4 moves to make your creative unskippable
Oct 03, 2025
By Roberto Boi
The scroll is ruthless. If your creative doesn’t spark curiosity in the first heartbeat, it gets swallowed by the feed.
The good news? Winning attention isn’t luck, it’s method.
Below are the four moves we lean on every day to turn “nice ad” into “nice results”.
- Get the basics bullet-proof
- Lead the eye. Bold headings, smart placement and white space direct attention to your CTA.
- Use colour deliberately. A tight palette (3-4 hues) plus high contrast makes actions pop.
- Bake in accessibility. Legible fonts, alt text and strong contrast widen your reach and boost UX.
- Make them feel something
Logic nudges; emotion moves. Tap a single emotion (excitement, relief, belonging) and wrap it in story. Think Spotify Wrapped: data meets identity and everyone shares it. - Bridge logic + magic
Start with a rock-solid brief (platforms, formats, feelings), then test, tweak and test again until the numbers and goosebumps line up. - Dodge the common traps
Clutter, trend-chasing and vague “make it pop” briefs tank performance. Keep it focused, strategic and ruthlessly simple.
Want to learn the nitty-gritty from our Head of Creative? Read John’s blog here.
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This is taken from the weekly email written by one of our directors, Roberto Boi. Every Thursday he shares observations, ideas and perspectives from the work we’re doing day to day at Dilate. If you’d like to get it delivered straight to your inbox, you can sign up here.
