Shadowverse Ad
KManga have been prospering in advertisement until recently where a lot of their ads have been flag for braking the ad platform’s rules and regulations.
8% ROI
Refreshes drove traffic and convert new users.
Renewed Contract
Successful refresh lead client to extend its contract.
My Role
KManga have been prospering in advertisement until recently where a lot of their ads have been flag for braking the ad platform’s rules and regulations.
I was appointed to audit the current advertising ecosystem, identifying technical bottlenecks and performance leaks to develop a comprehensive recovery plan.
Modular Ads
The new design made it easy to adjust for new assets to be inserted.
Creative Performance Refresh
Revamping the creative to give new life to an old ad campaign.
Background
Background
Creative Director / Visual Designer
Tools
Google Slides • Photoshop
A/B Testing • Google Sheet
Timeline
January 2025 ~ February 2026
Process
What I did!
01
The Challenge
Stagnant Performance due to Creative Oversaturation
After a period of high-volume output, the ad campaign hit a performance plateau. The creative assets had become repetitive, blending into the "noise" of the platform. This creative fatigue led to a significant drop in engagement and an increase in customer acquisition costs, as the audience had become desensitized to the existing visual themes.
02
Strategy
Auditing the "Status Quo" & Trend Forecasting
I initiated a deep-dive audit to move the brand away from redundant concepts:
Thematic Deconstruction: I cataloged two years of creative history to identify the "over-indexed" themes that were no longer yielding results.
Gap Analysis: I researched competitor landscapes and emerging visual trends to identify "white space"—themes and styles the brand hadn't yet explored but that resonated with our core demographic.
Conceptual Pivoting: I developed three new creative pillars designed to contrast sharply with our previous work, moving from [Old Style, e.g., Minimalist/Corporate] to [New Style, e.g., High-Energy/Lifestyle].
03
Execution
Bridging Vision and Production
I led the transition from the old aesthetic to the new direction by acting as the bridge between strategy and execution:
The "New Horizon" Showcase: I led a workshop for the design team, presenting a comprehensive look-back at the "tired" themes and contrasting them with high-fidelity mood boards for the new direction.
Style Archetyping: To ensure consistency, I defined the "New Look" through specific creative benchmarks: new color palettes, typography shifts, and a refreshed photography style.
Creative Pilot Program: I supervised the production of a "Pilot Set" of ads to test these new themes in a live environment, providing real-time feedback to the artists to refine the execution.
04
Results
Validating the Pivot & Scaling Engagement
Initial Market Validation: The first week of the refresh successfully halted the performance decline caused by creative fatigue. The data confirmed a renewed audience interest, providing the strategic "green light" to move from the experimental phase into full-scale production.
Tripled Audience Reach: By the second week, the new creative direction achieved a major breakthrough in visibility. Ad impressions surged from a 3% baseline to 9%—a 200% increase in reach within just 14 days.
Proof of Concept: The success of this experiment validated the new visual pillars. It proved that the updated aesthetic could successfully cut through market noise and recapture audience attention that the previous, oversaturated designs had lost.
Takeaways
What I learned
I can be creative with the ads and make one thats outside of its app assets.
There can be many ways to showcase a product other than the product itself.
Showing the characters are sometimes more important than the gameplay itself.
Next project
Strength Camp Redesign Proposal
Let’s Collaborate on Amazing Together!
Jose Federico De Jesus