Zachary Sriro, Production Manager / Developer, Illusion Factory

Your idea about the perfect working day:
Hearing about a new or upcoming project and coming up with new design and development concepts for it.

Your muse best comes when:
When deadlines are tight while embarking into the unknown.

Favorite Brand Experience:
One of my favorite ad experiences was the “13 Fear is Real” banners we produced for CW.  We were given the chance to recreate the feeling that the show gives its viewers, thus allowing a user to experience the the show’s presence before ever watching it. This was executed by an attention grabbing story line that brings the user’s eye to the call to action.Â
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CW 13 Fear is Real show format is based upon reality competition. The competitive nature of the show combined with some of the biggest names in horror like Sam Raimi, set a high standard for this campaign. For the rich media call to action we knew the usual “rollover to expand” would not make the grade. We chose a story line that brought the user thru what I would describe as a swampy graveyard. Instantly the hairs on the back of your neck will rise as you go thru various eerie images, tag lines, and lighting effects to finally reveal the call to action; “Rollover if You Have The Guts!”

The client was amazed and proud that even with a tight deadline we were still able to produce such an impacting ad.

 

What needs to be changed/improved in order to achieve ultimate engagement with users:
Our goal is to push the limits of interactivity with each campaign. Certain types of ads or content can allow for different or more interactivity.  Emphasizing this will always make a users experience better and hopefully more memorable.

Changes that need to be made in digital advertising:

Digital advertising and its delivery methods vary so vastly due to the endless possibilities of platforms. From digital billboards (which are popping up all over LA) and banner ads to ads on mobile devices and tv, it is important to refrain from overwhelming the audience. The digital advertising industry needs to always produce creative, respectful, and fun advertising for all.