Concepts, formats andcultural productions —made and delivered.
Concepts and creative for products, campaigns and cultural work. The idea is mine: I invent the format, build the thing and carry it to the people it's for.
Projects where the idea, the format, the creative direction or the production was mine — AR series, documentary routes, festivals, independent products and brand launches.
Project type
Practice
01 / ProductionUrban RussiaUrban Russia
Three AR episodes about Moscow, St Petersburg and Yekaterinburg, each entered through the city's street art.
Three city episodes were produced — Urban.Moskva (November 2021), Urban. Saint-P and Urban. Ekb (16 August 2022).
Urban.Moskva — episode cover 
02 / Campaign · EditorialMoscow Jewish Film FestivalMoscow Jewish Film Festival
Six editions of Russia's first Jewish film festival, from audience campaigns to a pandemic hybrid and back.
Retained campaign evidence across three editions: ~920K owned-channel reach in 2019, a rebuilt hybrid communications system in 2020, and 40+ films from nine countries across three Moscow venues in 2023.
2019 — opening campaign visual 
03 / Launch · PlatformJewish Morocco WalksJewish Morocco Walks
An independent documentary audio walk through Jewish Essaouira that opens in a browser — no app, no install.
Live: 11 stops in English, French and Polish.
How it was built
- An independent documentary product with no team behind it still had to publish social content continuously, in three languages, at the pace of an organisation.
- A full-cycle AI-assisted social-content production line running on the same editorial base as the walk itself: research and scripting, visual development, image and video generation, editing, localisation and publishing, as one pipeline.
- Creator and producer. I built the pipeline and I run it.
- The live walk contains 11 stops in English, French and Polish, with social production kept up by one person.
AI research and scripting · generative image and video · localisation · scheduled publishing
Main project visual 
04 / Migration · PlatformArts of the Working ClassArts of the Working Class
Six years of an international art newspaper moved to a new site — 1,100 articles and 3,000 media files, recatalogued by year and issue.
Author profiles came out unified, and every status, address and link between texts, sections and issues survived the move.
How it was built
- Six years of an international art newspaper had to leave a platform that was being retired: over 1,100 publications and more than 3,000 media files, held together as a flat archive rather than as structured data.
- A migration pipeline. Content was extracted, transformed and validated in bulk, then written into the new CMS through its API, and the flat archive was restructured into a catalogue by year and issue. Authorship, publication states and addresses came across as data; what the API refused went a separate route.
- Technology Producer & Developer. I planned the migration, built the catalogue and moved the archive.
- The full archive is live on the new platform as a catalogue by year and issue, with authorship and publication states intact.
Ghost Admin API · custom migration scripts · bulk transformation · automated validation
No case page yet
Arts of the Working Class — the archive before and after the move 
05 / Platform · EditorialTariqa ShabbatTariqa Shabbat
A Moscow art group, founded 2010, published for the first time as a bilingual archive: actions since 2011, and the archive the group lost.
One page holds all of it — seven sections, the action catalogue, liturgical documents, audio. The archive lost after an elder's death is published as an ongoing action, not a gap.
How it was built
- An art group working since 2010 held fifteen years of actions, liturgical documents and audio with no published form — and its own archive had already been partly lost.
- The archive was written as a website: a bilingual structure in which actions, documents and the group's lost archive are catalogued as parts of the work. Concept, editorial architecture and the build were done AI-assisted end to end — structure, copy, markup and publication as one pass.
- Concept, editorial architecture and development. The whole site is mine.
- Published as a bilingual archive at tariqashabbat.boats.
AI-assisted build · bilingual content architecture · static publication
Tariqa Shabbat — the site's opening screen 
06 / Production · CampaignEmigration to the FutureEmigration to the Future
A three-day festival of 40+ events, made by its participants with no money and no institution behind it.
40+ events by 40+ artists from seven countries across three days, free entry, no institutional funding.
How it was built
- An independent three-day festival with no institutional funding had to run its content and announcements at the pace of a much larger organisation.
- Content management and announcement pipelines: programme material processed into channel formats and published across four channels, with artist and event announcements produced and scheduled through an AI-assisted workflow and approval kept human at the point of publication.
- Project Coordinator and Producer — catalogue and communications.
- The festival ran in Berlin on 7–9 August 2026, with its content and announcements produced this way and published across four channels.
AI-assisted content production · announcement pipeline · scheduling
No case page yet
Festival cover 
07 / Launch · PlatformClariozoClariozo
Turned a growth methodology into an AI coaching product people talk to instead of studying.
Paid tests converted at 15% to registration and 5% end to end. The English-language funnel reached 105 users, with 25.7% completing a full response.
How it was built
- A growth methodology existed as a course library and had to work as a conversation instead — guided, repeatable and useful without a coach in the room.
- Dialogue architecture: guided questions, prompt logic, follow-ups and generated product artefacts, wired to a customer journey — beta landing, onboarding, lifecycle and re-engagement email, analytics and acquisition tests.
- Project Manager & Marketing Lead. Dialogue architecture and prompt development on the product side, the landing, onboarding, lifecycle email and acquisition tests on the other.
- The methodology shipped as a guided AI coaching product with a repeatable customer journey.
Conversational design · prompt development · lifecycle email · analytics
Product visual 
08 / Launch · EditorialWorld Cannabis TourWorld Cannabis Tour
Independent cultural product in development
The Prague route works end to end: research, script, narrator, web product and a walk you can actually take.
How it was built
- A documentary audio format about cannabis history, policy and civic institutions had to be produced end to end by one person, without a production company behind it.
- Built AI-native from the start: research, route architecture, scripting, narrator voice, audio production and the web product itself run through AI-assisted workflows, with editorial review standing between each stage and the next.
- Creator and producer, end to end — editorial concept, research, route architecture, scripting, product logic, technical implementation and delivery.
- A retained six-stop Prague route is built and runs in a browser with audio.
AI-assisted research and scripting · audio production · browser-based delivery
World Cannabis Tours — YouTube trailer 
09 / Launch · CampaignGreenau PotsGreenau Pots
Built the B2B launch for a Serbian premium planter brand entering the professional design market.
The campaign around the 2023 Belgrade Furniture Fair filled all available manager meeting slots. Promotion was then paused because production was booked through year-end.
Greenau — the rebuilt catalogue: the range read by shape, then by texture 
10 / ProductionSolaris — Museum of Moscow's SubconsciousSolaris — Museum of Moscow's Subconscious
A mobile AR app built for Pavel Pepperstein's exhibition at the Museum of Moscow, later selected for the 18th Athens Digital Arts Festival.
Ten phygital works, each carrying an AR layer visitors opened on their own phone inside the light structures built for the show. Produced with Praktika Theatre and Amedia Production at the Museum of Moscow, November 2021.
Selected for the 18th Athens Digital Arts Festival
No case page yet
SOLARIS — AR walkthrough 
11 / ProductionAtalanta FugiensAtalanta Fugiens
A five-act AR theatre walk that turned Moscow's Kitay-Gorod into a stage.
The project launched publicly in 2020 as a mobile AR performance connecting theatre, urban space and an app-based audience journey.
How it was built
- The 2020 trailer master was unusable, and the promo had to be rebuilt in English from the original footage — through more rounds of notes than a hand-cut timeline survives.
- The edit lives as data. A JSON shot list drives a build script that reassembles the film — cuts, titles, cover and audio levels — in one command.
- Creative direction and the pipeline itself. I wrote the edit list, ran the rebuilds, and took each round of notes straight into the data.
- A 2:04 English film at 1920×1080. Every round of notes went into the shot list and came back as a new master.
ffmpeg · JSON edit list · scripted assembly · loudness normalisation
Atalanta Fugiens — promo film, rebuilt from the original footage in 2026 
12 / Launch · CampaignTrusboxTrusbox
A lingerie subscription brand I founded that put a neural-network-designed collection on the runway at Mercedes-Benz Fashion Week.
Launched 2013 as a subscription box, became a marketplace for independent Russian designers in 2016, and received investment through the GenerationS accelerator in May 2017. The AI-designed "Units" collection — six styles built with Trendmind's GAN/SRGAN process — debuted at Mercedes-Benz Fashion Week Russia on 16 March 2017.
How it was built
- A founder-led lingerie subscription brand needed a design story that did not exist yet in fashion — in 2017, before generative design was a category.
- The brand commissioned a collection designed by a neural network and took it the whole way: from generative experiment to a manufactured, sellable product, with the press story built around the method.
- Co-founder and CEO.
- The world's first commercial fashion collection designed by a neural network, produced and sold.
Generative design · manufacturing · press
No case page yet
Trusbox subscription box 
13 / Editorial · CampaignElectrotheatre StanislavskyElectrotheatre Stanislavsky
Digital and transmedia strategy for a Moscow repertory theatre, 2013–2014.
No case page yet
Electrotheatre Stanislavsky — projection on the Tverskaya facade - Tell me what you need
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- 01
Brands
You need a format of your own, not another campaign that ends when the budget does. I invent it and then produce it.
- 02
Festivals and cultural institutions
The programme exists; the thing that carries it to an audience does not. I build that part.
What I can do for you
- 01
Invent the format
Start from a blank page: what the thing is, who it is for, and the rules that make it repeatable.
Concept · Format rules · Audience journey · Pilot episode
- 02
Produce the series, exhibition or festival
Hold one creative logic across writing, design, sound, technology and production, and get it delivered on the date.
Creative direction · Production · Vendors & crew · Budget & schedule · Delivery
- 03
Get it in front of an audience
Carry the finished work to the people it is for, and make sure they actually see it.
Launch · Positioning · Press · Materials · Channels
What this covers
- 01
Concept & Authorship
Starting from a blank page: what the thing is, why it exists, and who it's for — then staying with it long enough that the answer survives production. Tariqa Shabbat started here.
- 02
Format Development
Turning an idea into a repeatable media format — sequence, rules, audience journey. Urban Russia ran the same seven beats in three cities.
- 03
Creative Direction
Holding one creative logic across writing, design, sound, technology and production, so the result reads as one piece. Atalanta Fugiens was five AR acts on one walk.
- 04
Cultural Production
Festivals and exhibitions produced end to end — programme, catalogue, communications, calendar. Six editions of the Moscow Jewish Film Festival, and the Emigration to the Future festival, produced without institutional funding.
- 05
From Concept to Audience
Carrying the idea the whole way — production, launch and the communications around it. A format that never reaches its audience isn't finished.
The format has to survive production.
An idea that only works in the pitch is not a format. I test it against what usually kills one: how it gets made a second time, and who has to understand it without me in the room.