TV commercials
My Role in TV Commercial Development
as Client Lead from the Agency Side
  • Developed and managed detailed roadmap and timeline for the project
  • Led creative teams in script and storyboard development, ensuring alignment with the client's brief and test results
  • Oversaw all stages of the production process, supervising producers and creative teams to maintain full alignment with client expectations, timelines, and budgets:
    • Bidding — selection and allocation of production studios, directors, and post-production partners
    • Pre-production — development of the director’s storyboard, location scouting, casting, props, wardrobe, and overall logistics; pre-PPM and PPM sessions to align every production detail within the team and with the client
    • Shoot — on-set supervision to ensure every scene was approved by both creatives and the client; partnered with the producer to stay on schedule and ensure all agreements were upheld and every shot was captured in full accordance with the approved storyboard
    • Post-production — editing, voiceover recording, sound design, original music composition, color correction, CGI, and VFX based on the script and director’s treatment
    Overall: 40+ TV commercials, including international productions across Latvia, the Netherlands, Slovenia, Hungary, Georgia, the UAE, Serbia, Uzbekistan, and other locations.
  • Ensured alignment and approvals at every stage, managed client feedback, and resolved all comments
  • Led final material delivery in accordance with technical specifications and media plans
  • Supervised analysis of post-test results and the development of recommendations based on findings
Client: Tele2 Kazakhstan
Agency: McCann
Period: 2023-2025

DESCRIPTION
Tele2 Kazakhstan is one of the leading telecom brands in the local market. In 2023, the brand launched a new communication platform, repositioning itself from a low-cost, sitcom-style operator to an innovative, value-for-money technology leader. To support this shift, we developed a new creative framework built around the "Agents of [Your] Benefit" — brand heroes who fight against the “organized disbenefit” in mobile communication. The concept drew inspiration from superhero and spy action films, blending blockbuster aesthetics with bright, relatable humor. The platform resonated strongly in market testing and secured a two-year contract covering full strategic and creative scope.
Over the following two years, we produced 10+ high-end TV commercials as part of fully integrated campaigns. These involved live-action shoots with international actors across multiple countries, including Serbia, Georgia, the UAE, Kazakhstan, and Uzbekistan — to reinforce the brand’s modern, international image. Each spot featured complex post-production with CGI and VFX elements, helping to strengthen Tele2’s technological positioning in a highly competitive market.
Compilation of Tele2 TV commercials
Client: Qino
Agency: McCann
Period: 2025

DESCRIPTION
Qino is a new video streaming service launched in Kazakhstan. We led the full strategic and creative rollout — from brand positioning, naming, and guidelines to a 360° launch campaign, including TV commercial, OLVs, OOH, and digital assets. The campaign was built on a relatable insight — when we watch movies, we immerse ourselves in their world. Characters, stories, and moods become part of our own reality.
To bring this idea to life, the commercial required complex production, combining live-action shoots with advanced VFX to seamlessly integrate archetypal characters from various genres — including cartoons, horror, fantasy, sports, and popular science — into everyday scenes. The film featured an original soundtrack that supported the narrative arc and enhanced the emotional flow, along with scene-tailored color coding to emphasize the distinct mood of each sequence.

(here will be the button to go to the full campaign description in Launch & rebranding section)
Agency: Arnold Worldwide & Havas Group
Period: 2015-2021

DESCRIPTION
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Made on
Tilda