VK is Russia’s largest tech corporation, often described as the country’s equivalent of Meta or WeChat. This was a complex project — VK’s massive New Year’s campaign. The client was in the middle of a rebranding process, with the team still searching for a consistent visual language and tone.
The challenge was to weave holiday spirit and seasonal codes into a clean, minimalist new identity. Two concepts made it to release: a creative one featuring people reflected in a mirror Christmas ball, and a more traditional festive route built around a branded background (which also took time to define). My focus on this project was art direction and supervising the photoshoot. Created at GG (formerly of VMLY&R), in close collaboration with Pavel Ganin.
A few intermediate concepts below.▼
Team Project with GG, formerly of VMLY&R.
Creative Concept | Art Direction | Production Supervision