At
@SandsoftGaming , we believe that great
#games start with great people: passionate, curious, and always evolving. In this interview, our Creative Lead Elena Dimitrova shares her approach to pushing
#creative boundaries, learning from challenges, and staying ahead in the dynamic world of mobile gaming. From storytelling to interactive ads, Elena gives us a glimpse into the kind of bold thinking that drives our teams every day.
If you had to describe your
#creative philosophy in just three words, what would they be?
Bold. Human. Evolving. I believe in pushing boundaries but staying rooted in the emotional connection between the product and the audience. And I never want to stop learning or iterating.
What’s one mistake you see mobile
#game marketers make over and over again?
Focusing only on performance metrics without thinking about why something worked. We often chase the numbers but forget to ask what resonated with the
#player on an emotional or visual level. That’s where the gold is.
What’s your favorite kind of brief to receive?
I love a brief that leaves space for interpretation — something that gives just enough direction, but still invites creative risks. Bonus points if there’s a mood board and not just KPIs!
Can you share a moment in your
#career that really changed your perspective?
Yes, during my time at
@Ubisoft , we ran a campaign that completely flopped despite looking beautiful. It was a turning point — I realized that aesthetic alone isn’t enough. It taught me to prioritize
#storytelling and user psychology over style.
You’ve worked across different industries — what has
#gaming taught you that the others didn’t?
#Gaming has taught me how fast things can evolve and how important it is to be nimble. In tech or retail, the pace was different — in gaming, trends change overnight and audience expectations are sky-high. You learn to adapt quickly or get left behind.
What’s something you do to refill your
#creative well outside of work?
I travel often, and I’m obsessed with architecture and interior spaces. I find a lot of inspiration in structure, light, and textures — especially in museums or even just wandering through quiet neighborhoods in new cities. I also love watching
#anime; the visual
#storytelling, vibrant aesthetics, and emotionally rich narratives offer a completely different kind of inspiration and often spark new ideas for my own creative work.
And finally, what's one
#creative trend you're keeping a close eye on this year?
Interactive ads. I think they’re about to level up. As tech and data get smarter, we’ll see creatives that adapt mid-experience to the user. It’s a challenge but a very exciting one.
Want to work with Elena? Check our open positions:
career.sandsoft.com/#jobs