About
I am a creative director focused on delivering smart, human-centric concepts that can contribute to positive change in the world. I am on a mission to transform the advertising industry into a better more inclusive, equal, mindful and diverse place.
I help to build sustainable brands on a genuine foundation, giving a new generation of consumers real communication value. I work with strategists, creative directors, design directors and producers to deliver the best quality on every project, establishing trust-based, long-term relationships with our clients.
As a leader, I encourage creatives to develop concepts that bring more common sense to the industry and purpose-driven work to the world. As a creative, I use advertising as a medium to proliferate disruptive positive work. I don't generate ads but I think of bold, provoking and fun ideas that can evoke emotion leaving a mark.
Having worked at agencies across the globe, I am a true global citizen. I have launched creative unicorns at agencies such as Ogilvy & Mather APAC & EMEA, JAMI, Wunderman Singapore, Friends Moscow (Droga5), dentsuACHTUNG! and have worked with high-end brands such as adidas, Nike, Adobe, KPN, Porsche, Kimberly-Clark, PepsiCo, Google, Epica et al. While working all around the world, I have also won the most prestigious international, regional and local awards including Cannes Lions, D&AD, Epica Awards, Eurobest, New York Festival et al.
Skills
- T-Shaped — a multidisciplinary creative
- Craft-obsessed — copywriting & art direction
- Unicorn — representing the sweet spot between CX and comms
- Trendsetter — always on the hunt for the new digital features and technologies
- Design thinker — applying a non-linear, iterative process also in advertising
- Independent — running creative development from insight to execution
- Strategic — the affinity with research, synthesis and insight development
- Social — knowing what's popular, why and when
- Team-player — the ambassador of Hyper Island’s methodology
- Human-centric — people first-solutions and no bullshit ads
- Culture-oriented — looking at things primarily from the perspective of culture
- Go-getter — making things done, never settling for anything less than perfect
- Globetrotter — having worked in seven different countries both EMEA and APAC
Recognition
Awards:
- Effie Awards (RU): Silver, 2014
- Effie Awards (RU): Silver / Bronze / Gold, 2015
- Silver Mercury Festival: Silver, 2015
- Young Glory: Shortlisted, 2015
- D&AD Wood Pencil, 2017
- White Square: Shortlisted, 2017
- Russian Art Directors Club: Bronze, 2017
- Effie Awards (RU): Silver / Bronze / Gold, 2018
- Russian Art Directors Club: Gold, 2018
- Red Apple: Gold in Media, 2018
- White Square: Shortlisted, 2019
- Effie Awards (RU): Shortlisted, 2019
- Red Apple: Gold, 2 x Silver, Bronze, 2019
- Eurobest: 2 x Shortlists, 2020
- Eurobest: Bronze in Film Craft, 2020
- One Show: 5 x Shortlists 2021
- One Show: Finalist Award 2021
- Esprix Awards, 2021
- New York Festival: 3 x Shortlists, 2021
- Cannes Lions: Film Craft Shortlist, 2021
- ADCN: 3 x Finalists, 2021
- ADCN: Bronze, 2021
- Effie Awards, Bronze (NL) 2021
- SAN Awards, 2022
- Esprix Awards, 2022
- Cannes Lions: Digital Craft Shortlist, 2022
- Cannes Lions: Silver in Digital Craft, 2022
- Cannes Lions: Silver in Social & Influencer, 2022
- Cannes Lions: Bronze in Social & Influencer, 2022
- Cannes Lions: Brand Experience, 2022
- New York Festival: 1 Bronze in Direct: Best Use
- ADCN: 4 x Finalists, 2022
Speaker & Jury:
Reach out
◼️ 0640640644 🔸 tanny.ponomareva@gmail.com
❌❌❌ Insulindeweg 113, Amsterdam, 1094PG