AdBlock Detected!

Site not loading correctly? Ad is in our name, because it's what we do. This may cause issues if you're using ad blockers, and we don't serve any ads on our site.
Please pause or disable your ad blocker for our domain.

Blog

Blog

Creative Showcase: On the Move with Last Empire War Z

Posted Apr 29, 2016

In this edition of the Creative Showcase, we are examining how mobile game developer im30 leverages camera movements, color temperature, snappy cuts, and text callouts to drive installs for its mobile game Last Empire War Z.

Without further adieu, here is the ad:

 

Why It’s Effective
Similar to other high performing mobile ad creative, this spot follows several best practices, including:

  • use of text callouts to tell the story in short, action-focused sentences
  • featured characters to boost emotional response
  • audio adds suspense without being critical to understanding the story
  • establishing shot with prominent branding to build brand awareness
  • snappy subsequent cuts to retain user attention
  • mixture of in-app footage and special effects to provide a realistic perspective of the gameplay experience while still piquing user interest

Camera Movements
What makes the creative a bit more unique is its use of camera movements to provide depth and interest. While the characters featured in the ad are two-dimensional, the strategic camera movements give the sensation of 3D. The result is a paper doll meets parallax effect that is relatively hypnotizing.

To maintain viewer captivation, camera direction changes with each changing scene. For instance, in the first scene, the camera first tracks out to establish the environment and then tracks forward & upward to reveal the app logo. In the second scene, the cameras arc right to draw attention to the zombies and text. In the third scene, the camera arcs left to shift the user attention to the in-device action highlighted in red.

Camera movement continues to alternate throughout the ad. A full breakdown of movements by scene are as follows:

  1. track out, then in and up to draw attention to logo
  2. arc right to draw attention to characters & text
  3. path left to draw attention to in-app footage
  4. path forward & down to frame character front and center
  5. track forward & right to provide sense of scope
  6. path to upper left then back out again to reveal characters

As disorienting as these movements are to follow in written form, they serve to captivate the user. To supplement this, the cool and desaturated color scheme is frequently punctuated with splashes of red that serve to draw attention to key elements, such as the app logo, key characters, or gameplay features.

Straightforward On-Screen Copy
Finally, the copy for the creative is well-paced and on point. While the opening copy “the dark times have come” is passive in tone, this serves to set the stage for the subsequent sequence of action-oriented copy. Directing the user with strong verbs, the remaining callouts are:

  • “Attack and kill zombies!”
  • “Recruit and defend your homeland”
  • “Find your alliance worldwide”
  • “Install now for free”

The first two of these callouts are rather straightforward, packing two verbs per sentence to captivate the user. The third callout is interesting, both for breaking the established pattern and for its allusions to both the scale and social aspects of the game. While these are features that add mass casual appeal, they are juxtaposed with visuals of large scale battles, thereby reminding serious players that the game is still action-packed. Finally, the call to install the game now is an expected and effective close for this app install ad.

Join the Conversation
The AdColony Creative Showcase examines what makes top performing mobile ad creative successful. How do you optimize your mobile video creative? Tweet us at . For the latest AdColony mobile news and updates, follow  on Twitter, like us on Facebook, or connect on Linkedin.

Latest at AdColony

AdColony is now part of Digital Turbine. We're powering the mobile economy.Join Us