Heroes vs. Hordes is a strategy survival game — defeat escalating enemy hordes using weapons, spells, and upgrade decisions under pressure. The goal was not just to produce ads: it was to pitch Swift Games hard enough to earn a retainer before a budget relationship existed.
Five 30-second concepts developed on spec, each targeting a distinct player motivation. Not five versions of the same ad, but five separate creative angles built to demonstrate range. The brief work had to be done correctly upfront — knowing the game, knowing the audience, naming the angle before opening a timeline.
Five complete concepts delivered with minimal client revision. The client confirmed retainer interest — it was postponed due to budget constraints on their side, not creative fit.
Five separate creative angles for one title: power fantasy, strategic depth, upgrade progression, survival tension, and competitive drive. Each concept built to show range, not volume.
The brief work is done before
the timeline opens.
Minimal revision rounds on five spec concepts is a function of doing the brief correctly — knowing the game, naming the audience, defining the creative angle before touching After Effects. Five distinct hooks require five distinct briefs. The discipline of building range into a pitch, rather than defaulting to variations, is the same discipline that keeps a monthly retainer program from going stale.
Need creative range,
not just volume.
30 minutes. No pitch deck. We'll talk platforms, formats, and what's actually working in your market.
