Pyaterochka is a Russian supermarket chain and part of the international X5 Retail Group. This project was a collaboration with the Marvel universe, built around the idea of retail collectibles. I worked on it as an art director within the creative team at BBDO (team mates: Alexander Drabkin and Boris Burashev). Boris came up with the name “Начивки” (plural:Nachivki), a fusion of the Russian words Нашивки (patches) and Ачивки (achievements).
This was a large-scale campaign that included a TVC, a digital activation, an online hub, a TikTok challenge, and an outdoor campaign. Below is the video explaining the promo mechanics.▼
One of the key challenges in the brief was to figure out what to do with duplicate collectibles, which shoppers were inevitably going to get. I proposed a mechanic where duplicate patches could be used to create visual patterns, called “Builds.” Users could explore preset configurations on the website or come up with their own. The more complex the build, the better the reward.
Below are a few slides from the production process. They include my storyboards from the initial creative phase as well as the director’s pre-production boards.▼
Team Project with BBDO.
Creative Concept | Art Direction | Production Supervision