In-house · Multimedia Designer · 2019–2022
Ozon is the Amazon of Russia—the country's largest e-commerce platform, with a marketplace, its own delivery network, and operations across Russia, Belarus, and Kazakhstan. I was one of four designers on the in-house brand team, shipping a new seasonal campaign every three to four weeks: key visual, TV and YouTube animation, web and in-app assets, then the rollout across 60+ cities and 100-plus billboards per campaign.
Ozon is the Amazon of Russia, the country's largest e-commerce platform, with a marketplace, its own delivery network, and operations across Russia, Belarus, and Kazakhstan. I was 1 of 4 designers on the in-house brand team, shipping a new seasonal campaign every three to four weeks: key visual, TV and YouTube animation, web and in-app assets, then the rollout across 60+ cities and 100+ billboards per campaign.
840+
Total campaign assets
840+
Total campaign assets
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market.
The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for. Favorite headline: All the deals, right at your fingertips.
The work had to feel like the brand (human, alive, a little irreverent) and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 840+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market.
The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for.
The work had to feel like the brand—human, alive, a little irreverent—and still clear the local regulatory copy required on every out-of-home format. Over roughly fifteen campaigns that came to 800+ adapted pieces, each one legally compliant and visually consistent from Moscow to Novosibirsk. When Ozon crossed into Belarus in 2020, I built the first campaign for that market.
The approach worked. Contextual and display ads ran at 8–10% click-through, several times the category benchmark, with the strongest response from the 25–34 audience the campaigns were written for.
8–10%
Click-though rate for contextual ads
8–10%
Click-though rate for contextual ads
Art Direction
Motion Design
Out-of-Home
Digital Advertising
2019-2022
illy is a 100-year-old Italian coffee brand with a very settled visual language: red square, white script, warm Italian light. The brief was to say something new about the taste without saying anything new about the logo.
illy Experiences imagines the coffee as an altered state. Each roast is rendered as a sculptural form that shouldn’t exist—a bloom of gold and white for the light roast, a spiral of iridescent dark for the espresso—set against black and placed into the streets of old European cities. Futuristic objects on historic stone contrast in the image which in of itself has tension in the cup. Two lines carry the campaign—Join the Dark Side for the dark roast, Taste Something Higher for the light. Executions run from full building wraps to street posters and bus shelters. The red square never moves, but everything around it does.
Art Direction
Advertising Campaign
Out-of-Home
2021
Ad Campaigns
2020–2022
Ozon E-Commerce
4.6x organic traffic. 5.9x engagement time. 2.5x revenue. +70% podcast downloads. Built from zero as the company's first non-engineering hire — brand identity, design system, website, content, and the entire marketing function.