Goal: Adapt Badoo’s global positioning for the Russian market and create the brand’s first nationwide outdoor campaign centred around openness and personal self-expression.

My role: I developed a visual concept featuring real people, their interests, and direct personal statements. I presented the concepts to Badoo’s international team, expanded the selected direction into a complete system, and supervised its production and adaptation across outdoor formats.

Result: The concept was approved by the global Badoo team and became the brand’s first nationwide OOH campaign in Russia, combining global brand recognition with a locally relevant cultural context.