What does it take to be creative in the mobile advertising industry? We caught up with Jason Collar, one of Opera House’s Senior Creative Directors, to pick his brain on mobile creativity and get his advice to those who’d like to start their careers in the creative industry.
“Being creative requires an open mind”
A designer can’t be afraid to try something new and must be willing to push boundaries. When it comes to mobile creativity, our designers constantly challenge themselves to see what’s possible.
Each project will always have its own set of challenges; at times clients have conflicting call to actions (CTAs) or executions. In this case, we work closely with them to streamline the concept and develop a unit true to their goal.
We’ll look at the requirements and pull together various ideas. If we have to create or modify assets, we’ll take the extra time to ensure the ad renders correctly, or develop custom executions. Our team will find the appropriate solution. Not all ideas work, but we are always learning, testing and adapting to find the perfect balance between mobile capabilities and concepts.
“Mobile ad capabilities have progressed tremendously”
Mobile ads of today have grown by leaps and bounds. They tap into the device’s native functions, video quality has improved, dynamic capabilities are now possible and responsive units have become the norm. The difference today is advertisers and designers have higher expectations; everyone has a better understanding of what mobile advertising can accomplish.
With developers and designers working together, features such as the gyroscope, camera, voice activation, and vibration help make mobile advertising exciting.
Emerging technologies have vastly improved the overall experience on mobile devices. The use of the camera capability, which was leveraged in the Lufthansa Selfie campaign, allowed users to take a selfie against a backdrop of a destination of their liking. With the Wheat Thins campaign, users were able to experience a new product by using the device’s gyroscope capability by tilting the device left and right. (Both units where shortlisted in the IAB Mixx Awards in consecutive years) With new technology such as motion ads, facial recognition, beacons, and mCommerce hitting the market, the storytelling will only improve.
“Technical constraints are an open door for innovation”
With emerging technologies comes technical constraints. We take these constraints as opportunities to innovate, resulting in a richer execution and a happier client. We do this by creating ads with low file weights (under 200KB), strong and clear messaging, simple but effective animation — all driving the main KPIs.
“Keep an open mind. Inspiration can come from anywhere”
My advice to those who’d like to start their career in the creative industry, take the time to work on passion projects, keep challenging yourself and never stop adding to your portfolio. Don’t be afraid to take risks by adding additional elements to the creative. If you think there is a better way to accomplish the goal, express it. But, make sure your idea is concrete and well thought out.
Don’t be afraid to ask for a fresh set of eyes to look at what you’ve been working on, this will help you from getting stuck on one concept. Learn to be flexible and adapt to the industry.
Never stop learning. Subscribe to creative blogs, continue to take classes and keep an open mind. Inspiration can come from anywhere. But, most importantly, have fun and enjoy what you do!
For more information about Opera House, Opera Mediaworks’ global creative studio, email us at firstname.lastname@example.org.
Jason Collar is the Sr. Creative Director in New York at Opera Mediaworks.