As my team scaled and continually were looking for the next big creative that would support Kings most important titles, we needed to define what “great” looked like without killing creativity or performance first testing mindsets. I created a set of principles to align our performance marketing creatives across video, playables, CTV, and app store content. It combined best practice, strategy, testing mindset, and storytelling craft into one shared language.

The guide became our go-to reference for briefs, reviews, and onboarding and helped unify direction, speed up iteration, and reinforce creative consistency - while still encouraging experimentation (and a few weird ideas that actually worked)