I lead Creative teams at the intersection of creativity, technology and data.

“You will not be good teachers if you focus only on what you do and not upon who you are.”
— Rudolf Steiner

Work

Kayzen Video+

Leading Creative Solutions, building Creative Services and driving Creative Product Innovation from 0 to 1 at a mobile first DSP. Video+ is a product with a focus on interactive formats that extend video and full-funnel performance.

  • Developing Video+ for Kayzen

    Developing Video+ for Kayzen

    Role: Vision, Strategy, Product Development, Architecture & Creative Services

    I developed Video+ as Kayzen’s Creative differentiator. A key project from my time as Creative Solutions Lead at Kayzen.

    What is it? A suite of Mobile Creative Experiences that extend fullscreen video with interactivity and rich engagement data.

    Have a look at the landing page below or scroll right to see → Creative Examples, Case Studies or Press.

    I’ve also included some of the Creatives where I was responsible for the Creative Direction below.

    Landing Page
  • Smartphones displaying various mobile app interfaces, including games, quizzes, shopping, and video streaming.

    Video+ Showcase

    My team and I have made 100’s of Video+ Creatives at Kayzen for a variety of advertisers with varied use cases from upper funnel awareness to performance.

    To achieve production at scale, I took a tech-first approach focused on building robust templates with builder tools for tried and tested (by us) experiences.

    Delivered on Kayzen via all of biggest mobile exchanges: Applovin, Chartboost, Digital Turbine, Vungle and more.

    PS: We developed this Ad-Previewer tool as well.

    Browse Showcase
  • Tablet and smartphone displaying a website with text related to "dentsu" and "co-op," including digital marketing content and interactive elements.

    Case study: COOP + Dentsu + Kayzen

    By leveraging Kayzen’s Video+ ad format, Dentsu delivered a branding campaign that didn’t just inform, it connected, engaged, and converted visitors, setting a new standard for brand engagement and customer acquisition. 

    Read The Case Study
  • A person using a laptop displaying a webpage titled 'Why Interactive Ads Win: Kayzen’s Vision For Data-Driven Marketing,' featuring text, a profile picture, and a quote from a creative solutions lead. Another laptop is visible in the background.

    Upper funnel engagement data that drives lower funnel performance

    Built into the architecture is a layer of rich data capturing and performance tracking.

    Allowing us to not only track all of the ad performance metrics you’d expect but also additional engagement metrics and interaction data that signals intent.

    I cover the usefulness in this interview with Tap-in-Digital

    Watch The Interview

Creative Direction: Interactive Experiences

  • A mobile phone displaying a word puzzle game from Co-op with a hand touching the screen and a QR code next to the phone on a light background.

    COOP - Video+ Wordgame

    A Playable experience for premium Word game publishers

    Built with our Video+ playable boiler plate this was a custom playable experience for a family favourite British brand.

    - Playables transform ads from a potential disruption into a positive user experience
    - Boosted engagement from matching ad and publisher gameplay
    - Measure engagement and capture all interaction data
    - Get Improved Brand recall and awareness
    Achieved 2.4X Engagement vs non-playable endcards in word game publishers.

    Play here
  • Smartphone displaying a basketball chat discussing LeBron James with options to watch live games or replays, next to a QR code on a white background.

    NBA.com - Video+ Chat

    Engage users in conversation

    Chat experiences are very engaging. Mobile natural ux connects users with a story that flows like conversation while tracking all the interactions.

    - Native mobile UX Branded or iMessage style
    - Fully customisable scripted conversations
    - Send MEME’s and Video messages
    - Capture all user interaction data
    - 15% Engagement-rate: Users start to chat

    Chat Now
  • Greggs bag some joy quiz ad

    Dentsu - Greggs Video+ Quiz

    Ask questions, collect answers

    An engaging Quiz style interactive companion ad inspired by the Video campaign. Served on mobile RTB using Kayzen’s Video+ tech.

    See video here: https://www.youtube.com/watch?v=wHmYYyH4h9s

    - Asked engaging questions and collected all the answer data
    - Customised the ad experience based on users interactions and question answered
    - Built audiences based on answer data that were used to optimise performance campaigns.

    Click Here
  • A smartphone display showing an Uber promotional offer. The screen features a green background with the text "Code: UK5RIDE" and "Scratch to win £5 off your first ride." There's a button labeled "Claim Your £5 Discount Now." Nearby, there's a QR code on a white background.

    Uber - Video+ Scratch

    Offers for users who interact

    - Get 5-7% engagement with this simple yet engaging experience
    - Boost awareness with Up to 60% improvement on IPM vs static end card
    - Users who complete the scratch are 5x more likely to ‘convert’
    Achieved 5x CVR from users who complete the scratch.

    Scratch
  • Smartphone displaying a coffee maker app interface with options for hot or iced coffee, and a QR code beside it.

    Nespresso - Video+ Quiz

    Quiz allows us to ask questions and learn about the audience

    A pitch creative - did not win - but still a good example of whats possible with a simple quiz using the Video+ tech.

    Find your Pod

Liftoff

I owned creative strategy and performance marketing execution for non-gaming verticals — leading campaigns for global brands across fintech, social, and commerce.

Re-Brand

Launch Promo

As a key stakeholder in the rebrand process representing the Creative team my role was Creative Direction and feedback bridging the gap between C-suite and agency.

This Launch promo video, kicked off our internal Brand asset production.

I continued to lead Brand Creative Production of the newly re-branded Liftoff till I left Liftoff in early Q1 ‘23.

The ‘Sushi - Porsche Logo’
Post merger, this concept was delivered by a top branding agency, and signed-off by leadership. This internal launch failed - I led a tiger team of Liftoff/Vungle people to lobby for a change. This resulted in us engaging RGA who delivered the Liftoff brand we have today.

We launched a refreshed global brand for Liftoff Mobile -bringing together a new visual identity, tone of voice, and positioning that reflects our combined strengths.

Client
Liftoff

Role
Creative Direction, Story and Vision

Year
2022/23

The result: a bold, playful illustration style, a tighter colour palette, and a vibrant new look that firmly places Liftoff as a world-class, multibillion-dollar leader in mobile in-app advertising.

Manager, Brand Creative

I owned Creative Strategy and Production of Performance marketing execution for global brands across gaming, fintech, social, and commerce.

Highlights

I led Creative Strategy and Production for TikTok, Snap, and Shopee, Just Eat Takaway, Wish, iBotta, Crypto.com, Bumble & Tinder supporting $1M+ monthly revenue.

Launched performance Creative for eToro, Crypto.com, and Acorns, focused on install growth and retention.

Developed a creative performance prediction model using machine learning (80% accuracy).

Acted as cross-functional bridge between creative, product, and sales.

Client
Various

Role
Creative Direction, Team leadership

Year
2021 - 23

Vungle

A collection of work from my time at Liftoff & Vungle where I lead the ‘Beyond Pod’ a multi-disciplinary team focused on Creative Services and Innovation for non-core business growth.

Boldy going where no Creative had gone before

The Beyond Pod

Leading a cross-functional innovation pod focused on new ad formats, user engagement, and rapid prototyping.

I led Creative Direction, Creative Strategy and Production for non-fullscreen ad-formats and non-gaming advertisers.

Highlights

Creative Direction and Product development for the GTM strategy for the successful launch of new products ad-formats: MREC & Banners

Launched “Video Banners”, generating $1M+ in first-month revenue.

Partnered with GameRefinery to build behavioral-based creative strategies.

Oversaw UX experiments and iterative creative testing across multiple formats (playables, interactive, MREC).

Mentored team across prototyping, storytelling, and performance data interpretation.

AR / XR Creative Product: Immersive Video

We were exploring the possibilities of AR/XR ads ro run on mobile in-app via Vungle direct. Using 360 video and three.js I developed an enjine that allowed users to ‘look around’ inside 360 video.

Client
TikTok

Role: Creative Direction, Creative Technology, Team leadership

Year: 2020

AR / XR Creative Product: Playable ad experiences

We ran multiple experiments to develop Playable experiences for both AR/XR. The Video here is a POC developed using aFrame.js by myself with the help of a 3D artist to create the assets.

The Creative starts the user off in a immersive 3D cube XR experience and then prompts users who have the correct hardware enabled to take the AR experience - placing a 3D Toon Blast game on a surface.

This did not run live, but I think its a good example of what was possible at the time - 2019

Client
Peak - Toon Blast

Role: Creative Direction, Creative Technology

Year: 2019

Custom Ad-Format Innovation: Interactive Native for Grindr

We had an interesting opportunity pop up in the performance data for an advertiser Empires and Puzzles. We noticed that they were getting a large portion of their of quality installs from an unexpected publisher … Grindr.

We put out heads together to produce a video and interactive experience that plays to the synergy of the content & interest ven-diagram. A game full of hunky characters just waiting for the right players to sweep them off their feet - and send a sword pic

Deliverables: 15, 30 & 60s Video
Interactive html experience

Client
Small Giant - Empires & Puzzles

Role: Creative Direction

Year: 2019

A photo of Justin Nield

About Me

Justin Nield is a Creative Leader at the intersection of art, technology and storytelling data.

Currently leading Creative Solutions at Kayzen, Justin helps shape the future of mobile advertising through interactive formats, data-informed design, and optimised creative strategies. With a background in fine arts — photography and design — he brings a rare blend of artistic instinct and technical fluency to every project.

Over the past decade, Justin has led creative innovation ‘hand-on’ across platforms like Liftoff and Vungle, building teams and developing award-nominated formats including Playables, immersive video, AR ads, and next-generation display. His work blends creative ideation with performance analytics, always focused on scale, user experience, and strategic impact.

At Kayzen, Justin’s team creates, tests, and optimises creative experiences that drive measurable results. He leads with curiosity, connection, and will — values that shape both his creative leadership and his collaborations with partners and teams.

Quick points

Experience: 15+ yrs of Creative Technology

Role: Creative Solutions Lead at Kayzen.io | Ex: Liftoff / Vungle, Amazon, Betclic

Expertise: Creative Direction, Programmatic Advertising, GenAI tools, Product Ownership

Tools: Figma, Adobe CC, GPT, Windsurf, JS, CSS, HTML, Python, SQL, Google Docs, Looker

Hobbies: Running | Landscape Painting | Model railway’s