Tanya Ponømareva

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 🌎

Markets: 🇳🇱 🇩🇪 🇬🇧

Market: 🇳🇱

Production: Bakehouse

Market: 🇪🇺 🇷🇺

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.

Market: worldwide 🌎

Market: 🇳🇱

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: 🇳🇱

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.

Market: 🇳🇱

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: 🇷🇺

Market: 🇪🇺 🇷🇺

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: 🇪🇺 🇷🇺

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: 🇪🇺 🇷🇺

The brief was 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, the brand 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.

As a creative lead, I have worked alongside the Sr. Creative team helping to finalise digital experience design part and all assets, translating the casestudy and further materials.

Website: https://friends.moscow/en/works/run-to-scroll

Agency: Friends Moscow

Production: Bakehouse

Market: 🇪🇺 🇷🇺

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 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: 🇪🇺 🇷🇺

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 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: 🇪🇺 🇷🇺

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: 🇦🇺 🇸🇬