The Moscow-based clothing brand MNRV needed a visual style that would set it apart from the typical, uniform studio shoots. After researching the market, I realized that most apparel brands rely on the same techniques and bright, airy photo studios—making it difficult for any single brand to express its own unique identity.

The core message of the brand MNRV is to «turn any day into a special one.» But what if a «special day» weren’t just an occasional holiday, but a permanent state of being? Building on this concept, I juxtaposed two realities: the everyday, historical backdrop of St. Petersburg—its communal apartments and grand entrance halls—with the bold aesthetic of MONREV. I also employed AI technology as an artistic device to distort reality, introducing elements like metallic textures, cold, high-contrast lighting, sharp overexposed highlights, and a sense of adrenaline. The result is a campaign that evokes strong emotions and perfectly captures the vibe of the brand’s clothing.

A top-tier Moscow agency stopped responding to my messages after a project brief. Instead of getting upset and shelving the project, I made a «diss track» about them. It turned into a bold story featuring real people—the kind I just have to share.

A gift shop based in St. Petersburg needed to differentiate itself from the typical souvenir store and convey a sense of warmth and care—a stark contrast to the city’s cold, dark environment. The brand positioning was built around a myth about winged elves living on the rooftops of St. Petersburg: «whenever a person feels joy, an elf enters them.» Drawing on this brand philosophy, I developed a pixel-art-inspired visual identity and cozy, inviting packaging.

The design concept is rooted in a play on meanings: the graphic «pixel» serves as a metaphor for a soft, ambient glow in the dark, while phonetically echoing the word «pixie»—a nod to the folklore of elves and fairies. Throughout the project, a brand book was developed, establishing a set of guidelines that govern the design of all the brand’s packaging. Each gift, crafted within this cohesive aesthetic, ensures the brand remains instantly recognizable. As a result, the customer isn’t just purchasing a product; they are gaining a sense of connection to a small, heartfelt celebration—which, in turn, encourages them to return.