Fresh Mind: an outside perspective on video creative production

What the talk is about

Viktoriia Hlukhovetska and Oleksii Kyrychenko explain how the studio Vilex Motion Lab approaches video creatives for mobile games. They debunk myths about creativity and describe idea-generation methods: brainstorming, picking the best from a large pool of ideas, and deferring the decision, which needs low stress, an hour and a half or more, and a quiet space. They then outline creative types: real gameplay, storytelling, variations and mislead, plus meta-gameplay ads, and why the latter work well now despite disappointing some players. They also compare outsourcing with in-house production: scaling, expertise, cost savings. The talk ends with cases for Homescapes, Gardenscapes, Harvest Land and Parchisi, covering 3D for 2D games, live action and localization. Useful for marketers, publishers and studios ordering video creatives.