Playable ads / Creative strategy / Production
Kropachev
Aleksei
Creative Producer for Playable Ads
I turn game mechanics, market insights and performance signals into testable interactive concepts — then guide them from brief to production and iteration.
A senior hands-on background in Cocos Creator, WebGL and realtime graphics helps me assess feasibility early, communicate precisely with developers and prototype the hard parts myself.
Creative strategy / Performance thinking / Production ownership / Technical leverage
LIVE PLAYABLE / 001
Idle Zombie Miner — Tiles Survive AdaptationCocos Creator / 3D
[ TAP OR DRAG TO PLAY ] 01 / Selected Creative Producer cases
Ideas, execution, outcome.
The strongest examples of where creative judgment, production ownership and hands-on execution met a measurable result or meaningful client response.
01 Competitive adaptation → benchmark creative
Idle Zombie Miner — Tiles Survive Adaptation
Playable development · Visual solutions · Destructible objects · VFX
2+ months top-performing5+ iterationsClient benchmark
Contribution
Owned development of the playable and the visual/technical solutions for destructible objects and VFX. The execution then became a base for follow-up hypotheses around closer visual alignment with the game and other IZM playables, as well as different resource treatments.
Outcome
The client's top-performing playable for 2+ months, followed by 5+ iterations testing visual alignment and resource variants. The original served as a benchmark creative for several months.
02 Visual ownership → strong performance and reach
PinesPeak
Playable development · Visual direction · Client-facing visual defense
10+ iterations3+ months in buyingCross-game / RU adaptations
Contribution
Handled a substantial part of the visual work in addition to development, including defending and explaining visual decisions to the client.
Outcome
10+ iterations, including adaptations for another game and the RU market. Creatives remained in media buying for over 3 months; some are still seen across ad networks.
03 Gameplay feel under production constraints
Kingdom Clash
Playable development · Visual execution · Optimization
Contribution
Built the playable and handled significant optimization work required by the selected scenario without sacrificing the feel of the interaction.
Outcome
Received highly enthusiastic client feedback on both the visual solutions and the overall gameplay feel.
04 Shader-driven interaction with mobile-web performance
World Association Tiles
Playable development · Custom shader · Interaction feel
Contribution
Designed and implemented a custom shader that drives the sand-clearing interaction on a flat plane texture, balancing the illusion of material movement with playable performance.
Outcome
Received highly enthusiastic client feedback on the visual solution and overall gameplay feel.
02 / From signal to playable
Creative ideas need an executable path.
My strongest value sits between creative, performance and production: turning an observation into something a team can build, test and learn from.
Research
Read the market, deconstruct competitor creatives and isolate mechanics or visual patterns worth testing.
Hypothesis
Turn the signal into a clear hook, player promise and interaction idea with a reason to test it.
Brief
Define the playable flow, visual direction, production requirements and the parts that need early validation.
Production
Align art and development, prototype high-risk interactions early and keep the creative intent intact through implementation.
Review
Check clarity, pacing, game feel, technical quality and ad-network constraints before the build reaches traffic.
Test & iterate
Use performance results and feedback to decide what to simplify, reframe, scale, repeat or stop.
03 / Why the hybrid background matters
Creative ownership.
Technical leverage.
I can move between the language of the creative brief, the visual problem and the implementation detail. That makes feedback more specific, feasibility calls faster and handoffs less ambiguous.
Technical depth is leverage rather than the headline: it helps me protect the idea through production, identify expensive risks early and help the team reach a better playable with fewer blind iterations.
Full experience & CV ↗04 / Experience
From making to leading.
2026 — Now
CGB Studio
Creative Technology & Playable ProductionSenior Playable Ads Developer
2025 — 2025
Freelance
Independent Playable ProductionPlayable Ads Developer
2025 — 2025
ChillBase
Playable Production OwnershipTeam Lead, Playable Ads
2022 — 2025
HotSiberians
Expanded scope: Creative Production / External DevelopmentPlayable Ads Developer
05 / Creative technology & production R&D
The technical layer behind better production.
Rendering experiments, simulation diagnostics and internal tools are not the headline of my producer profile — they are the leverage I bring when an idea reaches implementation.
01 02 03
Realtime Graphics
Playable Water Shader
A lightweight stylized water solution for Cocos Creator, designed around mobile WebGL and playable-ad performance constraints.
Simulation
Physics Backend Benchmark
A diagnostic benchmark matrix for comparing rigid-body behaviour and edge cases across Cocos Creator physics backends.
Tools & Pipeline
Cocos Creator QoL Extensions
Internal editor extensions that remove repetitive production steps and make playable development faster and more reliable.
Playable idea, creative challenge or production problem?