Archive / 2011—2026
Projects and communication systems
Four detailed case studies spanning a brand’s cultural territory, an in-house editorial team, commercial SMM and a special project built from the ground up.
01Wine & lifestyleMantra EstateWine & lifestyle
Mantra Estate
A wine brand as a cultural environment
One communication system — from the brand voice to events and special projects.
Open case study
02MusicIMGMusic
IMG
A communication system for a music holding company and its artists
+75% Instagram* engagement in six months, with no external advertising budget.
Open case study
03Fashion / e-commerceCONSOFashion / e-commerce
CONSO
Social media as a fully-fledged sales channel
ROMI above 300% and 260% sales growth through an integrated content and analytics system.
Open case study
04Community & eventsneTREZVYECommunity & events
neTREZVYE
A community at the intersection of wine, culture and intellectual dialogue
An existing club concept evolved into a coherent positioning and a unified online and offline communication system.
Open case study* Instagram is a product of Meta Platforms Inc., whose activities have been recognised as extremist and prohibited in the Russian Federation.
Crisis projects / Pandemic
Projects created in a time of crisis
When familiar fundraising models came to a halt, the task was not simply to move the foundation online. We needed to create new products that were useful to people, sustainable for the foundation and organic to its expertise.
In-house fundraising platform
MediaDonors
The project brought together around 300 celebrities and media personalities who promoted partner products, with part of the revenue donated to the Butterfly Children Foundation. Restrictions on offline fundraising became an opportunity to build a scalable support model.
Personal video greeting service
MD Video
A direct connection between public figures and their audiences became a clear digital product. The customer received a personal video, while the foundation gained a new source of funding independent of physical events.
A media platform that grew into an educational school
SkillForSkin
The foundation’s dermatology expertise was opened to a wider audience living with acne, eczema and other skin conditions. Accessible expert content came first; an educational school grew from the media platform later.
Beyond a single format
Over the years, I have created events of many scales, creative mailers and brand identities, and led website development, shoots and digital products. The formats changed; the approach remained the same: see a constraint as an opportunity for a new solution.
New project