Multifaceted leader with robust ability to transform brands and deliver innovative strategies. Global professional adept at tackling creative projects from initial planning and conception through launch, building data-driven strategies and utilizing modern technologies to produce designs, campaigns, identities, and brands within constantly changing, regulated markets. Dedicated individual with capacity to quickly adapt to new tools, laws, and processes. Multilingual collaborator with proficiency in Russian, English, and Uzbek. Areas of Emphasis • Project Managmeent • Leadership & Guidance • Strategic Planning & Analysis • Branding & Identity • Market Strategy & Transformation • Advertising & Launch Campaigns • Experiential • Visual Communications • Client Engagement • Packaging Design
- Lucky Strike ‘Graphic Novel’ campaignThe Dark Market limitations in Indonesia are extremely restrictive. Our ambition was to develop a solution that will deliver the brand values in a highly restricted environment. We came up with the campaign based on the graphic novel (which enjoys a massive following in this particular end market). Three modern and dynamic characters were created to represent Luckies 3 hero SKUs – Bold, Mild and Original
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Projects credited in
- AXA Groupe Global Media Agency of Record - WPPWith colleagues from VMLY&R and Hogarth I led the WPP/AXA Partnership's Media pitch. Working from our Paris hub for the five month pitch I coordinated a mammoth response from more than 30 markets across EMEA, APAC, North America and LATAM. In October 2019 after a pitch lasting five months WPP were awarded AXA's Global Media account beating long-term incumbents Havas and Publicis. The account was one of WPP's biggest wins in 2019 with initial annual billings of $161MM.
- Art Direction for Boots Health & BeautyI led the creative team, overseeing and directing conceptual design projects across the multi-channel experience including print, digital, email, video and social. Responsible for quality end-to-end design execution from client brief through to implementation and on-budget delivery.
- Ogilvy Roots & WPP Roots: Co-founder & Social SecIn March 2017 we Co-Founded Ogilvy Roots, a network dedicated to championing greater ethnic and cultural diversity within the creative industry. Working with a brilliant team of account handlers, creatives, planners and project managers to break down barriers to greater inclusivity and representation of people of colour within our industry, our agency and the work. Since it's launch I've played a key role in organising social events, branding, developing our pillars and it's expansion into WPP
Senior Art DirectorGeometry Global
- London, United KingdomFull Time
I interface with clients from legally restricted industries such as alcohol and tobacco to strategically navigate the conception and development of brand, communications, activation, and launch strategies by utilizing analytical insights and in-depth market data. I also engage with cross-functional end markets to coordinate and oversee the completion of creative processes. • I spearheaded an e-cigarette launch campaign within new markets, the next generation of tobacco products. • I converted and updated a luxury tobacco brand and identity to optimize common perceptions. • I enhanced the global awareness of a client portfolio from a highly restrictive and competitive market.
Senior Art DirectorWPP
- Moscow, RussiaFull Time
My role consisted of mentoring and leading a team of 10 creative professionals while collaborating with BAT clients through the ideation, construction, and execution of various branding and communications strategies. I also monitored cross-functional creative processes, created design languages, and established both branding and creative guidelines. • I conceptualized and developed a limited-edition Coca Cola package for the 2004 Athens Olympics. • I produced and designed several tobacco brands such as Kent, Dunhill, Lucky Strick, and Pall Mall. • I designed and launched new FMC tobacco products onto the Russian market.
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- Abobe Creative Suite
- Packaging Design
- Fluent Russian
- Branding Identity
- Brand Activation
- Project Delivery
- Brand Creative Strategy
- Product Launch
- Marketing Campaigns
- Communication Design
- Project Management