McDonald’sMcHappy Day & beyond
Campaign concepts, scripts and channel creative that connected awareness with participation.
200K registrations · $230K+ donationsExplore the case ↗Campaigns / Entertainment / Products / Applied AI
Good ideas.
Different kinds of impact.
Creative concepts, production and usable systems — each case shows the task, my contribution, the work stages and the result.
Case library
Campaigns, film and entertainment
McDonald’s
UnileverTogether Apart
A brand story carried from digital campaign to short film presented in Cannes and a later series format.
Campaign → film presented in Cannes → seriesExplore the case ↗
Volkswagen / Leo BurnettWow! Tiguan
One campaign idea carried through TV, digital, outdoor and social with three production houses.
TV · digital · outdoor · socialExplore the case ↗
Coca-Cola / FantaTaste This Winter
A multi-video animated campaign built from concepts, scripts, storyboards and a repeatable visual world.
Concepts · scripts · storyboards · animationExplore the case ↗
BASF / FrandesaThe Battle for the Harvest
A technical crop-protection story developed into a 14-minute corporate spy film.
14-minute film · HR Brand team partner prizeExplore the case ↗
Sony Music / Artist releasesArtist releases & entertainment
Release concepts, artwork and PR across music, television and live entertainment.
Release concepts · cover art · PRExplore the case ↗
Paramount Pictures / ComplexSCREAM 7: IN PROGRESS
A five-work poster series; “IN PROGRESS” selected for the official Complex Los Angeles exhibition.
“IN PROGRESS” selected from the original five-work seriesExplore the case ↗Case library
Products, commerce and applied AI
Cal Poly DxHub × AWSEHS Mentor
A working training and compliance workflow prototype, from problem framing to a presented system.
Presented workflow prototype · Cal Poly DxHub × AWSExplore the case ↗
MageWorx / Shopify platformMake the product benefit visible
Feature-led product stories, social ads and reusable layouts for an e-commerce extension portfolio.
Feature-led ads · reusable Figma layoutsExplore the case ↗
Universal / InterscopeMusic, from artwork to release
An independent release workflow linking artwork and launch content with physical products and Shopify commerce.
Artwork · prepress · launch content · commerceExplore the case ↗
Société GénéraleA connected banking identity
Bank-side research, creative and website delivery across a changing brand.
4× YoY conversions across broader digital workExplore the case ↗
Independent research / In development
Who gets to teach AI what a culture means?
I explore source-visible AI, cultural memory and language learning through Unmute Belarus, an archival research practice, and Joy of Phonetics, a formative pronunciation-learning prototype.
The work connects original sources, interpretation and review. Methods and project status are public; learning outcomes are still questions to test.
Explore the research ↗01 / SOURCESArchives, language, lived culture
02 / INTERPRETATIONMake the reasoning visible
03 / REVIEWTrace, question, test
Design and learning prototypes
Independent ideas in development.
Joy of Phonetics
Recording to the next practice task.
An ongoing pronunciation-learning prototype, with practitioner-led feedback and iteration.
Palacio / Design study
An artist page, through review.
A sanitized brand and artist-page design case, with feedback and iterations documented.
Insight Cards / March 2026
Reflection, one question at a time.
A Gemini hackathon prototype for reflection and journaling, hosted in Google AI Studio.
Additional work
Experience beyond the case gallery.
LinkedIn / AI evaluation contribution
Creative and multilingual judgment.
Evaluate creative and multilingual AI responses, with scored, actionable feedback. Work is described at contribution level; confidential prompts and internal systems are not published.
Google via Cara Casting
Speech data for AI training.
Contribute Eastern European-accented English speech data through Cara Casting, connecting language awareness with voice performance.
AURORA / Retail strategy
Useful communication under disruption.
Wartime anti-crisis strategy and promotional creative for the Horizon Capital-backed retail network, adapting offers and messages to changing stock availability.
Ericsson-related language study
Belarusian language expertise.
Contributed Belarusian-language expertise to AI speech work. The public description preserves project confidentiality.