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. The first two of these callouts are rather straightforward, packing two verbs per sentence to captivate the user. Directing the user with strong verbs, the remaining callouts are: 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. 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.įinally, the copy for the creative is well-paced and on point.
#EMPIRE Z WAR FULL#
A full breakdown of movements by scene are as follows: In the third scene, the camera arcs left to shift the user attention to the in-device action highlighted in red.Ĭamera movement continues to alternate throughout the ad.
In the second scene, the cameras arc right to draw attention to the zombies and text. 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. To maintain viewer captivation, camera direction changes with each changing scene. The result is a paper doll meets parallax effect that is relatively hypnotizing.
While the characters featured in the ad are two-dimensional, the strategic camera movements give the sensation of 3D. What makes the creative a bit more unique is its use of camera movements to provide depth and interest.
establishing shot with prominent branding to build brand awareness.audio adds suspense without being critical to understanding the story.featured characters to boost emotional response.use of text callouts to tell the story in short, action-focused sentences.Similar to other high performing mobile ad creative, this spot follows several best practices, including:
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