Tanya Ponomareva

Campaigns x CX

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

Adobe x Keith Haring

Adobe x Keith Haring

Adobe x Keith Haring

Adobe x Keith Haring

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Adobe | Making of

Adobe | Making of

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Adobe | PR

Adobe | PR

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).

Zero Malaria

Zero Malaria

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https://zeromalaria.org/

https://zeromalaria.org/

Malaria | PR

Malaria | PR

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).

For more information visit: https://zeromalaria.org/ 

Porsche | 5AM club

Porsche | 5AM club

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 3:45AM, and Ellevest's CEO Sallie Krawcheck wakes up at 4AM. Michelle Obama and Anna Wintour wake at 5AM 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 5AM test-drives to get the most out the Macan S and the most out of your day. Drive when the roads are empty, 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.

Project: https://macan.porsche.nl/

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

Porsche / Teaser

Porsche / Teaser

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Porsche | Game interface

Porsche | Game interface

Porsche | Game interface

Porsche | Game interface

Film | Designed to enliven

Film | Designed to enliven

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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.

KPN | Super Wifi

KPN | Super Wifi

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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

PepsiCo  | Night heroes

PepsiCo  | Night heroes

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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

PepsiCo | Heartbeat

PepsiCo | Heartbeat

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Pepsico x Mujuice

Pepsico x Mujuice

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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/

PepsiCo | Restage

PepsiCo | Restage

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Pepsico x Ballerina

Pepsico x Ballerina

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Pepsico / Effie

Pepsico / Effie

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

adidas /// Teaser

adidas /// Teaser

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Run to scroll /// Film

Run to scroll /// Film

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/// Run to scroll /// Interfaces 

/// Run to scroll /// Interfaces 

In the summer of 2017, adidas opened a creative sports centre in Gorky Park, called /// basemoscow, where several workout areas were functioning at the same time.

We received a brief to invite young athletes to practice and shape their lifestyle through sports, promoting Alphabounce running sneakers.
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.
After unlocked the shoes, people were invited to collect them in the creative sports centre in Gorky Park /// basemoscow, signing up for free training.

At the beginning of the year, I was involved in this project as a freelance senior creative. The following activation was produced later in the year together with Friends Agency & Bakehouse. 

This initiative won several local and international awards, including 2 shortlists in Cannes Lions.
Brand: adidas | Agency: Friends Moscow | Production: Bakehouse

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.

Yota / Film

Yota / 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. 

Foxford / Film

Foxford / 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.

Epica | Dynamic content

Epica | Dynamic content

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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.

La Roche-Posay / Film

La Roche-Posay / 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 

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)

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