I Create What I Want: How Playrix Artists Create the Most Effective Advertising...

What the talk is about

Yulia Zakharova describes what life is like for artists in the creatives department at Playrix, which makes advertising for mobile games. She explains that a creative must grab attention, hold it and push the viewer to download the game. The artist works in a pair with a video designer, drawing characters, emotions, icons, store illustrations and video graphics. Scenes must stay readable on small screens, so visuals are simplified and emotions exaggerated. Such an artist becomes a Swiss-army-knife generalist, sees results and metrics quickly, and can grow into art lead, producer, scriptwriter or manager. In the Q&A she covers success metrics, work with marketing and product teams, and how the team treats creatives that underperform. Useful for artists considering a career in game advertising.