I never thought advertising could make me believe in humanity.
I walked into an agency knowing absolutely nothing about the industry. Then someone showed me a few Cannes Lions cases. And everything clicked.
I realized I’d found what I’d been looking for all my life: a way to make people notice what matters, inspire them to do good without preaching, and find something human in a commercial world.
That’s how I fell in love with advertising. And I still am.
Case 01 · Open call for creators
Three winter months in which Jägermeister Kazakhstan gave its Instagram to local creators.
Brand content, winter 2025–26
Case 02 · FIFA World Cup 2026
Behind the scenes, Tashkent
Case 03 · Young Lions Central Asia 2025
Digital · Gold
A gift that doesn’t gather dust or end up in the trash. It grows, makes oxygen and lives for decades.
The context
Many cities in Kazakhstan live in heavy smog. Clean air is no longer a comfort, it’s about health.
What we noticed
People struggle to find a meaningful gift. A gift should last, carry meaning and bring joy beyond the moment of giving.
On marketplaces, a new product appears among the gifts: a living tree for $0. #BMGoGreen plants it in the recipient’s city and gives it their name. A digital tag shows its age, location and how much oxygen it has made, like a Tamagotchi rooted in the city.
How it works, from the board
A gift that keeps on living.
Case 04 · Cannes Young Lions 2025
Digital · Shortlist, top 10 of 51
Gen Z films its life every day, and much of it exists thanks to wild bees. But bees never get tagged. So each bee gets its own Instagram account and asks to be tagged as a co-author.
Cannes Lions, June 2025
Each bee has a name, a face and a bio about what it pollinates. Brands and marketplaces like Amazon can link products back to the bee behind them.
The first open-air festival in Almaty after lockdown and the launch of Tiger Crystal. A quest led guests through the zones, and a 7-metre tiger built live became the city’s Tiger Plaza.
The second edition, built on Tiger’s global Uncage platform: street food, art and music, with Guano Apes playing Kazakhstan for the first time.
An art project for artists and sculptors. Finalists spent a month in a studio with well-known Almaty artists as mentors, building installations from Tiger cans and neon.
My own video formats for the brand, like Tiger Chef, where Almaty chefs cook a dish with Tiger in their own kitchens.
Yandex Pro
