Belgrade, June 26th, 2024

AAA Agency is an international influence and special projects agency based in Belgrade. They find the best influencers for campaigns, build better authenticity, create brand advocates and level up brands’ engagement game. They go beyond traditional Influencer Marketing, believe in the power of creativity, and produce fantastic brand stories.

Kira Chesalina is the Creative Director at AAA Agency. In an interview with TIA, she described how she was able to combine her passions for advertising and gaming in her career and listed the things that set the agency apart. She also gave examples of some of the tools she uses daily and explained the steps of her creative process.

To kick things off, could you tell us about your hometown and any cherished childhood experiences that have guided you into the creative industry?

I’ve always wanted to be in marketing. I was watching the Cannes Lions — it’s a world in itself with ads as mini-movies. There was also advertising from Pepsi and Burger King, a whole era of tremendously creative ads, freedom, and experimentation. I used to record the ads on my audio recorder and sketched design concepts and slogans for them later.
Besides, my friend had a Dendy console, and I had a Sega, so we spent our early years playing LOONEY Toons, Sonic, and Battle City. Also, I could use a PC at my mom’s office to play Doom and early Harry Potter games. So my childhood had a lot to do with games.

If someone were to visit Belgrade with a focus on culture and creativity, what places or events would you recommend they explore?

The Museum of Contemporary Art (Muzej Savremene Umetnosti) — it’s not too tiresome to visit, and offers a good scope of the city’s history and spirit. Take a walking tour to see the architecture. It’s rather eclectic: remnants of the Yugoslavian past, Zemun — a quarter with an Austro-Hungarian influence, Stari Grad, and many others. If you’re visiting in July, catch EXIT — a massive music festival. National Park Fruska Gorа — a wonderful place to go hiking, taste great vines from local vineyards, and ground a little after all the city noise.

As the Creative Director at AAA Agency, can you share your journey to this role and what attracted you to join the team?

I had the most classic journey — started as a creative trainee, grabbed onto any campaign to get experience, grew into the creative specialist shoes, then got the job as a senior creative specialist. I’ve also been a team lead and creative director at marketing agencies at different points in my career.
Here, two of my great loves came together — advertising + the gaming world. Titles I’ve worked with — Wargaming, Bandai Namco, Ubisoft — market legends that have shaped the industry — happy to be in touch with them and create something for them.

Describe a typical workday in your shoes.

People might think creatives are all over the place, but nope, I’m all about structure and organization. Every week and day, I follow a set schedule.
My mornings start with a coffee and a good look at what needs to get done that day. Then, it’s team meeting time to make sure everyone’s on the same page. Next, I gotta keep my finger on the pulse of what’s happening. So, I spend some time checking digital news sources for the latest trends and upcoming stuff. That means looking at market news, new product launches, companies merging or buying each other, anything that could be a game-changer.
Throughout the day, I schedule one-on-ones with my team members. We chat about their work, I offer some feedback and support, and make sure they’re crushing it.

What are your main focuses at the moment?

Our main goals are:
To work with all interesting market players: we want to collaborate with both established giants and promising startups, being there from the very beginning of their success story.
To establish ourselves as experts: we aim to become recognized as industry experts in gaming advertising.
To understand our complex clients: working with gaming clients requires a deep understanding of the gaming world. To create effective ads, we need to be gamers ourselves, speaking the language of our clients and offering them valuable insights.
To attend industry conferences and events: it’s important for us to network with industry professionals and establish personal connections.

In a crowded field of creative agencies, what do you believe is the distinctive factor that sets AAA Agency apart, and how does this uniqueness contribute to the success of the team?

Well, for one thing, our team is made up of real gamers. We’re not just talking about people who play games casually; we’re talking about people who grew up playing games, who have beaten every game there is to beat, and who are genuinely passionate about the gaming industry. This means that we have a deep understanding of what gamers want and expect. We know what makes a game fun, and we know how to create content that will resonate with our audience. And finally, we’re versatile. We can create anything from a short video to a full-blown game development project. That’s because I have a background in both filmmaking and game design.

You have a unique blend of analytical prowess and creative ingenuity. How do you balance these two aspects in your work?

I’m a Libra, it’s in my nature to balance things =)
Seriously though, I’ve got a lot of experience in management. I worked at Deloitte and in other managerial roles. I combine that with my creativity, which I’ve also developed through three different educational backgrounds.

Can you tell us more about the groundbreaking Gen-Z campaign on TikTok that generated over 1 billion views?

It was a sports fashion retailer and famous “ugly shoe” brand. The key to its success was authenticity and understanding how the creators would integrate the brand in their unique way. The TikTok audience is super sensitive to advertising integration, so they can tell when it’s not genuine. So, in order for the audience to relate to the video, there needs to be creative interaction. I did some analysis to figure out what the audience was interested in, what they liked, and how they communicated with each other. But, it’s important to remember that TikTok isn’t just for Gen Z. There’s an older audience there, too.

What tools or software do you find indispensable in your daily work?

Must-have tools for my daily work:
Project management system: Asana or another similar tool to track the progress of tasks and projects.
CRM system: to manage customer relationships and interactions.
Market analytics tools: to research and understand market trends and prepare effective marketing campaigns.
Social media research tools: to gather insights into audience perceptions of our creative content and products.
Influencer analytics tools: to identify and evaluate potential influencers for marketing partnerships.

How did you develop and manage a futuristic social media account for a cosmetics brand, and what strategies helped you grow it organically to 20K followers within a year?

The challenge was to build a whole new brand identity and create a visual communication concept that screamed “future cosmetics.” The formulas themselves had cutting-edge technology in them. We wanted our brand communication to reflect that. So we went all out with a space-age vibe. Think light colors, silver, neon accents, and even some extraterrestrial elements. We didn’t just sell makeup, we were like artists creating a future vision. We teamed up with models, influencers, stylists, and photographers who understood our vision and talked directly to the audience, using language they connected with. We didn’t just post online, we also showed up at events to connect with them face-to-face.

What is your creative process when starting a new project, and how do you ensure it aligns with the client’s vision and goals?

I start by understanding the client’s vision, listening to their ideas, asking questions, and doing research to get a sense of what they want to achieve.
Then I conduct a strategy session with the client. This is a collaborative process where we work together to define the project’s goals and objectives.
Once we have a clear understanding of the project’s goals, I create a brief to outline the project’s scope, deliverables, and timeline.
Next, I develop a strategy outline.
I then conduct a market analysis. This involves researching the target audience, the competitive landscape, and the latest trends.
Based on my analysis, I write a strategy document.
Finally, I break down the strategy into specific tools and tactics.

You have a lifelong passion for gaming and are considered a leading authority in the industry. How does your passion influence your work, especially with game publishers?

I’m basically a gaming native — I got the knowledge and the experience. Usability, gameplay, promotion strategies — I know it all. No matter the client, I can see the whole picture.
Here’s the cool part: I play everything from indies just starting out to big budget hits, mobile games too. This means I can tailor promotions for any type of game. I know different success stories. Every game, even within the same genre, has its own unique audience.

Could you share your thoughts on the future trajectory of influencer marketing, especially within the gaming sector

Back in the day, there were only a few big-name influencers, like MrBeast. But now, there are tons of different ones — you can find a niche influencer for just about anything. For example, you could find a super-niche influencer who only plays games on a certain type of device or in a specific genre. And with the rise of new platforms like Discord and in-game servers, basically, anyone can create an account and become an influencer.
I think the future of influencer marketing is that brands will start reaching out to regular users for advertising integrations, instead of just going to the big names with millions of followers.
So, niche creators are becoming more important every day.
The number of subscribers as a metric is losing value in favor of better engagement.
Basically, anyone can be an influencer now.

Which aspect of your work puts a smile on your face?

When the team pulls off a project — I’m so proud of everyone.
When the team is having fun and enjoying the work.
When you go to a client and they say, “That’s exactly what we were thinking.”
Those genuine, heartfelt moments of connection.

What’s your favorite way to spend a weekend?

I love spending time playing video games. Also, I’m a big fan of reading and especially love reading social research studies. I’m always eager to learn new things. I’m currently taking a biology course online. And last but not least, I love going for walks. It’s a great way to get some exercise and fresh air. Plus, I find that walking helps me to think more clearly.

If you could have dinner with any historical figure, who would it be and why?

As a feminist and a lover of literature, I’d choose Sylvia Plath.

Please share something you’ve always wanted to try but haven’t yet.

Never be afraid to learn something new — it might lead to something interesting.

Thanks Kira!

Learn more about: AAA Agency

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Game developmentGamingExpertiseGamingIndustryMarket analyticsNicheInfluencer