Goal: Drive bookings during the Black Friday campaign period.

My role: I developed a scalable visual concept that could be quickly adapted across formats, reducing the time and resources required from external production partners for resizing. I also created four video storyboards: one for Smart TV with a QR code and three OLV versions tailored to the campaign’s key JTBD segments — general audience, reskilling, and upskilling.

Result: The campaign reached approximately 83% of its payment target. Yandex TV achieved a 0.5% CTR, in line with platform benchmarks, while web placements also delivered benchmark-level traffic. Final results are pending the completion of the campaign attribution period.