Tanya Ponømareva

Campaigns x CX

I am a multidisciplinary creative director with a decade of experience creating outstanding award-winning campaigns, products and services, based in Amsterdam.

Better Time Stories

Better Time Stories

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💙💛

💙💛

The war in Ukraine has affected many lives. The ones most harshly affected, though, are Ukraine’s children. As their parents are fighting on the frontlines, they’ve been sent far away across border lines. Torn away from their families, turning their whole world dark overnight.

Better Time Stories is a donation campaign that brings light back into the lives of Ukrainian children through the magic of storytelling.
You donate a pre-made set of five interactive books, where the stories can be recorded by a family member in Ukraine. 
As refugee child opens the book every time, they are greeted by the familiar voices of their parents or grandparents reading to them.

Each storybook comes in dual languages: Ukrainian and the language of the country where the children seek refuge. 
This helps them cope with new surroundings while also developing new language and listening skills.

 Your donation provides one Ukrainian refugee family a welcome set of these five books, while also giving Ukrainian children a ray of hope for a better tomorrow.

It's a project that is very dear to me personally, being affected by the war. Please, visit our website and see how you can help:
https://www.bettertimestories.com

Client: Better Time Stories
Agency: Boomerang. Part of Publicis Groupe
Production: shelter.film (Ukraine)
Film Director: Anna Kopylova
DOP: Lena Chekhovska

Heineken Silver 🏆🏆🏆

Heineken Silver 🏆🏆🏆

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Screengrab yours

Screengrab yours

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Meta fresh

Meta fresh

Heineken Silver. The world’s first virtual beer is here.

Brewed with pixels and not yeast, Heineken Silver is setting its sights on bringing that element into the metaverse.

You ask why? Poking fun at its own product, Heineken speaks ironically and self-confidently about digital marketing in 2020.

Bram Westenbrink, Global Head of Heineken Brand, said: "Our new virtual beer, Heineken Silver is an ironic joke. It is a self-aware idea that prompts fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world.”

In the real world, Heineken is known for its uncompromising quality, refined from decades of brewing innovation. Now, the same brewing expertise that made the world-famous beer is undergoing a high-tech transformation to take on the metaverse, one pixel at a time.

I was a Social CD on this project running the asset production and the 3D can development together with Isobar (U.S) and Snapchat.
This case was shortlisted in Cannes, and got one silver in Digital craft, one silver in Social, one bronze in Social, and one silver in Brand Experience.

Client: Heineken Global
Agencies: Publicis Milan, Le Pub, Boomerang. 
Production: Isobar x Boomerang
Market: worldwide 🌎

#UnMuteUs 🏆🏆🏆

#UnMuteUs 🏆🏆🏆

UnMute protest

UnMute protest

On Friday, the 13th of September 2021, The Dutch government cancelled summer music festivals being afraid of another spike in coronavirus infections, despite the promise they made at the beginning of summer.
Other large events, such as the Formula 1 in Zandvoort were allowed to go ahead. The already ravaged events sector pushed back.

A couple of hours before Mark Rutte announced another wave of restrictions, Apenkooi briefed us on the concept that would ignite people for a peaceful protest and address the issue not being heard.
Within an hour, we have proposed the #UnMuteUs campaign which includes a slogan and a dynamic logo that works for all sub-brands. The concept was so simple and clear that even people could recreate protest posters themselves.

Later in the evening, #UnMuteUs became a viral social campaign and transformed into the biggest demonstration in the Netherlands.
Six marches were organized through six major Dutch cities. Over 500,000 people attended… and the industry signed a petition forcing the government to take notice.

A single thought of #UnMuteUs evolved into the biggest movement Netherlands has ever seen for the last twenty years. 

This idea was nominated at the prestigious Dutch award shows including SAN and Esprix Awards in 2022.

Credits: Boomerang Agency
Design: Dennis Vernooij
Client: Evenementenbranch/Apenkooi 

Market: 🇳🇱

Adobe tools x Keith Haring project 

Adobe tools x Keith Haring project 

Adobe x Keith film 🏆🏆🏆

Adobe x Keith film 🏆🏆🏆

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Adobe x Keith making of 

Adobe x Keith making of 

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Keith Haring was more than an artist. He used his deceptively simple style to fight stigma, challenge perceptions and ultimately, make the world a better place.

Adobe’s collaboration with The Keith Haring Studio seeks to hand over Keith’s baton to a new generation of creatives — to make art for positive change. In these unprecedented times, that mission is more relevant than ever.

In partnership with The Keith Haring Studio x Adobe, we’ve set a mission to inspire a new movement of art for positive change.
As part of this new campaign “Creativity For All”, Adobe has digitised Keith’s most democratic lines. Not just fancy brushes but his favourite marker, piece of chalk, graffiti paint and integrated into Photoshop, Illustrator and Fresco — to empower a new generation of makers to continue his legacy.

Everyone has a cause they care about. Like Keith used his simple lines to spread messages of hope, unity and love. To share this mission and to introduce Keith's tools, we produced an animated film. It aims to inspire creativity and encourage unity in these times of uncertainty. 

I am horned to be the creative lead for this project and champion the production process together with Claire IJsbrandij, and Dima aka @daltonizm_ as the lead illustrator. This case won numerous awards for Film Craft category, including recent shortlist and a Bronze Award Eurobest. 

Campaign link: https://creativecloud.adobe.com/discover/article/keith-haring

Credits: dentsuACHTUNG x Bakehouse Production x Antfood Audio Studio.

Client: Adobe x Keith Haring Studio (Artestar NYC).

Market: worldwide 🌎

Adobe x Lukomorye making of

Adobe x Lukomorye making of

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Adobe x Lukomorye mural

Adobe x Lukomorye mural

The creative underground scene in Russia is vibrant and fascinating but news channels don't cover modern art. What comes to the Western world is politics, and it's usually pretty bad.

At the same time, bright and talented Russian artists stay underrepresented and are also chased by the government for their hidden political agenda.

Thankfully, there's one creative tool we use all around the world equally, and it's called Adobe Creative Cloud.

To give Russian artists the stage they deserve, we collaborated with Adobe and reimagined the famous Pushkin's fable “Lukomorye”.
We briefed artists to execute each chapter of the story in their own style, reflecting on the current regime in Russia.

A diverse group of artists worked collaboratively, continuing each other work. With Adobe tools, they could speak freely and openly, quickly getting attention and support from the Western world.

Together we fought the stereotypes and biases about Russian people and culture, showing the country through the creative lens. And at the same time helped artists to get the recognition they deserve, publishing work at Adobe's main webpage.

I am honoured to be the sole author of the project and lead the execution both at the agency and in production.

Project link: https://www.adobe.com/ru/products/photoshop/open-lukomorye.html

Agency: dentsuACHTUNG

Production: Bakehouse

Market: 🇪🇺 🇷🇺

Beyond Meat | Sor's  🎬

Beyond Meat | Sor's  🎬

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Beyond Meat | Serge  🎬

Beyond Meat | Serge  🎬

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Beyond Meat | Sky  🎬

Beyond Meat | Sky  🎬

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Social stories

Social stories

Beyond Meat is not just leading the plant-based meat industry but transcending the category as an essential brand in pop culture.

We collaborated with the brand to find authentic true stories, genuine insights, and personal motivations to create the first social campaign in Europe.

Instead of writing stories, we went on a journey looking for them. 
We found a Paralympic champion @alice__tai, an artist @younggsor, a skateboarding medallist @skybrown, an entrepreneur @nonokonopka and a professional football player @sergegnabry.

Their stories of 'Going Beyond' resonated with us on a deeper level and inspired us to create motivational videos, so together we can encourage others to join our movement and sustainably feed for a better future.

As a Creative Director at Boomerang, I have worked on the concept together with my Sr. Creative team. We have launched the Go Beyond campaign in the EU, finding the right brand representatives, the brand style, crafting the videos, and supervising the entire production process.

Brand: @beyondmeateu #GOBEYOND
Agency & Production: Boomerang
Creative team: Frank Visser & Glenn Da Silva
Film director: Safi Graauw
Film editor: Kevin Camphuis

Markets: 🇳🇱 🇩🇪 🇬🇧

Zero Malaria film 🏆🏆🏆

Zero Malaria film 🏆🏆🏆

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zeromalaria.org

zeromalaria.org

Despite historic progress over recent decades, a child still dies from malaria every two minutes. Young people across Africa are coming together to demand fresh action to end malaria in a generation.

In this film, we have featured the mission to stop malaria and draw attention to the cause.

To develop the campaign, we collaborated with Laolu 'NYC’ Senbanjo to create symbols and patterns, knowing that stripes are known to protect it from blood-sucking insects, as well as acting as camouflage.
As an artist, Laolu has brought cultural body painting and contemporary patterns to the world’s attention, working with global stars like Lupita Nyong’o, Eliud Kipchoge, Serena Williams, David Beckham and Beyoncé.

This was an agency pro-bono project where many creatives contributed at different stages. I played the role of concept developer at the ideation stage, crystallizing the overall theme, finding the right tone of voice, the name of the campaign, and developing the storyline together with Daniel Bunde-Pedersen.
The production part was supervised by Claire IJsbrandij and Daniel Sytsma.

Credits: dentsuACHTUNG x Malaria No More (NGO).

Market: worldwide 🌎

Porsche Pre-Roll  🎬

Porsche Pre-Roll  🎬

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Porsche | Lading Page

Porsche | Lading Page

How to launch a smart tactical campaign to promote Porsche Macan S test drive among successful businessmen in the Netherlands?
We started with the question: "How successful people have achieved the triumphs?"
Analysing data, we found an intriguing insight. Most of our audience – if not all – are said to be early risers. The world-famous executives start their day before most of us are even awake. Apple's CEO Tim Cook starts his mornings at 3:45 AM, and Ellevest's CEO Sallie Krawcheck wakes up at 4 AM. Michelle Obama and Anna Wintour wake at 5 AM as well.
It’s arguably the most productive time of the day, according to The Wall Street Journal, because it allows you to tackle tasks before distractions arise.
This led us to the idea to launch the 5 AM test drives to get the most out of the Macan S and the most out of your day. Drive when the roads are empty, the sun is rising and the rest of the world is still asleep.
As a senior creative, I was responsible for leading the creative process from A to Z.

Agency: dentsuACHTUNG! Brand: Porsche PON | DOP: Roderik Patijn x Soulvizion. 

Market: 🇳🇱

Designed to enliven film  🎬


Designed to enliven film  🎬


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Porsche | Teaser

Porsche | Teaser

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Porsche | Games overview

Porsche | Games overview

Porsche has always been revolutionary, and it’s first electric car has taken that to a whole new level. To help people prepare for the revolutionary qualities of the Taycan, we used machine learning to pit humans against self-learning machines in different challenges to prepare for sportive electric driving.

Using Machine Learning, we taught robots to play three games we developed, that would test humans on the same qualities that make the Porsche Taycan the best in its field; focus, spatial awareness, and speed.

For every skill, a mobile challenge was created, where you compete against a self-learning machine. The three challenges are housed on a mobile site that explains more about the Taycan through the three machines. Over time, the machine’s capabilities improve, making it harder and harder to beat.

I participated in this project a senior creative, jumping in the middle of the conceptualising part and finishing the post-production, closely working with the experience design team.

The following film was done with the Porsche team internally.

Project link: taycan.porsche.nl/ available only for a mobile version.

More info: porsche-taycan-manvsmachine

Agency: dentsuACHTUNG!  Client: Porsche PON | Production: Superhero Cheesecake | Artbox > centre for creation.

Market: 🇳🇱

KPN | Super Wifi film

KPN | Super Wifi film

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When it comes to WiFi there is only one universal truth: it has to work. You want to be able to stream, Facetime and use the internet everywhere in the house. Particularly when you want to withdraw yourself for a moment to the corners of your house, away from your family. Especially your parents. Normal WIFI sometimes just isn’t enough, that’s why KPN introduces SuperWifi.

This simple story manifest one day in the life of a typical Dutch Suriname family where a young lady runs to the attic having an emotional need to connect with her friend and escape from her parents. Wheres the product becomes a practical and organic solution to support this emotional need we all had in life.

I played a role of an art-director on this project, supervising the concept development and production process. The script was written by Mark Muller.

All credits | Agency: dentsuACHTUNG! Brand: KPN | Production: CZAR | Film director: Kay Lindhout

Market: 🇳🇱

Branded content  🎬

Branded content  🎬

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Film lyrics:


Rooftops are shaking under the pressure of days

A shepherd in heaven herds the clouds

A city shoots its lights into the night

But strong is the night, great is her might

Those who got to bed, good night, good dreams

I've been waiting for this time and here it is

This time has come

Those who were silent started to talk

Those who've got nothing to wait, mount their horses

You won't catch up with them, no, not now

Those who got to bed, good night, good dreams

Neighbours come, they complain they hear hooves clicking

They can't fall asleep, it disturbs their dreams

Those who've got nothing to wait for take-off

And those who were saved - they are safe

Those who got to bed, good night, good dreams

How to tell a larger audience that energy drink can be beneficial not just in sports but in everyday life moments? To create an emotional connection with ordinary people, we produced a ‘lullaby’. 

We opened territory of 'night heroes' giving a spotlight to those who work during the night-time. Musical accompaniment is produced by Russian electronic DJ Mujuice. He provided a cover song of «Good Night» by Kino, the legendary Russian band. 

The remake was supervised by Yuri Kasparyan, one of the founders of Kino, and Alex, the son of Viktor Tsoi.

I was involved in this project as a senior creative in the concept development and strategy stage. The production stage was supervised by Lena Dernova and Timur Abdyusheev.

This case won 1 x gold, 2 x silver, 1 x bronze at Red Apple

Brand: Adrenaline Rush (PepsiCo) | Agency: Friends Moscow | Production: Fetish Film | Film Director: Murad Nogmov | DOP: Denis Firstov

Market: 🇷🇺

Pepsico x DJ Philipp film  🎬

Pepsico x DJ Philipp film  🎬

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Pepsico x DJ Mujuice film  🎬

Pepsico x DJ Mujuice film  🎬

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Pepsico x DJ Zabelin film  🎬

Pepsico x DJ Zabelin film  🎬

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We collaborated with the three most famous and talented DJs for an experiment and challenged them to get inspired by what they fear most. We recorded their heart rates at peak adrenaline moments and, using data from the monitors, DJs wrote the first soundtracks ever to be based on heartbeat amplitudes in their personal styles. 

After the experiment, we created the first compilation album on the heartbeat and used it to accompany videos that documented the adrenaline moments. 

As a senior creative, I was responsible for leading the creative process from A to Z. 

The work was done for Adrenaline Rush (PepsiCo) energy drink by Friends Moscow x STEREOTACTIC.

The Heartbeat project won Gold at Red Apple, 2018, Media Category. 

More info about the projects and results are here: https://heartbeatcase.ru/

Market: 🇪🇺 🇷🇺

PepsiCo | Restage 🏆🏆🏆

PepsiCo | Restage 🏆🏆🏆

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Pepsico x Ballerina film  🎬 

Pepsico x Ballerina film  🎬 

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For many years Adrenaline Rush targeted extreme sports community and was linked to the adrenaline moment situations.  The challenge was to create an emotional connection with ordinary people and change a perception of the brand for the masses.  

Producing the film, we dramatised the moment when the character was just in one second from taking action, a moment that frightened and inspired the hero to step forward.

As a senior creative, I was responsible for leading the creative process from A to Z. 

This case won several Effie Awards in 2017.

Brand: PepsiCo, Adrenaline Rush | Agency: Friends Moscow | Production: Stereotactic | DoP: Misha Hasaya | Film director: Noah Conopask

Market: 🇪🇺 🇷🇺

Nike Unlocks

Nike Unlocks

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Nike Unlocks / Interfaces

Nike Unlocks / Interfaces

Together with GoCream, we launched the first NikePlus Unlocks in Moscow, Russia.

A new membership feature appearing in the Nike App that upgrades experiences and access to the best of Nike by delivering on user’s wants and needs (which are determined by collecting and analysing members' unique shopping behaviour, activity and feedback across all Nike digital and physical touch points).

I was involved in this project as a creative lead to write, adapt, translate and prepare content for the application.

This work was completed on a freelance base GoCream powered by Nike.

Market: 🇪🇺 🇷🇺

adidas /// run to scroll

adidas /// run to scroll

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/// UX/UI 

/// UX/UI 

​/// UX/UI
​/// UX/UI

We were asked to promote the release of the new Adidas Alphabounce running sneakers, by highlighting their versatility that makes them fit for all kinds of runners.

In order to engage the target audience and establish the notion that the product fits perfectly no matter how or where you run, we built a website, the first of its kind, where users literally need to run in order to scroll the page. All along the "length" of this site, we placed one hundred pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first.
Various athletes and opinion leaders were invited to showcase the versatility of alphabounce shoes. In addition, we arranged a UGC-led photo shoot to show the entire range of the product's colour options.
Results: 106 000 unique visitors, 3,5 minutes average visit duration, 30 000 000 m total distance covered.
Agency: Friends Moscow.
Production: Bakehouse.

Yota telecom | social film  🎬 

Yota telecom | social film  🎬 

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Yota is a Russian mobile broadband services provider and smartphone manufacturer. Its DNA is the ability to change quickly. Yota is the only operator that implements solutions when people really need them. Yota doesn't offer ready-made packages but provides a constructor. It's an app that allows clients to choose how many gigabytes, minutes or unlimited messengers they need. We produced films that resonate with our target audience and show customer insights into how and where they might need to use our services.

As a senior creative, I was responsible for leading the creative process from A to Z, writing the scripts as a senior copywriter, creating films together with the art-director. The commercial won the gold and silver at ADCR awards in 2019.

Brand: Yota | Agency: Friends Moscow. 

Market: 🇪🇺 🇷🇺

Foxford | digital film  🎬

Foxford | digital film  🎬

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Foxford provides online lessons for kids to improve academic performance, the quality of knowledge on selected subjects, and to prepare for final exams.

The research showed that parents don't trust online education at all, and don't want to go for a risk if there's a traditional trustworthy option of having a tutor. Analysed the problem, we realised that all parents stress about their children successfully passing the exams. 

The commercial is formatted, so each scene complicates the previous one, and it's left for the parents to solve the entire equation. 

As a senior creative, I was responsible for leading the creative process from A to Z. The commercials won silver at Effie Awards, bronze at Russian Art Directors Club, 2017.

Brand: Foxford | Agency: Friends Moscow | Production: Hype | Film directors: Kinopravda.

Market: 🇪🇺 🇷🇺

Epica yogurt film  🎬

Epica yogurt film  🎬

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Epica | making of 

Epica | making of 

There are a set of standards for advertising dairy products and these norms impose rules for the whole category. To show that  Epica is more than just a yoghurt, we pushed the boundaries and challenged these stereotypes. 

We pushed boundaries literally, by using visual reception of ingredients jumping out, and transforming the scenes.

As a senior creative, I was involved in strategy development, identifying a creative way to launch a product, writing scripts, guiding the shoot, directing the post-production, iterating, and finally showing films to the world.

Agency: Friends Moscow | Local production: Fetish films | International production: Garlic | Film director: Fragmento Universo by Tessa Dóniga.

Market: 🇪🇺 🇷🇺

La Roche-Posay | digital film  🎬

La Roche-Posay | digital film  🎬

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La Roche-Posay laboratory has made skin cancer prevention a priority. As the partner of dermatologists all over the world, now they are in a stronger position than ever to help promote early detection. Our goal was to educate people that 90% of melanomas can be treated if detected in time, encourage them to become a Skin Checker. 

We created an educational platform based on the information about Skin Cancer prevention, using simple ABCDE test. 

I worked on this project with JAMI agency as an independent digital creative copywriter. I was involved in adapting these films to a local market, creating a digital platform, copywriting, and developing an overall ecosystem. This case won several international and local awards in 2016.

Brand: La Roche-Posay | Agency: JAMI | Production: Passion Paris 

Market: 🇪🇺 🇷🇺

Huggies film  🎬

Huggies film  🎬

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Moms have been instinctively hugging their babies since the beginning of time, and Huggies has always wanted babies to feel as comforted in our diapers as they do in their mother’s arms. No Baby Unhugged is a Huggies initiative created to help parents embrace the power of hugs and to help all babies get the hugs they need, even when Mom and Dad can’t be there. 

We got a brief to launch No Baby Unhugged campaign in Singapore and tell parents that a simple touch can be vital to a baby’s development. 

This work was done in collaboration with Canadian & Australian WPP offices while working at Wunderman Singapore.

I contributed to this project as a senior creative developing the idea and proposing it across markets, making sure all the elements come together as one campaign.

This case won D&AD Wood Pencil in 2017. Brand: Huggies (Kimberly-Clark) | Agency: Wunderman Singapore | Production: Hogarth (WPP)

Market: 🇦🇺 🇸🇬

Using Format