Explain through participation
Let the audience experience a small part of the proposition instead of only reading about it.
Available now
An invitation before the click
Playable ads
ehrlilab / 01
Give it a try
+10◉
Illustrative experienceLet an audience try the idea through one clear interaction before taking the next step.
EXPLORETHE EXPERIENCEA small interaction.
Several ways to move the story.
Keep the creative concise
Focus the message and mechanic around the limits of the intended placement.
Make delivery part of the design
Consider technical specifications, loading behavior and agreed measurement needs before finalizing the interaction.
Connect play to the next step
End with an honest, relevant invitation that follows naturally from what the audience has just tried.
Offer a low-commitment first try
Give people a brief, understandable interaction before asking them to explore the wider product or campaign.
Show feedback as it happens
Make the response to each action clear so the experience is understandable within a short session.
Create useful variations to test
Develop distinct messages or mechanics around a clear hypothesis, with evaluation planned rather than performance assumed.
A small format. A focused experience.
A playable ad has a very small window to make its invitation clear. The opportunity is not to squeeze in a whole game, but to create a focused interaction that communicates something useful. We develop the mechanic, assets and next step together, with the intended placement, measurement and delivery specifications agreed before production.
Single-mechanic experiences
Explore one understandable action that expresses the idea without requiring a tutorial or a long session.
Product try-out experiences
Consider a brief interaction that illustrates a product benefit, choice or use case through participation.
Game-inspired interactions
Investigate how a simplified challenge can communicate the feel of a wider experience without misrepresenting what is offered.
Clear transition design
Connect the end of the interaction to an appropriate next step without deceptive controls or misleading prompts.
Creative variant planning
Explore meaningful alternatives in message or interaction while keeping measurement claims separate from creative hypotheses.
Distribution feasibility
Review the intended placement, technical specifications, size constraints and reporting needs before a production format is selected.
CREATIVE DIRECTIONS
Imagine the interaction.
Illustrative experience ideas. Selected project films will be added here.ILLUSTRATIVE DIRECTION / 01
One action tells the story
Use a single mechanic to communicate the idea quickly, without a long introduction or complex controls.
ehrlilab / 01
action
+10◉
Illustrative experienceILLUSTRATIVE DIRECTION / 02
Try a product benefit
Turn a feature or choice into a compact interaction that accurately represents the wider product experience.
ehrlilab / 02
try
+10◉
Illustrative experienceILLUSTRATIVE DIRECTION / 03
A clear next step
Design the finish and onward journey together, with understandable controls rather than misleading prompts.
ehrlilab / 03
next
+10◉
Illustrative experienceMore ways to
build the experience.
From idea to experience.
Frame the experience
Start with the audience, campaign objective and intended destination. Define the interaction and the role it plays in the wider campaign.
Develop and refine
Agree the creative direction and technical scope, then build and review the experience at defined stages.
Prepare for delivery
Test against the agreed requirements and refine the details. Confirm handover, launch responsibilities and any ongoing support before release.
A few good questions.
Can you deliver ad-network-ready files?
Yes, for agreed placements and specifications. We confirm file size, supported interactions, tracking requirements and the validation process with the media or platform team before production.
Are playable ads guaranteed to perform better?
No. Performance depends on the audience, placement, creative idea and wider campaign. Any benefit needs to be tested rather than assumed or presented as a guaranteed outcome.
Can an existing mini-game become an ad?
It may provide a starting point, but ad placements can require a much smaller, differently structured experience. The mechanic, assets, loading behavior and next step need to be reconsidered.
Let’s make it
something people experience.
Tell us what you have in mind. We’ll start with the idea.