Greater Paris Metropolitan Region
“Thinking outside the box and leveraging best-in-breed tools to develop impactful added-value creatives with user-centric experience for owned, earned & paid media that increase mindshare and purchase intent.” Actually, I don’t think I understood much of that either. Just wanted to do a bit of SEO – that’s “Search Engine Optimization” to normal people, or “increasing the chance of recruiters finding you” to REALLY normal people. Did I miss anything? Ah yeah: “paradigm”, “paragon”. Anyway, so what do I actually do? Well… On top of other fun stuff, I also take care of the more everyday duties of a creative director working with different markets around Europe, such as helping local teams to come up with strong ideas and concepts that both meet the creative brief AND actually work. Lastly, I do it all with a cheerful smile, fully aware that if it was supposed to be easy, if clients never changed their minds, if briefs didn’t get rewritten mid-project, if deadlines were always reasonable, then I wouldn’t be needed in the first place.
Ferrero Raffaello is probably one of Russia's best loved chocolates, and most strongly associated with love and romance. With 3SBA, I conceived Raffaello Russia's new brand message: "А как любите вы?", which - as I'm sure I don't need to explain - means "How do you love?" Building on this, I wrote and cast the two-minute brand film, which has already received several million views, and lots and lots of those "like" things.
Amongst other budgets, working on the Swiss haute-luxury brand Piaget, writing film scripts, print advertising, press releases and speeches for senior Piaget executives and Piaget VIPs. Successfully launched the new Piaget Polo S, with film and print campaign.
Working on VERY different budgets, oversaw fashion shoots for Londa professional haircare, and wrote, cast and edited films to launch Michelin's latest car tyre.
High point: responsible for writing, casting, shooting & editing of twenty-six different "Honestly" TV commercials, filmed directly in English, German, Italian, Russian, French, Spanish & Portuguese. Day-to-day: overseeing digital, print and TV creatives from multiple markets around Europe. Embarrassing moment: foolishly volunteering for the minor role of "Skyping friend" in the German "Young Professional" commercial, shown below.