New Samokat
campaign
creative
production
In this advertising campaign, I and my team were tasked with developing a creative concept about new expanded product line that could be easily distributed across various promotional channels. I was responsible for overseeing the quality of photography, generation, video production, CGI, and the distribution of the final material in over 200 cities and across various formats (from web banners to corner media facades and TV commercials).
New Samokat
campaign
creative
production
In this advertising campaign, I and my team were tasked with developing a creative concept about new expanded product line that could be easily distributed across various promotional channels. I was responsible for overseeing the quality of photography, generation, video production, CGI, and the distribution of the final material in over 200 cities and across various formats (from web banners to corner media facades and TV commercials).
The main challenge of this project was to demonstrate that the grocery delivery app now offers an expanded assortment: literally anything you can imagine. Cosmetics, clothing, and household appliances are all available for delivery within 1–2 days at the click of a button. To tackle this, we held joint sessions with the brand, production, copywriting, and commercial teams to determine the optimal setup and product selection. We also had to keep the brand’s 2025 identity in mind: Samokat as an 'Experience Factory,' which meant the layouts had to convey a distinct sense of emotion and experience.
The project's complexity was driven by tight deadlines — just two months to develop the entire campaign — alongside a constantly shifting product range for the first flight. We also faced uncertainty regarding the total number of products to be featured and the ultimate duration of the campaign.
Under these conditions, the video production team moved quickly into pre-production, handling scripts, storyboarding, casting, and locations. Since there was no dedicated budget or time for a separate photoshoot, the team attempted to capture the stills at the end of the filming day. The results didn't meet our internal standards, so we pivoted quickly, using AI tools to enhance and refine the existing assets.
Under these conditions, the video production team moved quickly into pre-production, handling scripts, storyboarding, casting, and locations. Since there was no dedicated budget or time for a separate photoshoot, the team attempted to capture the stills at the end of the filming day. The results didn't meet our internal standards, so we pivoted quickly, using AI tools to enhance and refine the existing assets.
We went through dozens of iterations using various tools. We dealt with everything from six-finger glitches and overly complex backgrounds to the struggle of getting the gaze direction just right. We even had to resort to some 'manual cheating': for one of the key visuals, I actually took a selfie, overlaid my own eyes onto the model’s face, and retouched them until they looked acceptable.
AI-generation
first generation and finished material
Ultimately, we produced three categories of key visuals and three categories of promo layouts. Each layout consisted of five master assets, which were then resized into 300–400 different formats. While we utilized an external agency for this, many of the deliverables came back with errors, requiring us to step in and fix them manually.
Backstage
The videos turned out to be quite emotive. The shooting days lasted 18 and 36 hours respectively — an incredibly grueling schedule for both the production crew and the actors. It’s true that in a couple of layouts, we couldn't achieve a 100% match between the static key visual and the video footage. However, given the sheer volume of materials, the variety of touchpoints, and the high frequency of the ads, our testing showed this was merely a minor detail rather than a real issue.
TV / OLV: Kid
TV / OLV: Beauty
TV / OLV: Home
Naked-eye LED screens
