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EA Sports UFC 5 – Dynamic Creative System

Brand Assets: Electronic Arts. Supervision: Rafael Puzzilli. Motion Design Contributions: Tom Macret.
DISCLAIMER: All proprietary data have been abstracted or excluded, and brand references are included for contextual purposes only.

Overview

To support the global launch of a major sports title in the gaming industry, we developed a modular dynamic creative system to test hypotheses around ad structure, messaging, and audience segmentation—allowing us to identify the most effective combinations to enhance campaign performance.



Role & Contribution

My role blended creative strategy, motion design, and technical implementation. I worked on designing the modular framework and the strategy that supported A/B testing across video ads and audience segments.

Key Contributions:
  • System Design: Developed a modular content structure by breaking down campaign messaging into interchangeable building blocks (e.g., features, CTAs, titles).
  • Dynamic Template Development: Built scalable video templates via After Effects in both short and mid-length formats, enabling the automated assembly of unique ad variants.
  • Creative Production at Scale: Managed the versioning pipeline to ensure consistent output quality across all deliverables.
  • Strategic Testing Framework: Collaborated with media planners to align creative variants with audience targets for effective testing.

Dynamic Creative Framework

We implemented a hypothesis-driven creative testing model, allowing us to learn from every ad served. Rather than producing static deliverables, we built a system where each ad was dynamically assembled from a flexible component library.

The framework was structured around four test dimensions:
  1. Creative Structure & Pacing: Focused on highlighting key product features in the opening seconds to capture attention.
  2. Ad Length: Tested short (6s) and mid-length (15s) formats to assess their relative impact on awareness and engagement.
  3. Audience Segmentation: Served variations to different audience profiles to identify which offering resonated most with specific user groups.
  4. Call-to-Action Variants: Tested end-frame messaging with differing incentives—ranging from evergreen CTAs to promotional and value-add offers.

15s System Feature-Driven Narrative

Each 15s video combined two gameplay features, followed by one of four modular CTA end-frames. This system was optimized for storytelling depth, feature pairing tests, and full-funnel message delivery.

6x Features - 2 features per video:

Career progression + doctor intervention

Doctor intervention + cinematic KO replay

Rendering fidelity + cinematic KO replay


Grappling mechanics + rendering fidelity

Cinematic KO replay + in-game event

In-game event + career progression


15s - 4x Endframes

Value-Add CTA – “Download Ali”

Hybrid CTA – “Available Now” + Ali

Promo CTA – “Up to 40% Off”

Evergreen CTA – “Available Now”



6s System - Hook & CTA Efficiency

 Each 6s video focused on a single gameplay feature, followed by one of four modular CTA end-frames. This system was optimized for speed, clarity, and high completion performance.

2x Features - 1 feature per video:
Career progression
Cinematic KO replay

4x Endframes:

Evergreen CTA – “Available Now”

Promo CTA – “Up to 40% Off”

Value-Add CTA – “Download Ali”

Hybrid CTA – “Available Now” + Ali

Impact

Beyond campaign delivery, the system acted as a creative intelligence engine, generating valuable learnings for future initiatives:
  • Format Playbook: Identified when to deploy short-form vs. longer-form ads depending on media goals.
  • Audience Insight: Revealed behavioral differences between high-intent and broad-reach segments, enabling sharper creative targeting.
  • Offer Strategy: Demonstrated how different end-frame incentives influence conversion behaviors under varying contexts.
  • Scalable Creative Infrastructure: Enabled high-speed production of diverse, high-quality assets without compromising consistency.

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© Jacopo De Santis and respective rights holders. All rights reserved.

© Jacopo De Santis and respective rights holders. All rights reserved.