I develop ideas from cultural insight to execution —
across experiences, special projects, content and digital
15 years in creative|8 in big tech|4 leading a special-projects studio
Gallery collabArtist collab · bloggersGallery collabArtist collab · bloggers5 of 5 top fashion bloggers posted, no paid placements — about a fifth of the cost of one paid post.Open project 
Scents after dinnerGifts · brand collabScents after dinnerGifts · brand collabThree scents made as candles and soap, shot as a campaign and sent to bloggers as gifts.Open project 
Collabs with local artistsArtist collabs · regionsCollabs with local artistsArtist collabs · regionsRegular low-cost news hooks, and the brand appeared in local scenes as a supporter, not an advertiser.Open project 
Art is foodArtist collab · brand launchArt is foodArtist collab · brand launchThe delivery box reinterpreted as a sculpture and shot live on set. Press coverage and seeding to bloggers and Telegram channels.Open project 
Artists’ open callArtist collab · launch · online + offlineArtists’ open callArtist collab · launch · online + offline400 open-call entries, 15k exhibition visitors, 800k social reach.Open project Sharp ideas, cultural relevance and a clear creative language — from cultural insight to the final output.
Physical experiences, activations and special projects designed to travel further through content, people, culture and media.
From €5k experiments to €500k productions. I know how to turn ambitious ideas into reality — where to spend, where to save, and where not to compromise.
Built an in-house creative studio from scratch — hiring, structuring and growing producers, creatives and external partners across regions.
About this portfolio
The last four years: a special-projects studio
I built from scratch at Russia’s largest tech company,
serving three business units.
Freelance copywriter
Creative producer
Creative director &
head of special projects
Approach
The right tool is the one the audience hasn’t learned to scroll past yet.
I combine cultural insight and real-world execution
to create ideas that feel relevant, not routine.
etc.
Outside the brief
A personal space for ideas, conversations and sounds — made on my own terms.
SUPERGELIKInstagramAn independent blog with a point of view on life, culture and everything in between.22,000 followersVisit the blog ↗︎
Lesson topicMaveA podcast: ideas worth following beyond the working day.5,000+ listensListen to an episode ↗︎
Music, for meYouTubeA music project made for the pleasure of making — and nothing more.Selected recordingListen ↗︎
3-metre canvases hung in the middle of an art cluster
A public open call about the road between cities, run and judged by a community of digital artists. Selected works were shown on 3-metre canvases in an art cluster.
“Ұлы жаңбыр” — “great rain”. Raincoats cut like Kazakh national dress, made in Kazakhstan to explain the ride-hailing app’s demand index: why fares change when demand spikes, as in the rain.
A programme with locally known artists from different regions: the brand backed their work and built launches around it.
For a food-tech launch in Kazan: a zine made with a local publisher around an old text on Tatar hospitality. Several Tatar artists reinterpreted that hospitality through their own work.
The box the food arrived in became an art object: a sculptor reinterpreted it as a sculpture, and a fashion photographer shot it live on set.
Merch: screen-printed tees with the photos, on premium blanks. Sold out, with proceeds donated to a partner foundation.
Give influencers followed for their taste and selectivity a piece of real value: an original painting of a personal item of theirs, by a gallery-represented artist. So they’d talk about the brand as a project curated as carefully as their own feeds, not as another ad.
Every blogger posted it — no paid placements, no briefs. A win for all three sides: reach for the brand, a new audience for the artist, a one-off artwork for each blogger.
Each painting arrived in a custom wooden case with a handwritten letter.
Three scents for the moment after dinner: a sweet kiss after a romantic dinner, lying blissfully full after a solo cheat meal, the end of a party when the mess can wait because your people were here. Made as candles and soap.
A table after dinner often looks like art. We turned that moment into three scents.
Three scents, shot as products and as gifts for bloggers.
Win people over through what the city truly loves, art, and make it something only a subscription can get you. The solution: a secret concert for subscribers on the new stage of a historic theatre, by a choir singing contemporary tracks, with the new scooter built into the staging.
“Goosebumps”— the audience, in their own words
A branded level inside Roblox where kids hunt for children’s products from the marketplace.
A regular events programme across several brands, with formats that give bloggers better content than a standard launch.
An analogue photo booth as part of an activation for a city guide made for premium users — open not just to bloggers but to everyone who came.
Talks that grew a community around a marketplace’s premium section — and made stylists want to work with it.
For a grocery delivery’s premium own-label line: a heavily styled table where the products became art objects, plus a lecture on Dutch still lifes — in a boutique hotel. 700k+ reach on the day.
Niche underground dancers, choreographed to the space, moved between the installations and guests.
Show that simple basics are comfortable and well made. Guests touched the clothes, talked to the designers and product managers, and saw the collection in motion, styled in different ways. It ran through the whole space: invitations made from its fabric offcuts, furniture upholstered in its prints, campaign posters, branded soft drinks and accessories as gifts.
The collection hung in the air so guests could walk through it, touch it and talk to the designers.
What mattered was not only how drivers look in the media, but how they are seen at home: whether a child talks with shame or with pride, at kindergarten and school, about a parent who drives. So, a children’s book about a driver, written with a well-known fairy-tale author, with events, gifts and talks with parents and kids around it.
One of the capital’s oldest cinemas, dressed for a black-tie premiere.
Answer the stigma with women’s own voices, on a stage that is anything but unfeminine. Three real stories of women taxi drivers, adapted by three women directors into audio plays with well-known actors, premiered at a black-tie reading in one of the capital’s oldest cinemas.
Actors reading the plays live, music, and dinner for guests, press and bloggers.
With an online education platform: a video series on how women won their rights and beat stereotypes — and an honest look at driving as a job for women: the realities, safety, and why it isn’t “a man’s job”.
See the project
Go beyond the classic tools of bloggers and press, and start building a culture around the job: documentaries, history, education, photography and merch about its real life.
A historical series: carrying, driving and delivering is one of the oldest jobs there is — how cities were supplied and how people moved around them, long before apps.
Watch on YouTube
Documentaries about ordinary people behind the bag and behind the wheel — their days, their routes, their lives.
Watch on Kinopoisk
The city told through an artist’s eye, from the courier’s point of view. In a capital where delivery and taxi culture is huge and much of the workforce are migrants, growing respect for the job was a complex, sensitive task.
The capital through a taxi driver’s eyes: we shot drivers’ own city landmarks, not tourist ones, screen-printed the photos onto merch and gave it to drivers on Taxi Driver’s Day.
Merch, shoots, silly videos and seasonal activations for taxi, food and grocery delivery and the kids’ fare — so bloggers always had something worth posting.
A content factory instead of one-off pieces, built to bring ideas, not only hands: mixed pairs of creators from different fields, working with trendwatching, memes and influencers.
Hundreds of fun videos for the UGC stream, shot in parallel across regions and countries for different products. The delivery barge: orders picked up within three days of launch.
Work with AI creators to make social content cheaper and more varied — design factories producing hundreds of pieces at once.
