Filiura Yusupova

Most brands know their last campaign worked. Few know why.

In a market where AI has made content production almost unlimited, the volume of creative has increased — but the understanding of what drives attention has not. Brands test budgets, audiences, and placements with precision. Creative remains the last variable that is still largely decided by intuition and approved by gut feel.

This talk explores one question: what if performance could be designed before launch, not explained after it?

After producing CGI/AI campaigns across European and MENA markets — I realized that the results we couldn't predict in advance were the ones that taught us the most. This talk is about what we learned from being wrong.

The session will cover how attention works in the first seconds of any ad, why the hook is the most under-tested part of any campaign, and what a structured creative testing process looks like before a single euro of media spend goes live.

The goal is not a methodology to buy. It is a shift in how you think about creative risk — and whether your next best-performing ad will be something you designed, or something you got lucky with.

Co-founder & Marketing Director at HAUT CGI. I help brands bridge the gap between high-end creative and predictable performance. I specialise in modular CGI and AI-driven workflows, focusing on de-risking creative production by testing visual hypotheses before scaling media spend. Our portfolio includes CGI and mixed reality campaigns across luxury, tech, UAE government projects, and Europe.