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:
- Creative Structure & Pacing: Focused on highlighting key product features in the opening seconds to capture attention.
- Ad Length: Tested short (6s) and mid-length (15s) formats to assess their relative impact on awareness and engagement.
- Audience Segmentation: Served variations to different audience profiles to identify which offering resonated most with specific user groups.
- 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.