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Identity
Radio
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Also we developed a limited-edition festival merch line. During Silporichichia, visitors could print T-shirts with their favorite “pundyky” directly inside Silpo stores — turning shoppers into participants of the celebration.

Like any real festival, Silporiichchia had its own wristbands — a simple yet distinctive physical marker that strengthened the sense of belonging.

We developed a flexible festival-style identity that scaled across all touchpoints — from the app to large-format DOOH — supported by a hybrid production approach combining crafted illustration and AI tools.
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We launched teaser materials hinting at an upcoming festival. In hero videos, musicians performed directly inside stores, turning shelves into stages and discounted products into lineup headliners.
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Task
Silpo
Bithday
Reimagine the anniversary campaign for Ukraine’s largest and most recognizable supermarket chains Silpo as more than a retail promotion.
Our goal was to transform birthday discounts into a cultural event that would drive traffic, spotlight key products, and reinforce Silpo’s emotional positioning as a joyful, experience-driven brand.

If Silpo is already a festival of joy, its birthday shouldn’t look like a sale — it should feel like a festival. We created “Silporicichhia 27” — a Festival of Discounts where products became headliners. In Ukrainian, “richchia” is a suffix-based noun form that denotes an anniversary or the completion of a specific number of years since an event. For Silpo, it was 27 years.
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