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© 2016 Your company
7+ years at global agencies
10+ awards
15+ market-leading clients on track record
8+ pitches won
20+ students mentored
100+ ideas waiting to be brought to life
7+ years at global agencies
10+ local and international awards
15+ market-leading clients on track record
8+ pitches won
20+ students mentored
100+ ideas waiting to be brought to life
I'm a creative grouphead with a copywriting background
who loves words, digs for ideas, searches for insights, strives for awards, believes in humor, tells stories, likes digital, respects ATL, handles 360°, adores shooting, treasures team relations, and aims to create stuff that will be fascinating to tell grandchildren about.
I'm a creative grouphead with a copywriting background
who loves words, digs for ideas, searches for insights, strives for awards, believes in humor, tells stories, likes digital, respects ATL, handles 360°, adores shooting, treasures team relations, and aims to create stuff that will be fascinating to tell grandchildren about.
Please, switch on the subtitles.
#1
G-Drive — Be the First
#1
G-Drive — Be the First
The Potential Unleasher
G-Drive is the #1 fuel brand with real racing expertise, due to which it unleashes the potential of engines and drivers. The 360-campaign connects G-Drive with bold and purposeful people who strive for first place in everything they do. The idea is inspired by the poem "Be the First" by the iconic Soviet poet Robert Rozhdestveskiy.
Young Capital // Aleksei Meshkov (CD), Ivan Vlasov (CW), Eldar Selimov (AD)
Young Capital // Aleksei Meshkov (CD), Ivan Vlasov (CW), Eldar Selimov (AD)
The Potential Unleasher
G-Drive is the #1 fuel brand with real racing expertise, due to which it unleashes the potential of engines and drivers. The 360-campaign connects G-Drive with bold and purposeful people who strive for first place in everything they do. The idea is inspired by the poem "Be the First" by the iconic Soviet poet Robert Rozhdestveskiy.
#2
Samokat Delivery —
Samo Quality
Samo Quality
#2
Samokat Delivery — Samo Quality
Owning the Quality
Here's one of my favorite campaigns that was created for Samokat Delivery. It started as a pitch for a TVC and OLV, but then it turned into a brand platform that inspired the agency and the client so much that it grew into a full-scale campaign. Here's only a part of it. The rest is coming.
ASAP Production || Ivan Vlasov (CW), Maria Kupriyanova (AD)
ASAP Production || Ivan Vlasov (CW), Maria Kupriyanova (AD)
Owning the Quality
Here's one of my favorite campaigns that was created for Samokat Delivery.
It started as a pitch for a TVC and OLV, but then it turned into a brand platform that inspired the agency and the client so much that it grew into a full-scale campaign. Here's only a part of it. The rest is coming.
It started as a pitch for a TVC and OLV, but then it turned into a brand platform that inspired the agency and the client so much that it grew into a full-scale campaign. Here's only a part of it. The rest is coming.
#3
Perekrestok — Chef
#3
Perekrestok — Chef
The Fresh Campaign
The Perekrestok supermarket chain was about to re-launch its ready-cooked meals brand, "Chef." But historically Russians doubt the freshness of such kind of food. To show an audience that Chef's meals are fresh, we developed the freshest campaign ever. It consisted of assets aired only for 24 hours, up until became stale. New videos, banners, and stories replaced the old ones each day for a whole month. They all were marked with current dates to emphasize their freshness.
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (Group Head),
Maria Kupriyanova (AD), Irina Serebryakova (CW), Anna Dementieva (AD)
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (Group Head),
Maria Kupriyanova (AD), Irina Serebryakova (CW), Anna Dementieva (AD)
The Fresh Campaign
The Perekrestok supermarket chain was about to re-launch its ready-cooked meals brand, "Chef." But historically Russians doubt the freshness of such kind of food. To show an audience that Chef's meals are fresh, we developed the freshest campaign ever. It consisted of assets aired only for 24 hours, up until became stale. New videos, banners, and stories replaced the old ones each day for a whole month. They all were marked with current dates to emphasize their freshness.
#4
McDonald's — Monopoly
#4
McDonald's — Monopoly
A Lucky Shift to Digital
In 2021 the Monopoly at McDonald's shifted to digital. Since there were no more physical stickers with prizes under them we needed to convince people that our digital mechanics were still trustworthy and even more reliable. We came up with an idea that in the new Monopoly nothing could interfere with people's luck. Even the darkest superstitions were powerless.
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (Group Head),
Maria Kupriyanova (AD), Irina Serebryakova (CW), Anna Dementieva (AD)
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (Group Head),
Maria Kupriyanova (AD), Irina Serebryakova (CW), Anna Dementieva (AD)
A Lucky Shift
to Digital
to Digital
In 2021, the Monopoly at McDonald's shifted to digital. Since there were no more physical stickers with prizes under them, we needed to convince people that our digital mechanics were still trustworthy and even more reliable. We came up with the idea that in the new Monopoly, nothing could interfere with people's luck. Even the darkest superstitions were powerless.
#5
Renault — Duster
#5
Renault — Duster
In a Grown-Up Way
Renault launched the all-new Duster, the iconic crossover on the Russian market. The TA is Russian 40+ men: masculine, straightforward, respecting maturity, and feeling like they are in their prime. They are still true to their genuine values, full of enthusiasm, and consider their age an advantage, letting
themselves achieve more. The same goes for the new Renault Duster. It's still thirsty for adventures, but from now on, it handles them as never before, in a grown-up way.
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (CW), Maria Kupriyanova (AD)
themselves achieve more. The same goes for the new Renault Duster. It's still thirsty for adventures, but from now on, it handles them as never before, in a grown-up way.
Leo Burnett, Russia // Yuri Volovski (CD), Ivan Vlasov (CW), Maria Kupriyanova (AD)
In a Grown-Up Way
Renault launched the all-new Duster, the iconic crossover on the Russian market. The TA is Russian 40+ men: masculine, straightforward, respecting maturity, and feeling like they are in their prime. They are still true to their genuine values, full of enthusiasm, and consider their age an advantage, letting themselves achieve more. The same goes for the new Renault Duster. It's still thirsty for adventures, but from now on, it handles them as never before, in a grown-up way.
#6
Some Concepts
#6
Some Concepts
Clients
Clients
Awards
Awards
Gold / 2022
Silver / 2022
Short / 2022
Bronze / 2021
Bronze / 2020
Silver / 2022
Short / 2022
Bronze / 2021
Bronze / 2020
Finalist / 2020
Finalist / 2019
Finalist / 2017
Finalist / 2019
Finalist / 2017
#2 in the Overall Rating / 2018
#2 in the
National Young Creative Rating / 2018
National Young Creative Rating / 2018
Bronze / 2016
Gold in Digital / 2016
Gran Prix & Gold / 2016
Gold / 2016
2nd place / 2015
Effie (RU)
Young Lions (FR)
Young Glory (CA)
Young Peak (RU)
Young Stars (KR)
Young Mercury (RU)
LimeFest (RU)
Pora Fest (RU)
StarForceBBDO
Gold / 2022
Silver / 2022
Short / 2022
Bronze / 2021
Bronze / 2020
Silver / 2022
Short / 2022
Bronze / 2021
Bronze / 2020
Finalist / 2020
Finalist / 2019
Finalist / 2017
Finalist / 2019
Finalist / 2017
#2 in the Overall Rating / 2018
#2 in the
National Young Creative Rating / 2018
National Young Creative Rating / 2018
Bronze / 2016
Gold in Digital / 2016
Gran Prix & Gold / 2016
Gold / 2016
2nd place / 2015
Effie (RU)
Young Lions (FR)
Young Glory (CA)
Young Peak (RU)
Young Stars (KR)
Young Mercury (RU)
LimeFest (RU)
Pora Fest (RU)
StarForceBBDO
Resume
Rezidence: Russia
Languages: English (C1), Russian (Native)
Languages: English (C1), Russian (Native)
Young Capital (ex. VMLY&R)
Creative Group Head, Senior Copywriter / Apr 2023 — present
— Major clients: Gazprom G-Drive (car fuel), VTB (bank), Alpen Gold, Milka, and new business.
— Delivered an ambitious 360-campaign devoted to autosport for G-Drive.
— Have been working on more than 20 tenders (fashoin, FMCG, baby food, QSR, petroleum products, etc).
Creative Freelancer
Jan 2021 — present
— Won a G-Drive's tender for long-term service with an campaign idea “Be the first”.
— Won a Samokat's (a grocery delivery service) tender for a 360-campaign ("Samoquality", "Самокачество"). Created an awarded project "Outrun a courier" (+150K new users, expectations exceed. by 35,8%).
—Won an Eldorado's (a chain of consumer electronics stores) tender for a digital campaign.
— Made more projects which are under NDA.
Leo Burnett, Russia
Creative Group Head / Oct 2021 — Dec 2022
— Major clients: VIT (ex McDonald's), Sber, Oreo, AB InBev, X5 Retail Group, Renault.
— Delivered over 20 projects as a Group Head (incl. 2 campaigns for X5 Retail, 2 campaigns for Sber, 5 campaigns for VIT, 2 campaigns for PepsiCo, 4 pitches, 1 for Oreo, etc.)
— Led pitching, creation, and production of Sber's 360-campaign for self-employed, including video shooting.
— Contributed to the victory in the major e-com tender for Pepsi & Ozon.ru, led the creative part of the agency's proposal.
Leo Burnett, Russia
Copywriter, Sr. Copywriter / Dec 2016 — Dec 2022
— Major clients: McDonald's, Renault, Audi, Sber (ex Sberbank), PepsiCo, Nescafe Classic, Nescafe 3in1, Baltika Beer, Zilart Estate, etc.
— Pitches won: Sber Ecosystem, Sber Credits, Imunele (PepsiCo), McDonald's McCafe, Audi e-tron, Renault Duster, Samokat Delivery.
— Delivered over 40 projects as a copywriter.
— Awards earned: 2 x Effie Bronze for McDonalds, 4 x Effie Shortlists for various clients, 3 x Young Lions Finalist, #2 Young Glory, #2 National Young Creatives Rating.
MADS Creative Courses, Russia
Tutor, Creative Lead / Dec 2021 — Apr 2023
—Festivals: D&AD New Blood, Young Ones (One Show), Future Lions.
— 12 creative sprints led, 14 briefs cracked, 20 festival cases directed, 35 students mentored.
— In just 4 months I guide students through the whole process of conceptual thinking. Thus, at the end of a course, each creative team has several cases we all can boast about.
Grey, Russia
Jr. Creative Copywriter / May 2016 – Dec 2016
— Major clients: Volvo, Cadillac, Chevrolet, Gillette.
— Wrote an atypical copy for Volvo that took a place on the first spread of GQ hard copy.
— Won Bronze at Young Stars in S. Korea.
BBDO, Russia
Jr. Creative Copywriter / Oct 2015 – Mar 2016
— Created OOH, radio, digital and special projects.
— Won 2nd place in an internal creative festival.
Creative Group Head, Senior Copywriter / Apr 2023 — present
— Major clients: Gazprom G-Drive (car fuel), VTB (bank), Alpen Gold, Milka, and new business.
— Delivered an ambitious 360-campaign devoted to autosport for G-Drive.
— Have been working on more than 20 tenders (fashoin, FMCG, baby food, QSR, petroleum products, etc).
Creative Freelancer
Jan 2021 — present
— Won a G-Drive's tender for long-term service with an campaign idea “Be the first”.
— Won a Samokat's (a grocery delivery service) tender for a 360-campaign ("Samoquality", "Самокачество"). Created an awarded project "Outrun a courier" (+150K new users, expectations exceed. by 35,8%).
—Won an Eldorado's (a chain of consumer electronics stores) tender for a digital campaign.
— Made more projects which are under NDA.
Leo Burnett, Russia
Creative Group Head / Oct 2021 — Dec 2022
— Major clients: VIT (ex McDonald's), Sber, Oreo, AB InBev, X5 Retail Group, Renault.
— Delivered over 20 projects as a Group Head (incl. 2 campaigns for X5 Retail, 2 campaigns for Sber, 5 campaigns for VIT, 2 campaigns for PepsiCo, 4 pitches, 1 for Oreo, etc.)
— Led pitching, creation, and production of Sber's 360-campaign for self-employed, including video shooting.
— Contributed to the victory in the major e-com tender for Pepsi & Ozon.ru, led the creative part of the agency's proposal.
Leo Burnett, Russia
Copywriter, Sr. Copywriter / Dec 2016 — Dec 2022
— Major clients: McDonald's, Renault, Audi, Sber (ex Sberbank), PepsiCo, Nescafe Classic, Nescafe 3in1, Baltika Beer, Zilart Estate, etc.
— Pitches won: Sber Ecosystem, Sber Credits, Imunele (PepsiCo), McDonald's McCafe, Audi e-tron, Renault Duster, Samokat Delivery.
— Delivered over 40 projects as a copywriter.
— Awards earned: 2 x Effie Bronze for McDonalds, 4 x Effie Shortlists for various clients, 3 x Young Lions Finalist, #2 Young Glory, #2 National Young Creatives Rating.
MADS Creative Courses, Russia
Tutor, Creative Lead / Dec 2021 — Apr 2023
—Festivals: D&AD New Blood, Young Ones (One Show), Future Lions.
— 12 creative sprints led, 14 briefs cracked, 20 festival cases directed, 35 students mentored.
— In just 4 months I guide students through the whole process of conceptual thinking. Thus, at the end of a course, each creative team has several cases we all can boast about.
Grey, Russia
Jr. Creative Copywriter / May 2016 – Dec 2016
— Major clients: Volvo, Cadillac, Chevrolet, Gillette.
— Wrote an atypical copy for Volvo that took a place on the first spread of GQ hard copy.
— Won Bronze at Young Stars in S. Korea.
BBDO, Russia
Jr. Creative Copywriter / Oct 2015 – Mar 2016
— Created OOH, radio, digital and special projects.
— Won 2nd place in an internal creative festival.
Mads Courses
2023
AI and Creativity
"Wordshop" Academy of Communications
2015 – 2016
Diploma in Creative Copywriting
MSU of Psychology & Education
2006 – 2011
Diploma in Social Psychology
2023
AI and Creativity
"Wordshop" Academy of Communications
2015 – 2016
Diploma in Creative Copywriting
MSU of Psychology & Education
2006 – 2011
Diploma in Social Psychology
Contact
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Meanwhile check out the music I make with my band Jambory.