Klippenshtein

I am

Alena

hi

I’ve led creative across FMCG, Fashion, Retail, Sport & Lifestyle, and Fintech, you all know these brands for sure

I don’t create logos, names, or campaigns for the sake of creativity

I build brands that people choose and remember

Brand Creative Director with 8+ years of experience shaping brands through strategy, creative leadership and cultural relevance

launched

8 brand platforms

reached

200M+ audience

led global identity redesign

delivered

70+ integrated campaigns

from scratch

built department

hired & mentored

20+ creatives

for 10+ markets

repositioned fintech brand

What’s in my bag?

the story

And this is

Inside, you won't find just lipstick, headphones, or a notebook

You’ll find the ideas I’ve carried over the last years — brand launches, collaborations, creative stories for big & local companies

COCA-COLA

Reintroduce Coca-Cola Vanilla to Gen Z by making the brand culturally relevant through a bold creative platform.

Challenge

Instead of starting with the product, I started with culture. Explored what shaped Gen Z conversations and identified an unexpected tension between "brutal" rap culture and the growing appreciation for aesthetics and self-expression. Vanilla became the bridge between the worlds, transforming a product relaunch into a cultural conversation.

Creative Thinking

Defined the creative platform and led the end-to-end creative vision across advertising, PR, experiential, digital, social, production — aligning every Coca-Cola agency behind one integrated idea.

My Role

The campaign expanded our agency’s creative remit across the Coca-Cola portfolio, including Sprite, Fanta, Schweppes.

Impact

• Bronze Effie Award for Creative Effectiveness
• 20K+ organic event registrations with no paid promo
• 3 big events across Moscow, SPB, Sochi
• 4K+ UGC posts featuring the brand

Results

REMY MARTIN

Rémy Martin’s global platform "Team Up" is built around co-creation — the belief that great ideas emerge when different talents come together. I wanted to bring this philosophy to life in Russia in a way that felt authentic and culturally relevant, moving beyond a traditional brand partnership.

Challenge

Noize MC as a сhosen partner because he is one of Russia’s most influential contemporary artists — a cultural connector known for bridging generations. Partnered with Noize MC to transform co-creation into a real creative process. Together with three emerging artists, he reimagined his iconic track ("The Universe Is Infinite"), creating a dialogue between different generations and artistic voices. My key creative decision was to position Rémy Martin not as the hero of the campaign, but a brand that creates the space for meaningful collaboration to happen.

Creative Idea

• 8M+ YouTube views
• 50%+ VTR
• 41 years of total watch time
• 2,000+ positive comments

Results

FANTA

Fanta launched a new product with a "flipped" label. The task was to turn the packaging innovation into a cultural moment.

Challenge

As Creative Director, I built the entire campaign around one idea: "if the product is upside down, everything around it should be too". Transformed the "flip" into a creative system: instead of a traditional ad, created a cinematic film inspired by "Fight Club" aesthetics. Instead of a short pre-roll, launched a 3-minute video people wanted to discover. Instead of banners, created memes and cultural triggers. With Slava KPSS as the local ambassador and his multiple "alter egos", built a universe full of references, easter eggs, and unexpected twists.

Creative Vision

People didn’t just watch the campaign — they decoded it, searched for it, rewatched it, and spread it organically.

Impact

• 94% like ratio
• 2× product consumption growth
• «Best in Class» & «High Average», Google Brand Lift
• The highest level of BRAND LOVE among the target audience in the past 3 years

Results

The product feature became a cultural phenomenon. For me, the goal of creativity is not just to capture attention for a moment, it is to make the product become part of culture: something people talk about, reinterpret, share, and give their own meaning to. The strongest brands don’t interrupt culture, they create moments inside it.

YANDEX MARKET

Yandex Market was strong in promotional communication but lacked cultural relevance. The challenge was to transform the brand from e-comm service into a participant in everyday conversations and cultural moments.

Challenge

I shifted the approach from campaign-driven marketing to an always-on cultural strategy. I built a framework for identifying moments where culture, consumer behavior and brand value intersect — allowing Yandex Market to enter conversations in a meaningful way. Built a creative ecosystem of studios, agencies and creators, redesigned the influencer model into a long-term ambassador network, and established new workflows between Marketing, Creative Studio and PR. I also led cross-brand collaborations with Kinopoisk, Yandex Browser and other ecosystem partners.

My Role

Created a new operating model for brand communications, enabling faster cultural response and more relevant storytelling.

Impact

• 10M+ organic impressions across flagship activations
• Built a scalable creator and content ecosystem
• Developed a framework for evaluating cultural moments for brand participation

Results

INFINOX

Repositioning a Global FinTech Brand in a Noisy Trading Category. Infinox is a 17-year-old fintech brand in a crowded trading market driven by hype and short-term promises. The challenge was to create a new brand position that would stand apart and connect with a new generation of "sophisticated traders".

Challenge

As a Group Creative Director I led the global transformation of Infinox across 13 markets — from brand strategy and creative platform to identity, experience and communication.

Role

"Trading is not for everyone". Instead of competing for attention through noise, positioned Infinox around the mindset of successful traders: focus, discipline and control.

The core idea

• New brand platform and communication strategy
• Global visual identity redesign, including logo and guidelines
• Website transformation built around the contrast between focus vs noise
• Digital, offline and lifestyle brand experiences
• Global partnership activations, Tottenham and Porsche Cup

Led the development of a complete global brand ecosystem:

• Restructured the creative team (3 × delivery capacity)
• Established new production workflows (-4 creative review cycles)
• Built international network of production partners (-35% production costs)

Rebuilt the creative organization to support global growth:

BOTROIS

Prepare the brand for its next stage of growth ahead of 10th anniversary by transforming both the brand and the way the team worked.

Challenge

Instead of starting with a campaign, I started with the system behind it. I redefined the brand roadmap, rebuilt creative workflows, and introduced clear governance to create a faster, more scalable marketing function. With this foundation, developed an anniversary platform and an earned-first creative approach designed to generate cultural relevance, not just reach (but organic reach as well!).

Starting Point

Developed a six-month brand roadmap, restructured the creative organization, led the anniversary platform and flagship event concept, and redefined the influencer strategy by expanding into new creator tribes.

My Role

• 67% faster campaign launches
• 7+ capsule campaigns delivered in four months
• 40% growth of the marketing team (PR & Influence)
• 2025 anniversary platform approved & implemented

Results

Brand & Visual identity for sports studio in London

First-ever Brand platform for 12 Storeez

Launch of
Coca-Cola’s
first energy drink

Content leadership for Ultima Yandex Market Instagram

Running community creation for Demix

First comment-driven activation
for Coca-Cola Zero

Brand positioning for a premium dog brand

in my bag?

what you were looking for

Didn't find

The best ideas rarely come from the internet. They come from observing

Maybe it doesn’t exist yet

I work with brands that need
a sharper story, stronger identity, or a creative team that works as one

Curiosity is my favorite creative tool. I study fashion, typography, languages, and visual culture because they constantly challenge how I think about brands

Travel, cycling, hiking keeps me grounded in discipline and consistency, while my personal creative projects give me the freedom to experiment

Let's make something happen

Have an idea, a project, or just a feeling that we should work together? Tell me about it.