Media · Mobile advertising
Prisma / Mobfactory
Lead of the 360 studio for almost eight years: mobile and interactive ad formats, and the whole ecosystem to present and sell them.
(01)The context
At Mobfactory, Prisma Media’s creative unit for interactive formats, the goal was to use the native features of smartphones and tablets for premium agencies and advertisers, and to be able to show it.
There I led the 360 studio: a team of 4 UX/UI designers, 2 developers and 2 interns, in charge of the whole format creation process, the schedules and projects run with other Prisma Media subsidiaries.
Campaigns included Netflix’s Altered Carbon, with an immersive site and ad formats for the series launch.
(02)The challenge
Making complex formats (interstitials, in-feed, HTML5) understandable in a few seconds, on every screen.
(03)The approach
- 01Run the studioStructure the creative process, product roadmap, schedules and rituals (weeklies, reviews, trend watch) to deliver every format on time.
- 02Create the formatsDesign mobile and interactive formats that catch attention without getting in the way of reading, and integrate them into programmatic buying (DSP/SSP).
- 03Equip the sales teamA demo app, a client platform, a website and decks in one identity, to show every format on a real screen.
(04)In pictures
(05)The results
An organised studio producing formats on a regular basis, and a complete sales toolkit under a single identity, shared with the group’s subsidiaries.
What I took away: running a studio is as much about orchestrating schedules and people as signing off on the work. And when the product is visual, the best sales pitch is a demo that works.