Day in the life of
Marketing Artist – Luc Delmas
I’m Luc, Marketing Artist at Old Skull Games.
My Typical Day
My job as Marketing Artist is to participate in our game’s brand visual identity definition and its application across all our assets.
I create visual assets for marketing campaigns, communication plans, social media, and app store pages (icons, keyart, screenshot, video, ads, etc.).
Here at Old Skull Games, one of my main missions is to create ads (mostly video ads) for User Acquisition campaigns. I work with the marketing and growth team, creating visual assets for them to test out campaign performances.
Being a Marketing Artist requires a certain versatility, you need to have media-related skills such as video editing, motion design, graphic design, 3D compositing, and even photography or videography sometimes. And that’s exactly why I love this job so much.
Raid Heroes
As I was saying before, I work mostly on ad creatives and this is one of the most interesting parts of the marketing artist job because there are no creative limits.
No one really knows which creatives (ads) will work and bring a lot of players into the game, so you have to test concepts and you have to test a lot!
The coolest part – at least for me – is that you have to find a good concept, an idea that will perform well. Then you also need to find a way to bring this idea, this concept to life, using all kinds of tools. You either record gameplay directly into the game engine or use a camera to film yourself or a talent playing the game and make an ad with it.
No matter how you do it, the goal is to create an ad that will bring players into the game. So basically, a marketing artist’s typical day (or week) looks like: Create, Test, Repeat. At least for the user acquisition missions!
In addition, there are plenty of other missions that I could give you more details about. For instance, you have App Store page visuals to create or social media assets for the community. Sometimes you have to define a marketing art direction for a new prototype or a new game, meaning that you have to create brand guidelines and logos. I’m also in charge of creating video content for the company… and many other things!
Anyways, you don’t have time to be bored as a marketing artist, at least here at Old Skull Games.
My Universe: Cooking Star Restaurant
Pros
- I think it’s a job where you can express a lot of your creativity if you’re in the right place.
- Versatility is for me a huge pro because I can be bored fast enough and changing missions and projects often breaks the routine, and that’s really important to me
- This is a quite recent job and there are not a lot of rules around the mission, so it can create interesting opportunities for me.
Cons
- I know that, for some people, versatility can also be a con so I will put it here too, even if it’s not my case.
- I think one of the biggest cons is that you can sometimes easily lose track of your mission because you have too many different tasks in your backlog. I guess this is something you can find in every job.
- When you are working on creating assets for user acquisition, you have to face situations where your creatives will not perform at all. You will not create many ads that will break through and become a top performer and this can be hard and frustrating sometimes.
Advice to aspiring Marketing Artists
I’m not sure I can give advice to students since I’m not that old but, guys, don’t be afraid of being versatile and being curious! This job requires a lot of curiosity and will to learn new things every day. As I mentioned before, my missions are so varied that I have to be curious to find ways to accomplish them.
I don’t know if I can give that kind of advice but, don’t be too “academic”: try to understand the rules, but find ways to play with them and work around. There is never one way to do something so try something different.
If I have to give more practical advice, it’s a job where you will need to use a lot of tools to achieve your goal so try to learn the basics of various software such as video editing software (Premiere, Final Cut, Resolve), 2D design soft like photoshop or Illustrator, even 3D software and Game Engines can be useful. You don’t need to know them perfectly but you have to practice a bit to understand the logic behind them. The more tools you have, the better artist you’ll be! It can be scary in the first place but try to find or create projects you like to work on so learning tools to finish the project will become fun!
