I’m the one who gets sh*t done.
I’m not one of them.
that live for ad awards
and shiny case studies.
and shiny case studies.
Hi, I’m
*Though yeah — I’ve got a couple
of Effie Awards, too.
30
years being
an X-Men fan
an X-Men fan
EX:
BBDO / DDB / LeoBurnett / TBWA
BBDO / DDB / LeoBurnett / TBWA
15 years
in advertising
5 years
doing stand-up
2 years
teaching storytelling
sleep is overrated
Moscow win the Rostelecom pitch — Russia’s biggest telecom — in three days.
Or a holiday campaign for Barny that sold out creativity kits across Russia — in one season.
Or a holiday campaign for Barny that sold out creativity kits across Russia — in one season.
Clients, agencies,
and productions usually reach out to me when they’re in deep shit there are only a few days left — and no creative idea in sight. That’s when I deliver. Like when I helped Ogilvy
and productions usually reach out to me when they’re in deep shit there are only a few days left — and no creative idea in sight. That’s when I deliver. Like when I helped Ogilvy
...and traveled through
65 countries, learning about
65 countries, learning about
different cultures
along the way.
along the way.
I’ve seen things worked with clients and agencies here:
I’m a copywriter with international experience across global markets.
Some of
Feast your eyes
Look at this awesomeness:
My ultimate fave #2
Result:
The campaign sparked nationwide buzz and established eBay as Russia's go-to destination for finding anything — driving a successful platform launch in one of the world's largest emerging markets.
The campaign sparked nationwide buzz and established eBay as Russia's go-to destination for finding anything — driving a successful platform launch in one of the world's largest emerging markets.
Idea:
In 2013, Russia didn’t have a marketplace of this scale. To show that eBay could become the go-to place to find anything, we sourced every single prop for the campaign video directly from eBay.
In 2013, Russia didn’t have a marketplace of this scale. To show that eBay could become the go-to place to find anything, we sourced every single prop for the campaign video directly from eBay.
Task:
Announce eBay’s launch in Russia and show all the advantages of the platform.
Announce eBay’s launch in Russia and show all the advantages of the platform.
Ebay
The result:
Becherovka gained a whole new 20–35 audience
— and the campaign won an Effie for effectiveness.
Becherovka gained a whole new 20–35 audience
— and the campaign won an Effie for effectiveness.
The idea:
We went straight to their turf — and posted job listings. Not your typical ones: we were hiring sky observers, campfire specialists, and toast coordinators. Listings ran on major professional platforms across CEE, lifestyle media, and social — anywhere an overachieving workaholic might be scrolling.
We went straight to their turf — and posted job listings. Not your typical ones: we were hiring sky observers, campfire specialists, and toast coordinators. Listings ran on major professional platforms across CEE, lifestyle media, and social — anywhere an overachieving workaholic might be scrolling.
The challenge:
Reach young professionals who put work above rest —
and remind them that life’s more than deadlines. Reintroduce them to Becherovka a traditional Czech herbal liqueur.
Reach young professionals who put work above rest —
and remind them that life’s more than deadlines. Reintroduce them to Becherovka a traditional Czech herbal liqueur.
Becherovka
The result:
The kits sold out completely in major cities across Russia and other post-Soviet countries.
The kits sold out completely in major cities across Russia and other post-Soviet countries.
The idea:
We positioned the kit as a way for kids to create a heartfelt gift for their parents — using their imagination and our holiday set. The focus was on the joy of the process, not the end result — so that creativity (just like Barni) brings pure delight.
We positioned the kit as a way for kids to create a heartfelt gift for their parents — using their imagination and our holiday set. The focus was on the joy of the process, not the end result — so that creativity (just like Barni) brings pure delight.
The challenge:
Promote Barny’s Christmas edition, featuring a festive creativity kit for kids.
Promote Barny’s Christmas edition, featuring a festive creativity kit for kids.
Barny
Result:
Chicken wraps and sandwiches sold out in most of Moscow and St. Petersburg locations during the first month of the campaign.
Chicken wraps and sandwiches sold out in most of Moscow and St. Petersburg locations during the first month of the campaign.
Solution:
We focused on the insight that you can never really guess someone else's taste. So instead of guessing, McDonald’s simply expanded the menu — now there's something for everyone.
We focused on the insight that you can never really guess someone else's taste. So instead of guessing, McDonald’s simply expanded the menu — now there's something for everyone.
Objective:
Announce that McDonald’s now offers sandwiches and wraps not only with beef, but also with chicken.
Announce that McDonald’s now offers sandwiches and wraps not only with beef, but also with chicken.
McDonald's
- Co-developed the book concept and overall creative vision
- Co-directed art direction for the Book and campaign visuals
- Wrote copy inside the book and developed advertising campaigns around the launch — from crowdfunding pitch to promo materials
- Raised $2.3M against a $100K goal (23x). The Book became a bestseller on Amazon, in Europe, and Japan, now translated into 5 languages
- Snuck in a few Easter eggs — including a Hypnotoad in one of the "serious" illustrations. No regrets.
The Book: The Ultimate Guide to Rebuilding Civilization
yep — the Amazon and European bestseller
- Enjoyed every second of the ride
- Helped the brand find its storytelling style
- Wrote all the copy across the full product lineup
- Developed a creative strategy to promote both the products and the employer brand
- Shaped product concepts from brief to launch
- Created a recognizable, scalable Tone of Voice
Hungry Minds Publishing
My ultimate fave
Clean+ cosmetics
Hungry Minds Publishing
Mangup Winery
To My Skin cosmetics
Elite Merit, real estate llc
naming, concept development, and on-site build:
Stuff
I slay
I slay
doesn’t have to be
a 3-day panic — I’m cool with sane deadlines too!
a 3-day panic — I’m cool with sane deadlines too!
Coffee (better than Starbucks*)
Make all of the above funny
Copy: from slogan to landing page
Teach storytelling
Develop an awesome Tone of Voice for a brand
Develop strategy, visual direction,
and scripts for Reels and TikToks
Create a brand platform — with the visual identity to match
Write and art direct a commercial — from script to screen
Come up with a 360° ad campaign
I do stand up
*But let’s be honest, that’s not hard.
I have a scar on my face from being kicked by a pony
I help brands find their Tone of Voice — and honestly,
it’s the most fun I’ve had as a copywriter
it’s the most fun I’ve had as a copywriter
I’ve been to 27 Burning Man events
I teach storytelling, run a blog where I tell stories and honestly, storytelling is pretty much my religion
I biked my way through all of South America
(Still plotting my revenge)
(including regional Burner gatherings)
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You should treat yourself sometimes too. Seriously.
You should treat yourself sometimes too. Seriously.