THESE ARE THE WORKS
I LOVE
THE MOST.
I LOVE
THE MOST.
SberMarket, a grocery and meal delivery service, rebranded in July 2024 and became Kuper I was lucky to be part of the team that developed the rebranding ad campaign. The campaign included a TV commercial, radio ads, OLV, digital media, tons of outdoor ads, and a dozen special projects. I personally worked on writing the scripts for the TV, OLV, and radio spots. Kuper's main USP became its ability to know all the best stores in your neighborhood. The concept of the commercial played on this hyper-local aspect of the service. We showed how news about SberMarket’s new name spreads like wildfire across the neighborhood. All the characters in the ad repeat just one phrase: «SberMarket is now Kuper!»
The TV-commercial shows three moments: a holiday without Kuper, a holiday with Kuper, and a holiday where Kuper brings gifts.
In the story, a couple is having dinner. The mood is dull — the evening doesn’t feel special. Then Kuper steps in: a courier delivers tasty food, decorations, and even a treat for the pet.
The dinner turns into a real celebration — with laughter, good food, and a warm atmosphere. The message is simple: with Kuper, any holiday can feel brighte
In the story, a couple is having dinner. The mood is dull — the evening doesn’t feel special. Then Kuper steps in: a courier delivers tasty food, decorations, and even a treat for the pet.
The dinner turns into a real celebration — with laughter, good food, and a warm atmosphere. The message is simple: with Kuper, any holiday can feel brighte
"Top or Not?"
As a freelance creator, I collaborated with the agency XSylem to develop the advertising campaign "TOPDROPS" for the launch of new merch by FONBET in partnership with the football team 2DROTS. My role was to create scripts and storyboards for four videos that depicted surreal events during a football training session. Each video served as a teaser for a new, unique drop from 2DROTS and FONBET. Glitching static frames, players transforming into 3D scans, complete chaos—everything flickers and distorts, building anticipation for the TOPDROP.
As a freelance creator, I collaborated with the agency XSylem to develop the advertising campaign "TOPDROPS" for the launch of new merch by FONBET in partnership with the football team 2DROTS. My role was to create scripts and storyboards for four videos that depicted surreal events during a football training session. Each video served as a teaser for a new, unique drop from 2DROTS and FONBET. Glitching static frames, players transforming into 3D scans, complete chaos—everything flickers and distorts, building anticipation for the TOPDROP.
"Every day is super — your order delivers Kuper ! And again!" In the ad, we portrayed the life of a young woman as if she’s living in a Groundhog Day loop: she wakes up, works, and takes care of daily chores. But instead of feeling monotonous or dull, her routine is upbeat and joyful. Why? Because every day, Kuper arrives with her orders, amazing discounts, and cashback deals, all in celebration of Black Friday. Campaing included TV, OLV, radio, DOOH.
What can you order from Kuper? Honestly, almost anything. The goal of this campaign was to show users that Kuper isn’t just for ordering food—it’s also for a wide range of other products. The ad is made up of several sketches: different apartments, different characters, and different needs. No matter the situation, Kuper comes to the rescue, delivering exactly what each person needs.
"BRIGHTER 2" is a documentary film that continues the series about a new generation of russian musicians. It’s made up of four separate stories featuring DVRST, Vanya Dmitrienko, Asiya, and the creative collective RNDM Crew (Alexey Rozhkov, OG Buda, 163onmyneck, MAYOT, and Toxi$). Each artist shares their own perspective and experience to reveal what the word "artist" means to them. The concept of the film is inspired by Dogville. The main setting is a minimalist space made up of the artists' rooms, each filled with elements that reflect their unique personalities. All the rooms are connected by a large stage, which transforms and adapts based on the artist performing on it.
«He’ll bring you anything you want under the tree this New Year» — this line kicks off the New Year’s commercial for the delivery service Kuper. The ad highlights the similarities between Kuper’s couriers and Santa Claus: they both deliver gifts, spread holiday cheer, and are eagerly awaited in every home. A rhyme recited by neighborhood residents plays in the background, and it could just as easily apply to Santa as to Kuper, reinforcing the metaphor. Campaing included TV, OLV, radio , DOOH.
Kosta Lacosta is a famous russian pop-music artist. The music video for "Dozhdi" was created as part of the "PROSTOR" competition, where young creative teams get the chance to shoot videos for well-known artists. I worked as a creative consultant for the winning team: helping them develop the concept, write the script, select fitting references, and craft a cohesive story
— Can we write a rap about kebab?
— Yeah, no sweat
A TV-commercial dedicated to the start of picnic season for SberMarket, a service that delivers food from stores and restaurants. This video was made from scratch in two weeks , but still went viral becuase of the catchy song. Cringe? Yeah, that was the whole point. Love the song I've made up though
— Yeah, no sweat
A TV-commercial dedicated to the start of picnic season for SberMarket, a service that delivers food from stores and restaurants. This video was made from scratch in two weeks , but still went viral becuase of the catchy song. Cringe? Yeah, that was the whole point. Love the song I've made up though
At the Frans Snyders exhibition at the Pushkin Museum, we designed an AR quest that brought still-life paintings to life. Visitors were invited to find and scan specific products hidden in the artworks. Once all items were collected, the app unlocked a recipe for a traditional Flemish dinner — along with a discount to order the full set of ingredients through the Kuper app.
KUPER
The First Kuper in the Neighborhood
Special project // 2025
We decided to show people in Moscow and St. Petersburg who really brings their orders — not actors from ads, but the real couriers working in their own neighborhoods every day.
In our special project «The First Kuper in the Neighborhood», we asked people on social media and in local Telegram channels to rate their couriers after deliveries. The top-rated couriers were then photographed and featured on billboards — placed right in the very districts where they usually deliver.
This way, we gave a well-deserved spotlight to real couriers, showed locals the human side of Kuper, and at the same time introduced a new feature.
In our special project «The First Kuper in the Neighborhood», we asked people on social media and in local Telegram channels to rate their couriers after deliveries. The top-rated couriers were then photographed and featured on billboards — placed right in the very districts where they usually deliver.
This way, we gave a well-deserved spotlight to real couriers, showed locals the human side of Kuper, and at the same time introduced a new feature.
KUPER
Barbecue billboard
Special project // 2025
Kuper made a billboard you can smell! At the Flacon design factory in Moscow, we set up a barbecue banner that spread the aroma of grilled meat all around. Walk past it, and you instantly feel like packing up, calling your friends, and heading out of town for a May Day cookout.
MTS MUSIC x OBLADAET
New album promo
Promo campaign // 2023
In November 2023, popular grime artist Obladaet released his new album, «PLAYERS CLUB 2».To draw attention to the release, he wanted to create an unconventional promo campaign.
On the release day, a branded bus drove around St. Petersburg, Obladaet’s hometown. Inside the bus were the artist himself and various artifacts featured in his music videos and mentioned in his tracks. This turned the bus into a mobile museum dedicated to the rapper. Fans had the chance to win a ride on the bus by downloading the MTS Music app.
On the release day, a branded bus drove around St. Petersburg, Obladaet’s hometown. Inside the bus were the artist himself and various artifacts featured in his music videos and mentioned in his tracks. This turned the bus into a mobile museum dedicated to the rapper. Fans had the chance to win a ride on the bus by downloading the MTS Music app.
SBERMARKET'S
New name reveal
DOOH special project // 2024
A few days before the rebranding, outdoor billboards appeared in 5 major cities across Russia with the phrase: «SberMarket is now...»
The final word was blurred, creating organic buzz around the billboards. On the day of the rebranding, the blur was removed from all the billboards, revealing SberMarket's new name — Kuper.
The final word was blurred, creating organic buzz around the billboards. On the day of the rebranding, the blur was removed from all the billboards, revealing SberMarket's new name — Kuper.
PAYME
Mahalla
ESG special project // 2022
Gosh, I love this one!
Payme is an Uzbek fintech company that serves as a replacement for traditional banking apps in Uzbekistan. By 2022, Payme users had accumulated a lot of bonus points they weren’t spending. We needed to come up with a way for users to spend these points meaningfully. The solution was a charitable platform styled as a web game, allowing users to donate their points to improve schools in Uzbekistan’s regions. The game was so successful that Payme ran it eight times, each time raising funds for different schools across the country. Thanks to this project, over 14,000 school students in Uzbekistan received support. The game was named Mahalla, which means "community" in Uzbek.
Payme is an Uzbek fintech company that serves as a replacement for traditional banking apps in Uzbekistan. By 2022, Payme users had accumulated a lot of bonus points they weren’t spending. We needed to come up with a way for users to spend these points meaningfully. The solution was a charitable platform styled as a web game, allowing users to donate their points to improve schools in Uzbekistan’s regions. The game was so successful that Payme ran it eight times, each time raising funds for different schools across the country. Thanks to this project, over 14,000 school students in Uzbekistan received support. The game was named Mahalla, which means "community" in Uzbek.
VK x STUDIO21
Force
Special project // 2023
VK wanted to create a collaborative project with the popular hip-hop radio station Studio21 as part of the educational platform PROSTOR. However, they weren’t sure what kind of concept would work for such a partnership. Together with an amazing creative team, I developed an educational program aimed at discovering new rap talents and teaching music management skills. To bring this to life, we asked well-known beatmakers to share their beats publicly, allowing anyone to write and record their own lyrics over them.
The top five candidates were given the chance to record their tracks in a professional studio alongside top-tier beatmakers and producers. Simultaneously, we hosted lectures by industry leaders covering music management and how to craft an artist’s image in the media.
The top five candidates were given the chance to record their tracks in a professional studio alongside top-tier beatmakers and producers. Simultaneously, we hosted lectures by industry leaders covering music management and how to craft an artist’s image in the media.
I’ve also frequently worked on concepts for short VFX videos. Yeah, most of them are goofy, but such content does work on social media! Over the past few years, I’ve developed around 70 concepts for such videos, with about 40 being brought to life. Here, I’ll share the ones I consider the most successful and mesmerizing.
I’ve developed concepts for similar videos both for celebrities like FollowMeTo and Sayonara Boy (Eldzhey) and for major brands like Binance, Visit Qatar, Mall of the Emirates, Etihad, and W Motors.
I’ve developed concepts for similar videos both for celebrities like FollowMeTo and Sayonara Boy (Eldzhey) and for major brands like Binance, Visit Qatar, Mall of the Emirates, Etihad, and W Motors.
LET'S MAKE SOMETHING GREAT TOGETHER 🪛