Skills: copywriting, conceptual thinking, strategy, storytelling, video production, I also know Figma and work back-to-back with product teams
Quickly diving into complex projects and always exploring uncharted waters
My dog Maxi
Between the lines, I’m walking my dog, writing poetry, crafting things, traveling and visiting lighthouses around the world
(like that one in Sicily)
creator and copywriter
Example 1: In-app notification for Yandex.Drive, car-sharing app. The brand gained recognition for its unique tone of voice, which I helped develop. In 2020, no one dared to speak in that way, making us pioneers in the field. My in-app notifications about new car launches were especially viral, someone even published a collection of it
Example 2: Chain of warning messages for Yandex.Drive, a car-sharing app. Quite often, users were driving a bit recklessly. If that became a habit, the system would send warning messages with one goal — to encourage more careful driving. It was a somewhat disappointing form of communication for users, so the challenge was to stay within the brand's TOV while delivering a strong message at the same time
Example 3: UX copy for Bookmate, reading app. The brand's mission is to intrigue and encourage people to read. I developed a Tone of Voice and guidelines, and one of the methods i used is turning the in-app experience into something enchanting as the books itself
Example 4: UX copy for Notcoin, a Telegram mini-app. It’s a Web3 project about mining crypto through gaming and building a community for millennials and zoomers. The tone we chose is quite relaxed and playful, a perfect match for the audience
As part of the "Just Whistle" launch campaign, I created a video that makes everyone go "Hmm" when they see Jiffy's prices.
In this one, I took the action to the racetrack because, somehow, all the car-sharing users feel like Formula 1 drivers. A patented technology called Drivematics helps understand a person's driving style to prevent car accidents and even improve driving skills
I love making videos, and the lower the budget, the more fun it is. In 2019, car-sharing was a new concept for the Russian audience, so I created a video to explain what it is and how a regular car turns into a high-tech car-sharing vehicle. I used Edgar Wright's cuts and speed to make a boring routine pretty enjoyable
That one was made for the B2B audience of the Maps app to show them the benefits of using extra ad tools in order to be more visible and stand out among their competitors
To promote the new season of The Walking Dead, I created an interactive, immersive quest to re-engage viewers after a long break. Using Alice (a Siri-like voice assistant), players had to make critical decisions—enter the dark basement or block the zombies with closet supplies, search for a weapon or find a secret exit. Alice guided them through a storyline filled with twists, hidden Easter eggs, and multiple endings—leading to a long-awaited rescue… or not.
To celebrate Moscow's birthday, I (as a creator) organized a party with Russian symbols in augmented reality all around the city. People could see them using the Yandex.Maps app (similar to Google Maps) and celebrate the Day of the City at the same time. Our low-budget landing page is still live
For the car-sharing brand, I created a series of extraordinary car launches. A plastic bag for a brand-new Mercedes, a film camera for the 1965 Mustang, colored smoke bombs for a badass BMW, projected fragments of a Nordic city for a Volvo, and a sense of mystery by capturing Porsche 911s inside containers as if they were hidden away. Together with photographers, we were always coming up with something eye-catching
During the lockdown, we showed our support to our customers who were staying at home by displaying funny and kind messages on the tops of our cars: "drop the ball", "it's boring here, it's better at home", "everything will be
alright", "thanks for a son" etc
surkovaklever44@gmail.com
