Tanya Ponømareva

Keith Haring was a revolutionary artist, whose simple yet impactful style fought against discrimination, challenged preconceptions and made the world a better place.

Adobe has teamed up with The Keith Haring Studio to pass on his legacy to a new generation of creatives, who use art as a means of positive change. In these unprecedented times, this mission is more important than ever.

Our collaboration with The Keith Haring Studio x Adobe sets out to inspire a new movement of art for positive change, as part of our "Creativity For All" campaign. By digitizing Keith's most democratic lines, including his favorite markers, chalk, and graffiti paint, and integrating them into Photoshop, Illustrator, and Fresco, we empower a new generation of makers to continue his legacy.

Everyone has a cause they care about, and like Keith, we can use simple lines to spread messages of hope, unity, and love. To introduce Keith's tools and share our mission, we created an animated film aimed at inspiring creativity and encouraging unity during times of uncertainty.

As the creative lead for this project, I had the pleasure of working alongside Claire IJsbrandij and Dima, aka @daltonizm_, as the lead illustrator. Our efforts were recognized with numerous awards in the Film Craft category, including a recent shortlist and a Bronze Award at 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: Global

The war in Ukraine has left a devastating impact on many lives, but perhaps none more so than the country's children. With parents fighting on the frontlines, these kids have been torn from their families and sent across border lines, leaving their worlds turned upside down. Better Time Stories is a donation campaign designed to bring a little bit of light back into these children's lives through the power of storytelling. By donating a pre-made set of five interactive books, you can give refugee children the chance to hear their loved ones' voices again as they read to them from afar. Each storybook features dual languages: Ukrainian and the language of the country where the child has sought refuge. This not only helps them adjust to their new surroundings but also promotes language and listening skills. By donating to this cause, you'll be providing one Ukrainian refugee family with a welcome set of these five books, offering a ray of hope for a brighter tomorrow. As someone personally affected by the war, this project is incredibly dear to me. Please visit our website to see how you can help make a difference: https://www.bettertimestories.com.

Client: Better Time Stories

Market: Eastern Europe

Market: The Netherlands

Production: Bakehouse

Market: Eastern Europe

Markets: The Netherlands, Germany, Great Britain 

Despite significant progress in recent decades, malaria still claims the life of one child every two minutes. A group of young Africans are uniting to call for new action to end malaria within a generation.

Our film highlights this mission to eradicate malaria and raises awareness for the cause. We partnered with Laolu 'NYC' Senbanjo to create unique symbols and patterns for the campaign, incorporating stripes that repel blood-sucking insects and serve as camouflage.

As a renowned artist, Laolu has brought cultural body painting and modern patterns to a global audience, working with prominent figures such as Lupita Nyong’o, Eliud Kipchoge, and Beyoncé.

This agency pro-bono project had contributions from multiple creatives at various stages. I served as the concept developer during the ideation phase, defining the campaign's central theme, tone of voice, campaign name, and developing the storyline alongside Daniel Bunde-Pedersen. The production aspect was overseen by Claire IJsbrandij and Daniel Sytsma.

Credits: dentsuACHTUNG x Malaria No More (NGO).

Market: Global 

To promote Porsche Macan S test drives among successful businessmen in the Netherlands, we took an innovative approach. We started by asking ourselves how successful people achieved their triumphs. 

Our analysis of data revealed an intriguing insight: most of our target audience are early risers. World-famous executives, such as Apple's CEO Tim Cook, Ellevest's CEO Sallie Krawcheck, and Michelle Obama and Anna Wintour wake up before 5 AM to tackle their tasks before distractions arise.

This led us to the idea of launching 5 AM test drives for the Macan S, allowing our audience to get the most out of their day and their car. They could drive when the roads are empty, the sun is rising, and the rest of the world is still asleep. As a senior creative, I played a key role in leading the entire creative process, from ideation to execution, to ensure the campaign's success.

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

Market: The Netherlands

Porsche's first electric car, the Taycan, is a game-changer, and to prepare people for its revolutionary qualities, we created challenges that pit humans against self-learning machines. 

Using machine learning, we taught robots to play three games that test skills necessary for sportive electric driving: focus, spatial awareness, and speed. To compete against a self-learning machine in each skill, we created a mobile challenge for every game. 

The challenges are available on a mobile site that explains more about the Taycan through the three machines. As the machine's capabilities improve over time, the challenges become increasingly difficult to beat. As a senior creative, I was involved in the project from conceptualization to post-production, working closely with the experience design team. The film showcasing the project was created in collaboration 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: The Netherlands

The SuperWifi campaign aimed to highlight the importance of reliable internet connectivity and how it can improve the quality of life for everyone in the house. 

The story follows a young lady from a diverse Dutch family who finds herself in need of a private moment to connect with a friend online. As the story unfolds, we see her retreat to the attic in search of privacy, only to be met with poor internet connectivity. Frustrated, she tries to find a better signal to no avail until her father suggests trying KPN's SuperWifi. 

With SuperWifi, she finally finds the reliable connection she needs to Facetime with her friend and escape her parents for a while. The campaign highlights the emotional need for privacy and connection that many of us experience, and how SuperWifi can provide a practical solution to improve our internet experience. 

As a Creative lead my role was to supervise the concept development and production process, working closely with the creative team to bring the story to life. The script, written by Mark Muller, helped to capture the emotional resonance of the story and connect with audiences on a deeper level.

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

Market: The Netherlands

To spread the message that energy drinks can be useful not just for athletes, but also for people in everyday situations, we created a powerful emotional connection with ordinary people by producing a unique 'lullaby'. 

We explored the world of "night heroes" and put a spotlight on those who work tirelessly through the night, whether it's nurses, truck drivers, or security guards.

To bring the lullaby to life, we collaborated with Russian electronic DJ Mujuice, who created a cover of "Good Night" by Kino, a legendary Russian band. 

The remake was supervised by Yuri Kasparyan, one of the founders of Kino, and Alex, the son of Viktor Tsoi. Together, they ensured that the song maintained the essence of the original, while incorporating modern elements that resonated with a younger audience. 

As a senior creative, I played a crucial role in the concept development and strategy stage, working closely with the team to ensure that the message was delivered effectively. 

During the production stage, Lena Dernova and Timur Abdyusheev brought this project to life.

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: Eastern Europe

We embarked on an innovative project that fused music and science, pushing the boundaries of creativity. 

Our objective was to create a unique musical experience that would connect with audiences on a deeper, emotional level. To achieve this, we collaborated with three of the most renowned DJs in the industry, challenging them to draw inspiration from their deepest fears. We designed a heart rate monitoring system to capture the DJs' heart rates at the peak of their adrenaline moments. 

Using data from the monitors, each DJ created a unique soundtrack that was based on the amplitude of their heartbeat, reflecting their personal styles and musical preferences. The result was an unparalleled compilation album that was based on the heartbeat, taking listeners on an emotional rollercoaster ride that was both exhilarating and profound. 

To complement the album, we also created videos that documented the adrenaline moments, providing a visual representation of the heart-pounding music. As a senior creative, I was involved in every aspect of the project, from ideation to execution. 

I provided creative direction, ensuring that the project stayed true to our vision and objectives. Working closely with the DJs and the production team, I helped to bring the project to life, delivering a unique and memorable experience for music lovers around the world.

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

Market: Eastern Europe

Adrenaline Rush, a brand that was initially targeted towards the extreme sports community, wanted to broaden its audience base and appeal to the masses.

The brand's challenge was to create an emotional connection with ordinary people and change the perception of the brand. 

To achieve this, a film was produced which portrayed a character standing on the edge of a life-changing decision. 

The moment before taking action, the character experiences fear and adrenaline, which then inspires them to step forward. The film dramatized this moment and captured the essence of the Adrenaline Rush brand, linking it to everyday life situations that anyone can relate to. As a senior creative, the responsibility of leading the entire creative process from ideation to execution was bestowed upon me. I worked closely with the production team to ensure that the film was able to effectively convey the brand's message and evoke emotions that resonated with the target audience. Additionally, I also provided valuable insights and inputs to help the team in creating a successful campaign.

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: Eastern Europe

The NikePlus Unlocks feature is a great way for Nike to connect with its customers on a deeper level. 

By analyzing members' shopping behavior and feedback, Nike can provide a personalized experience that meets their unique needs and preferences. 

As a creative lead, the responsibility involves not only writing and adapting content, but also ensuring that the messaging aligns with the overall brand strategy and resonates with the target audience. It is crucial to understand the key features and benefits of the NikePlus Unlocks and effectively communicate them to the users in a compelling way. Furthermore, launching the first NikePlus Unlocks in Moscow, Russia was a significant milestone for both Nike and GoCream. The collaboration allowed for a successful rollout of the new feature, expanding Nike's reach and establishing a stronger presence in the Russian market.

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

Market: Global

Yota is an Eastern Europen  mobile broadband services provider and smartphone manufacturer that prides itself on its ability to adapt quickly. 

Unlike other mobile operators that offer pre-packaged deals, Yota provides a flexible, customizable app that allows clients to select the amount of gigabytes, minutes, or unlimited messaging they need. 

To showcase the versatility of Yota's services, we produced a series of films that highlight customer insights and resonate with our target audience.

As a senior creative and copywriter, I was responsible for leading the creative process from start to finish, collaborating with the art director to create compelling and visually stunning films. Our efforts paid off when the commercial won gold and silver at the prestigious ADCR awards in 2019, a testament to the effectiveness of our approach.

Brand: Yota | Agency: Friends Moscow. 

Market: Eastern Europe

Foxford is an online education platform that aims to improve children's academic performance, knowledge quality, and exam preparation. 

However, research revealed that parents don't trust online education and prefer traditional tutoring options.

To address this issue, we developed a commercial that focused on the common concern of parents: ensuring their child passes exams successfully. The ad was structured to build suspense, with each scene becoming increasingly complex, culminating in a final equation that parents had to solve. This format aimed to showcase how Foxford's online lessons could help prepare children to tackle even the most challenging exam questions.

As a senior creative, I led the entire creative process for this campaign, including concept development, writing the scripts, and collaborating with the art team. Our efforts were recognized with silver at Effie Awards and bronze at Russian Art Directors Club in 2017.

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

Market: Eastern Europe

The advertising industry has always been bound by certain standards and norms that guide the way products are presented to consumers. The dairy products category, in particular, has a set of norms that advertisers must follow, which can make it challenging to differentiate a product from its competitors. 

In the case of Epica, the team went beyond these norms and took a creative approach to promote the product. By pushing the boundaries visually and using unique techniques to showcase the ingredients, the team was able to create an impactful campaign that stood out in a crowded market. 

As a senior creative, the individual responsible for leading the process played a crucial role in developing the strategy, crafting the scripts, guiding the shoot, directing post-production, and ensuring the final films were ready for public viewing. With their expertise, the campaign was able to challenge the norms and push the boundaries of what was possible in the dairy products category.

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

Market: Spain & Eastern Europe 

Mothers have instinctively hugged their babies since time immemorial, and Huggies has always aimed to make babies feel as comforted in our diapers as they do in their mothers' arms. The "No Baby Unhugged" initiative by Huggies was created to encourage parents to recognize the power of hugs and ensure that all babies receive the affection they need, even when Mom and Dad can't be present.