse asset libraries. By encouraging clients to experiment with lower-fidelity, authentic content alongside premium CGI, creative partners can effectively balance brand identity with the rigorous demands of the performance marketing landscape.
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