Tanya Ponømareva

JBL Case

JBL Movie

For JBL, a 78-year-old consumer electronics company, we've launched its latest gig, 'JBL Land,' a virtual world on Roblox, providing Gen-Zs with a space to express themselves through sound.

It's a unique space full of sound bites, mini-games, personalised items, offering a novel platform for self-expression.

To promote the land, we produced three episodes within Roblox, collaborating with the creator Robuilds. The story follows her on a daring quest to discover her sound identity, overcoming various challenges along the way. The 20-minute movie was released on TikTok, Instagram, and YouTube, sparking conversations among millions of viewers.

As the creative director overseeing this project, I participated in ideation, world creation, launch production, collaborating with the global team to develop the entire asset stream, including the production of the movies. Our efforts garnered widespread recognition, earning multiple accolades and numerous PR articles globally. 

Roblox JBL Land
Client: JBL, Harman Global
Agency: GoSpooky
Market: Global

Heineken Silver 🏆 🏆 🏆

Enjoy while it trends

Screengrab yours

As real as it gets

Introducing Heineken Silver, the world's first virtual beer crafted with pixels instead of yeast. This innovative brew is taking the metaverse by storm, bringing a refreshing digital twist to the traditional beer experience.

Why the switch to virtual brewing? Heineken's tongue-in-cheek approach highlights the fun and irony of digital marketing in 2020. Bram Westenbrink, the Global Head of Heineken Brand, says, "Heineken Silver is an ironic joke, a self-aware idea that pokes fun at us and other brands jumping into the metaverse with products that are best enjoyed in the real world." 

As the social creative director on this project, I oversaw the launch production, and entire asset development stream in collaboration with Le Pub, Isobar (U.S) and Snapchat. Our work won multiple awards, including x 3 Silver, 1 x Bronze and 1 x Gold at Cannes Lions and a Grand Prix at Eurobest.

Client: Heineken Global
Agencies: Publicis Milan, Le Pub, Boomerang. Part of Publicis Groupe
Production: Isobar x Boomerang

Market: Global

Zeeman Case

During Fashion Week, Zeeman launched its store within Roblox, offering timeless basics at affordable prices. This move is in line with the brand's goal of democratising fashion, sending a powerful message that quality clothing doesn't have to be expensive, especially on Roblox. 

In addition to the store launch, we created a portal to Gucci World with a flashmob titled 'Basics on Top,' which became our key campaign message. European Roblox creators joined the initiative, attracting a crowd and driving organic growth to the land. The flashmob was a resounding success, with all basics sold on the first day and thousands participating. 

As the creative director, I supported the launch production and collaborated closely with our team to develop the asset stream. Our efforts received widespread recognition, earning multiple accolades and numerous PR articles across Europe.

Roblox Zeeman Store
Client: Zeeman Global
Agency: GoSpooky
Market: Europe

21 Savage x Epic Records

21 Savage x Epic Records

The journey to enter the United States is a gruelling one, and rapper 21 Savage knows this all too well, having obtained his green card in 2023. His third studio album, served as a creative space for him to tell his story, so we knew we had to celebrate that with a bang. What better way to honour him and his dreams than to cheer those who dare to share this journey? We launched an interactive TikTok filter exclusively for immigrants, giving them an advantage that no one else has: early access to 21 Savage's new album, The American Dream.

Credits: 21 Savage x Epic Records x Mojo Supermarket x Gospooky

Market: Global, with a focus on the U.S

Barbie x Snap 💞

To promote the Barbie movie premiering on July 21, Warner Bros. Discovery, Gospooky, and Snapchat launched an AR campaign featuring virtual clothing try-ons and worldwide Landmark experiences on Snapchat.

This feature included designs inspired by the on-screen outfits of stars Margot Robbie and Ryan Gosling, bringing a piece of the movie magic directly to the users. We transformed the most iconic statues and buildings around the world into Bar- bie-themed dollhouses.

The launch took place at the Statue of Liberty in New York, the TCL Chinese Theatre in Los Angeles, the Capitol Building in Washing- ton, D.C., as well as at the Eiffel Tower in Paris, the Colosseum in Rome, Tower Bridge in London, the Sydney Harbour Bridge in Australia, and the Brandenburg Gate in Berlin.
Through the acquisition of iconic statues and buildings worldwide, we achieved a cumulative impression of nearly 50 million.

Credits: Warner Bros. Discovery x Gospooky x Snapchat 
Market: Global

Red Cross x Snap 🫀

Together with Snapchat & Red Cross, we leveraged the power of AR to create an immersive CPR training lens, making life-saving instructions engaging and available at your fingertips.

This innovative lens was no ordinary entertainment piece; it provided an immersive AR experience that simulated the urgency and mechanics of actual CPR. Using the catchy rhythm of 'Stayin’ Alive,' a known reference for proper compression tempo, users were not only educated but also entertained. The added spatial storytelling required users to actively follow the instructor, imitating the movements and pressures of a real-life CPR scenario.

The campaign wasn’t just a demonstration of AR's capabilities, but a testament to the potential of tech to facilitate radical improvements in health and well-being.
Credits: Gospooky x Snapchat x Red Cross

Market: Global

NYSCI 🔬

The New York Hall of Science partnered with Verizon, Gospooky and Snap to introduce 'Science City Explorers,' a unique AR experience in Snap, turning New York City into a dynamic STEM learning environment. Available for Verizon 5G users and accessible in 4G areas to bring science to life across the city.

Margaret Honey, President of NYSCI, emphasised the project's role in fostering equitable STEM learning opportunities. 'Science City Explorers' invites children to discover the science behind everyday objects in their neighbourhoods, making learning interactive and fun. Srini Kalapala of Verizon highlights the network's role in enhancing this educational experience, combining advanced technology with NYSCI's rich learning resources for an immersive citywide exploration.

Credits: Gospooky x Verizon 5G x Snap x The New York Hall of Science
Market: The U.S

Porsche | Teaser

Porsche Games

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 conceptualisation 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

JBL Case

JBL Movie

For JBL, a 78-year-old consumer electronics company, we've launched its latest gig, 'JBL Land,' a virtual world on Roblox, providing Gen-Zs with a space to express themselves through sound.

It's a unique space full of sound bites, mini-games, personalised items, offering a novel platform for self-expression.

To promote the land, we produced three episodes within Roblox, collaborating with the creator Robuilds. The story follows her on a daring quest to discover her sound identity, overcoming various challenges along the way. The 20-minute movie was released on TikTok, Instagram, and YouTube, sparking conversations among millions of viewers.

As the creative director overseeing this project, I participated in ideation, world creation, launch production, collaborating with the global team to develop the entire asset stream, including the production of the movies. Our efforts garnered widespread recognition, earning multiple accolades and numerous PR articles globally. 

Roblox JBL Land
Client: JBL, Harman Global
Agency: GoSpooky
Market: Global

Heineken Silver 🏆 🏆 🏆

Enjoy while it trends

Screengrab yours

As real as it gets

Introducing Heineken Silver, the world's first virtual beer crafted with pixels instead of yeast. This innovative brew is taking the metaverse by storm, bringing a refreshing digital twist to the traditional beer experience.

Why the switch to virtual brewing? Heineken's tongue-in-cheek approach highlights the fun and irony of digital marketing in 2020. Bram Westenbrink, the Global Head of Heineken Brand, says, "Heineken Silver is an ironic joke, a self-aware idea that pokes fun at us and other brands jumping into the metaverse with products that are best enjoyed in the real world." 

As the social creative director on this project, I oversaw the launch production, and entire asset development stream in collaboration with Le Pub, Isobar (U.S) and Snapchat. Our work won multiple awards, including x 3 Silver, 1 x Bronze and 1 x Gold at Cannes Lions and a Grand Prix at Eurobest.

Client: Heineken Global
Agencies: Publicis Milan, Le Pub, Boomerang. Part of Publicis Groupe
Production: Isobar x Boomerang

Market: Global

Zeeman Case

During Fashion Week, Zeeman launched its store within Roblox, offering timeless basics at affordable prices. This move is in line with the brand's goal of democratising fashion, sending a powerful message that quality clothing doesn't have to be expensive, especially on Roblox. 

In addition to the store launch, we created a portal to Gucci World with a flashmob titled 'Basics on Top,' which became our key campaign message. European Roblox creators joined the initiative, attracting a crowd and driving organic growth to the land. The flashmob was a resounding success, with all basics sold on the first day and thousands participating. 

As the creative director, I supported the launch production and collaborated closely with our team to develop the asset stream. Our efforts received widespread recognition, earning multiple accolades and numerous PR articles across Europe.

Roblox Zeeman Store
Client: Zeeman Global
Agency: GoSpooky
Market: Europe

21 Savage x Epic Records

21 Savage x Epic Records

The journey to enter the United States is a gruelling one, and rapper 21 Savage knows this all too well, having obtained his green card in 2023. His third studio album, served as a creative space for him to tell his story, so we knew we had to celebrate that with a bang. What better way to honour him and his dreams than to cheer those who dare to share this journey? We launched an interactive TikTok filter exclusively for immigrants, giving them an advantage that no one else has: early access to 21 Savage's new album, The American Dream.

Credits: 21 Savage x Epic Records x Mojo Supermarket x Gospooky

Market: Global, with a focus on the U.S

Barbie x Snap 💞

To promote the Barbie movie premiering on July 21, Warner Bros. Discovery, Gospooky, and Snapchat launched an AR campaign featuring virtual clothing try-ons and worldwide Landmark experiences on Snapchat.

This feature included designs inspired by the on-screen outfits of stars Margot Robbie and Ryan Gosling, bringing a piece of the movie magic directly to the users. We transformed the most iconic statues and buildings around the world into Bar- bie-themed dollhouses.

The launch took place at the Statue of Liberty in New York, the TCL Chinese Theatre in Los Angeles, the Capitol Building in Washing- ton, D.C., as well as at the Eiffel Tower in Paris, the Colosseum in Rome, Tower Bridge in London, the Sydney Harbour Bridge in Australia, and the Brandenburg Gate in Berlin.
Through the acquisition of iconic statues and buildings worldwide, we achieved a cumulative impression of nearly 50 million.

Credits: Warner Bros. Discovery x Gospooky x Snapchat 
Market: Global

Red Cross x Snap 🫀

Together with Snapchat & Red Cross, we leveraged the power of AR to create an immersive CPR training lens, making life-saving instructions engaging and available at your fingertips.

This innovative lens was no ordinary entertainment piece; it provided an immersive AR experience that simulated the urgency and mechanics of actual CPR. Using the catchy rhythm of 'Stayin’ Alive,' a known reference for proper compression tempo, users were not only educated but also entertained. The added spatial storytelling required users to actively follow the instructor, imitating the movements and pressures of a real-life CPR scenario.

The campaign wasn’t just a demonstration of AR's capabilities, but a testament to the potential of tech to facilitate radical improvements in health and well-being.
Credits: Gospooky x Snapchat x Red Cross

Market: Global

NYSCI 🔬

The New York Hall of Science partnered with Verizon, Gospooky and Snap to introduce 'Science City Explorers,' a unique AR experience in Snap, turning New York City into a dynamic STEM learning environment. Available for Verizon 5G users and accessible in 4G areas to bring science to life across the city.

Margaret Honey, President of NYSCI, emphasised the project's role in fostering equitable STEM learning opportunities. 'Science City Explorers' invites children to discover the science behind everyday objects in their neighbourhoods, making learning interactive and fun. Srini Kalapala of Verizon highlights the network's role in enhancing this educational experience, combining advanced technology with NYSCI's rich learning resources for an immersive citywide exploration.

Credits: Gospooky x Verizon 5G x Snap x The New York Hall of Science
Market: The U.S

Porsche | Teaser

Porsche Games

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 conceptualisation 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

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