Tanya Ponømareva

HeyDude

HeyDude wasn’t just launching a new channel — it was stepping into a space where Gen Z constantly reinvent themselves and reject anything that tries too hard to fit in. On TikTok, that meant one thing: stop chasing trends, and start embracing being unlike anything.

Together with HeyDude, we launched their UK TikTok debut by turning the brand’s most unpopular trait — not fitting in — into its biggest strength. We created a 27-day content journey called Meme-lightenment, where the brand tried on every trend, failed gloriously, and slowly found power in being real.

It wasn’t perfect. But it was honest. And that’s what landed.

The campaign sparked a cultural shift — with HeyDude becoming a symbol of self-acceptance on the most trend-driven platform of all.

Results: 220M+ views, 38% lift in brand favourability, 21% increase in DTC sales.

Client: HeyDude, Crocs, Inc.
Agency: 180 Global
Market: UK

Trailer

Hardcore Never Dies 

#hakkenchallenge

For the launch of Hardcore Never Dies on Amazon Prime Video, we executed a social campaign to celebrate the Dutch Gabber scene. The film, set against the backdrop of the 90s hardcore music movement, was promoted through a viral social strategy centered around the #hakkenchallenge on TikTok. This movement encouraged both OG and new Gabber fans to 'hak' to the film’s soundtrack got 20.6 million views and 1,750+ new fan videos. A live stream event drew 44.8K viewers across TikTok and Twitch. The campaign's success was evident as the movie soared to #1 on Prime Video in the Netherlands, proving that hardcore culture remains alive. As the creative director overseeing the project, I directed the vision while my content team executed the campaign, with key contributions from freelance creative partner Glenn Da Sliva. 

Client: Amazon Prime NL
Agency: GoSpooky

Market: Europe 

Adobe x Keith film 🏆🏆🏆

Adobe x Keith making of

Keith Haring wasn’t just an artist — his bold, simple style broke boundaries, fought stigma, and spread hope. Our collaboration with The Keith Haring Studio passes the baton to a new generation of creatives, encouraging them to make art for change. In today’s world, that mission is more relevant than ever.

Together with The Keith Haring Studio x Adobe, we launched Creativity For All by digitising Keith’s favourite tools — his iconic marker, chalk, and spray paint — which are now available in Photoshop, Illustrator, and Fresco.

To showcase their power, we created an animated film using his brushes to inspire others to act through art. Now it’s your turn — pick up Keith’s brush and start drawing a line.

Link to brush set is here.

More info here

I’m honored to have led this project, working alongside Claire IJsbrandij and Dima (@daltonizm_) as lead artist.

Credits: Achtung Amsterdam x Bakehouse Production x Antfood Audio Studio
Client: Adobe x Keith Haring Studio (Artestar NYC)

Market: Global

Adobe x Lukomorye 

Adobe x Lukomorye mural

The creative arts scene in Russia is vibrant and full of potential, yet it often remains overshadowed by the country's political narrative, which is far from positive. This oversight leaves many talented, liberal Russian artists unrecognised or, worse, persecuted for their views.
Adobe Creative Cloud, a global platform, offers a unique opportunity to bring these artists into the spotlight. In collaboration with Adobe, we took on the challenge of reimagining Pushkin's iconic fable, "Lukomorye," to showcase the breadth of talent within Russia and challenge the prevailing negative stereotypes. We enlisted a diverse group of artists, each bringing their interpretation to a chapter of the fable, weaving in their perspectives on Russia's political landscape. Leveraging Adobe's suite of tools, these artists could freely express their creativity and dissent. Featured on Adobe's main webpage, their work received the recognition it truly deserved. Leading this project from concept to execution, it was a privilege to collaborate with such talented people.

Agency: dentsuACHTUNG
Production: Bakehouse

Market: Eastern Europe

Beyond Meat | Sor's  🎬

Beyond Meat | Serge  🎬

Beyond Meat | Sky  🎬

Beyond Meat has become more than just a leading brand in the plant-based meat industry; it has also left a bite-mark on pop culture. To create the brand's first social campaign in Europe, we collaborated with Beyond Meat to find authentic true stories, genuine insights, and personal motivations. Rather than creating fictional stories, we  went all out to discover them. Along the way, we met inspiring individuals such as Paralympic champion @alice__tai, artist @younggsor, skateboarding medallist @skybrown, entrepreneur @nonokonopka, and professional football player @sergegnabry. Their stories of 'Going Beyond' resonated with us on a deeper level and inspired us to create motivational videos to encourage others to join our movement.

As a creative director at Boomerang, I worked with my creative team on the concept, finding the right brand representatives, crafting the videos, and overseeing 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: The Netherlands, Germany, Great Britain 

Wiki Truth  🏆🏆🏆

Wiki Truth was created to deliver truthful information about the war in Ukraine to Russian citizens, who face severe censorship and propaganda.

Since free press and most social channels are blocked in Russia, the NGO leveraged Wikipedia — one of the few accessible and editable platforms. They posted photos showing the destruction of Ukrainian cities on the Russian Wikipedia pages of those cities, replacing the usual idealised images.

This approach confronted millions of Russians with the harsh reality of the war, bypassing Kremlin censorship. Despite Russian bots deleting the images, Ukrainian Witness rallied the global Wikipedia community to restore them.

The campaign reached 13.3 million Russian viewers in 2022, a 242% increase from the previous year, with Wikipedia editors and edits doubling compared to 2021.

This ongoing effort highlights how uncensored digital platforms can be used to fight misinformation and bring truth to censored populations.

Client: Ukrainian Witness
Agency: Boomerang. Part of Publicis Groupe
Market: Eastern Europe 

Better Time Stories 🏆🏆🏆

The war in Ukraine has deeply affected its citizens, with many children separated from their families as their parents fight on the frontlines. To bring some comfort to these young lives, we created Better Time Stories — a donation campaign that aims to reconnect children with the voices of their parents through storytelling. By contributing a set of five interactive books, donors can offer refugee children the comfort of listening to familiar voices reading stories, bridging the distance between them. Each book is bilingual, featuring Ukrainian and the host country's language, aiding in both adaptation and language development. As someone personally affected by the war, this project is incredibly dear to me. Please visit our website to see how you can help:  www.bettertimestories.com

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

#UnMuteUs 🏆🏆🏆

#UnmuteUs

In September 2021, despite earlier promises of a festival-filled summer, the Dutch government's abrupt decision to cancel music festivals, citing COVID-19 concerns, left the events industry in dismay. This was in sharp contrast to the approval of other large-scale events like Formula 1 in Zandvoort, amplifying the sector's frustration.
Just as another wave of restrictions loomed, Apenkooi reached out to us for a protest campaign to voice the suppressed frustrations of the events industry. Within hours, I came up with #UnMuteUs, armed with a catchy slogan and a versatile logo adaptable across sub-brands, making it easy for anyone to make their protest signs. The festival was disguised as a protest, a protest was disguised as a festival.
#UnMuteUs instantly went viral, spiralling into the largest Dutch protest in two decades with six marches across major cities, rallying 500,000 people, and compelling the industry to petition for governmental acknowledgment. After all, you can't silence a protest if it's about UnMuting people. This singular idea burgeoned into a formidable movement, garnering not just people but also nominations at the SAN and Esprix Awards in 2022. 

Some links: Joris Voorn Live in Amsterdam, NOS, Intents 
Eindhoven, De Telegraf etc.

Credits: Boomerang Agency
Design: Dennis Vernooij
Client: Evenementenbranch/Apenkooi 
Market: The Netherlands

Zero Malaria film 🏆🏆🏆

zeromalaria.org

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 developed and overseen by Claire IJsbrandij and Daniel Sytsma.

Credits: dentsuACHTUNG x Malaria No More (NGO)
Market: Global 

Pepsico | Music video TVC 🎬

To debunk the myth that energy drinks are just for adrenaline junkies, we launched a campaign that resonates with everyday workers. 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, we 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 brand team. During the production, 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

Pepsico x DJ Philipp film  🎬

Pepsico x DJ Mujuice film  🎬

Pepsico x DJ Zabelin film  🎬

We set out to redefine the Adrenalin Rush brand by merging adrenaline with sound, turning heartbeats into music. Teaming up with top DJs, we challenged them to find musical inspiration in their fears, capturing their adrenaline-fueled heart rates.
Each DJ crafted a distinct track mirroring their heartbeat's rhythm, blending their unique styles into an electrifying compilation album. The project didn't stop at audio; we produced videos capturing these high-adrenaline moments for a visual feast. As the lead creatives, my creative partner Lena Dernova and I steered this project from concept to reality, ensuring our vision was vividly brought to life and resonated globally. 

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

The project won Gold at Red Apple, 2018, Media Category. 
More info about the projects and results is here: https://heartbeatcase.ru/
Market: Eastern Europe

PepsiCo | Restage 🏆🏆🏆

Pepsico x Ballerina TVC   🎬 

Adrenaline Rush aimed to break free from its extreme sports niche and connect with a wider audience. We created a film series featuring three characters at life's critical crossroads, each on the brink of transformative decisions.These moments, filled with fear and adrenaline, become catalysts for bold steps forward, mirroring the brand’s spirit. As the lead creative, I guided this creative process from the drawing board to the final cut, collaborating closely with the team to weave a narrative that not only embodies the brand but also strikes a chord with everyday people. 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

HeyDude

HeyDude wasn’t just launching a new channel — it was stepping into a space where Gen Z constantly reinvent themselves and reject anything that tries too hard to fit in. On TikTok, that meant one thing: stop chasing trends, and start embracing being unlike anything.

Together with HeyDude, we launched their UK TikTok debut by turning the brand’s most unpopular trait — not fitting in — into its biggest strength. We created a 27-day content journey called Meme-lightenment, where the brand tried on every trend, failed gloriously, and slowly found power in being real.

It wasn’t perfect. But it was honest. And that’s what landed.

The campaign sparked a cultural shift — with HeyDude becoming a symbol of self-acceptance on the most trend-driven platform of all.

Results: 220M+ views, 38% lift in brand favourability, 21% increase in DTC sales.

Client: HeyDude, Crocs, Inc.
Agency: 180 Global
Market: UK

Trailer

Hardcore Never Dies 

#hakkenchallenge

For the launch of Hardcore Never Dies on Amazon Prime Video, we executed a social campaign to celebrate the Dutch Gabber scene. The film, set against the backdrop of the 90s hardcore music movement, was promoted through a viral social strategy centered around the #hakkenchallenge on TikTok. This movement encouraged both OG and new Gabber fans to 'hak' to the film’s soundtrack got 20.6 million views and 1,750+ new fan videos. A live stream event drew 44.8K viewers across TikTok and Twitch. The campaign's success was evident as the movie soared to #1 on Prime Video in the Netherlands, proving that hardcore culture remains alive. As the creative director overseeing the project, I directed the vision while my content team executed the campaign, with key contributions from freelance creative partner Glenn Da Sliva. 

Client: Amazon Prime NL
Agency: GoSpooky

Market: Europe 

Adobe x Keith film 🏆🏆🏆

Adobe x Keith making of

Keith Haring wasn’t just an artist — his bold, simple style broke boundaries, fought stigma, and spread hope. Our collaboration with The Keith Haring Studio passes the baton to a new generation of creatives, encouraging them to make art for change. In today’s world, that mission is more relevant than ever.

Together with The Keith Haring Studio x Adobe, we launched Creativity For All by digitising Keith’s favourite tools — his iconic marker, chalk, and spray paint — which are now available in Photoshop, Illustrator, and Fresco.

To showcase their power, we created an animated film using his brushes to inspire others to act through art. Now it’s your turn — pick up Keith’s brush and start drawing a line.

Link to brush set is here.

More info here

I’m honored to have led this project, working alongside Claire IJsbrandij and Dima (@daltonizm_) as lead artist.

Credits: Achtung Amsterdam x Bakehouse Production x Antfood Audio Studio
Client: Adobe x Keith Haring Studio (Artestar NYC)

Market: Global

Adobe x Lukomorye 

Adobe x Lukomorye mural

The creative arts scene in Russia is vibrant and full of potential, yet it often remains overshadowed by the country's political narrative, which is far from positive. This oversight leaves many talented, liberal Russian artists unrecognised or, worse, persecuted for their views.
Adobe Creative Cloud, a global platform, offers a unique opportunity to bring these artists into the spotlight. In collaboration with Adobe, we took on the challenge of reimagining Pushkin's iconic fable, "Lukomorye," to showcase the breadth of talent within Russia and challenge the prevailing negative stereotypes. We enlisted a diverse group of artists, each bringing their interpretation to a chapter of the fable, weaving in their perspectives on Russia's political landscape. Leveraging Adobe's suite of tools, these artists could freely express their creativity and dissent. Featured on Adobe's main webpage, their work received the recognition it truly deserved. Leading this project from concept to execution, it was a privilege to collaborate with such talented people.

Agency: dentsuACHTUNG
Production: Bakehouse

Market: Eastern Europe

Beyond Meat | Sor's  🎬

Beyond Meat | Serge  🎬

Beyond Meat | Sky  🎬

Beyond Meat has become more than just a leading brand in the plant-based meat industry; it has also left a bite-mark on pop culture. To create the brand's first social campaign in Europe, we collaborated with Beyond Meat to find authentic true stories, genuine insights, and personal motivations. Rather than creating fictional stories, we  went all out to discover them. Along the way, we met inspiring individuals such as Paralympic champion @alice__tai, artist @younggsor, skateboarding medallist @skybrown, entrepreneur @nonokonopka, and professional football player @sergegnabry. Their stories of 'Going Beyond' resonated with us on a deeper level and inspired us to create motivational videos to encourage others to join our movement.

As a creative director at Boomerang, I worked with my creative team on the concept, finding the right brand representatives, crafting the videos, and overseeing 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: The Netherlands, Germany, Great Britain 

Wiki Truth  🏆🏆🏆

Wiki Truth was created to deliver truthful information about the war in Ukraine to Russian citizens, who face severe censorship and propaganda.

Since free press and most social channels are blocked in Russia, the NGO leveraged Wikipedia — one of the few accessible and editable platforms. They posted photos showing the destruction of Ukrainian cities on the Russian Wikipedia pages of those cities, replacing the usual idealised images.

This approach confronted millions of Russians with the harsh reality of the war, bypassing Kremlin censorship. Despite Russian bots deleting the images, Ukrainian Witness rallied the global Wikipedia community to restore them.

The campaign reached 13.3 million Russian viewers in 2022, a 242% increase from the previous year, with Wikipedia editors and edits doubling compared to 2021.

This ongoing effort highlights how uncensored digital platforms can be used to fight misinformation and bring truth to censored populations.

Client: Ukrainian Witness
Agency: Boomerang. Part of Publicis Groupe
Market: Eastern Europe 

Better Time Stories 🏆🏆🏆

The war in Ukraine has deeply affected its citizens, with many children separated from their families as their parents fight on the frontlines. To bring some comfort to these young lives, we created Better Time Stories — a donation campaign that aims to reconnect children with the voices of their parents through storytelling. By contributing a set of five interactive books, donors can offer refugee children the comfort of listening to familiar voices reading stories, bridging the distance between them. Each book is bilingual, featuring Ukrainian and the host country's language, aiding in both adaptation and language development. As someone personally affected by the war, this project is incredibly dear to me. Please visit our website to see how you can help:  www.bettertimestories.com

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

#UnMuteUs 🏆🏆🏆

#UnmuteUs

In September 2021, despite earlier promises of a festival-filled summer, the Dutch government's abrupt decision to cancel music festivals, citing COVID-19 concerns, left the events industry in dismay. This was in sharp contrast to the approval of other large-scale events like Formula 1 in Zandvoort, amplifying the sector's frustration.
Just as another wave of restrictions loomed, Apenkooi reached out to us for a protest campaign to voice the suppressed frustrations of the events industry. Within hours, I came up with #UnMuteUs, armed with a catchy slogan and a versatile logo adaptable across sub-brands, making it easy for anyone to make their protest signs. The festival was disguised as a protest, a protest was disguised as a festival.
#UnMuteUs instantly went viral, spiralling into the largest Dutch protest in two decades with six marches across major cities, rallying 500,000 people, and compelling the industry to petition for governmental acknowledgment. After all, you can't silence a protest if it's about UnMuting people. This singular idea burgeoned into a formidable movement, garnering not just people but also nominations at the SAN and Esprix Awards in 2022. 

Some links: Joris Voorn Live in Amsterdam, NOS, Intents 
Eindhoven, De Telegraf etc.

Credits: Boomerang Agency
Design: Dennis Vernooij
Client: Evenementenbranch/Apenkooi 
Market: The Netherlands

Zero Malaria film 🏆🏆🏆

zeromalaria.org

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 developed and overseen by Claire IJsbrandij and Daniel Sytsma.

Credits: dentsuACHTUNG x Malaria No More (NGO)
Market: Global 

Pepsico | Music video TVC 🎬

To debunk the myth that energy drinks are just for adrenaline junkies, we launched a campaign that resonates with everyday workers. 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, we 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 brand team. During the production, 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

Pepsico x DJ Philipp film  🎬

Pepsico x DJ Mujuice film  🎬

Pepsico x DJ Zabelin film  🎬

We set out to redefine the Adrenalin Rush brand by merging adrenaline with sound, turning heartbeats into music. Teaming up with top DJs, we challenged them to find musical inspiration in their fears, capturing their adrenaline-fueled heart rates.
Each DJ crafted a distinct track mirroring their heartbeat's rhythm, blending their unique styles into an electrifying compilation album. The project didn't stop at audio; we produced videos capturing these high-adrenaline moments for a visual feast. As the lead creatives, my creative partner Lena Dernova and I steered this project from concept to reality, ensuring our vision was vividly brought to life and resonated globally. 

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

The project won Gold at Red Apple, 2018, Media Category. 
More info about the projects and results is here: https://heartbeatcase.ru/
Market: Eastern Europe

PepsiCo | Restage 🏆🏆🏆

Pepsico x Ballerina TVC   🎬 

Adrenaline Rush aimed to break free from its extreme sports niche and connect with a wider audience. We created a film series featuring three characters at life's critical crossroads, each on the brink of transformative decisions.These moments, filled with fear and adrenaline, become catalysts for bold steps forward, mirroring the brand’s spirit. As the lead creative, I guided this creative process from the drawing board to the final cut, collaborating closely with the team to weave a narrative that not only embodies the brand but also strikes a chord with everyday people. 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

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