Big Corporate Life
(and I loved every minute)
Seven years, dozens of campaigns, one truth: the best work happens when brilliant people fall in love with problems.
I worked with Georgia's sharpest creative minds. The kind who turn impossible briefs into "challenge accepted."
The winning projects mixed hard data with gut instinct. Strategy with hope. Logic with a little magic.
My part: diving into ideation with the team, then figuring out how ideas could live across every channel. Creating content that felt right for each platform while keeping the story whole. Obsessing over details alongside everyone else from first sketch to final launch aaaand ...
I worked with Georgia's sharpest creative minds. The kind who turn impossible briefs into "challenge accepted."
The winning projects mixed hard data with gut instinct. Strategy with hope. Logic with a little magic.
My part: diving into ideation with the team, then figuring out how ideas could live across every channel. Creating content that felt right for each platform while keeping the story whole. Obsessing over details alongside everyone else from first sketch to final launch aaaand ...
It made me PROUD
360° campaigns taught me everything about people - how they watch, scroll, think, feel.
When it all clicked, when our story lived everywhere at once, I remembered why this work matters.
When it all clicked, when our story lived everywhere at once, I remembered why this work matters.
Best Is Yet to Come
Bank of Georgia's Christmas campaign is Georgia's unofficial holiday. Every December, the whole country waits.
In 2023, working with JWT Metro, we noticed something: Georgians love their past, fear their future. We said "flip it."
Enter Joze the Giraffe - Georgia's most beloved YouTube character - walking through hard times with stubborn hope. He keeps going. Keeps believing. Keeps showing up.
The message hit home: stay true to yourself, the best is yet to come.
We went everywhere: Every bank branch, every phone screen, every billboard, every bus stop. Even sparked a TikTok trend without trying. 8,000+ employees cried at the premiere.
The payoff: Georgia's most-watched and most talked-about holiday campaign.
In 2023, working with JWT Metro, we noticed something: Georgians love their past, fear their future. We said "flip it."
Enter Joze the Giraffe - Georgia's most beloved YouTube character - walking through hard times with stubborn hope. He keeps going. Keeps believing. Keeps showing up.
The message hit home: stay true to yourself, the best is yet to come.
We went everywhere: Every bank branch, every phone screen, every billboard, every bus stop. Even sparked a TikTok trend without trying. 8,000+ employees cried at the premiere.
The payoff: Georgia's most-watched and most talked-about holiday campaign.
March 8
March 8th in Georgia means one thing: celebrating women. But we wanted to do more than post pretty quotes.
"Tolia" - Georgia's most beloved folk song - had only been sung by men for decades. We thought: what if it wasn't?
We gave the mic to four incredible female artists - Kato Kvaratskhelia, Nina Kipshidze, Faniko, and Ana Uznadze - and said "make it yours."
It exploded everywhere: Full 360° campaign, TikTok took over, 5,000+ user videos in just three days. Georgia's most-streamed song that March.
and most importantly ... A whole generation hearing their grandparents' music with fresh ears.
"Tolia" - Georgia's most beloved folk song - had only been sung by men for decades. We thought: what if it wasn't?
We gave the mic to four incredible female artists - Kato Kvaratskhelia, Nina Kipshidze, Faniko, and Ana Uznadze - and said "make it yours."
It exploded everywhere: Full 360° campaign, TikTok took over, 5,000+ user videos in just three days. Georgia's most-streamed song that March.
and most importantly ... A whole generation hearing their grandparents' music with fresh ears.
SOLO X
Right Time, Right Place
Young professionals in Georgia had a problem: they wanted premium banking without the stuffy personal banker experience. We built them exactly that.
SOLO X was banking for people who live on their phones, think fast, and don't have time for branch visits.
The idea: "Right time, right place" - showing that success comes when you believe in your own timing.
The campaign: Master video with popular Georgian creatives and entrepreneurs, follow-up portfolio videos, SOLO Talk sessions, product campaigns with offers where young professionals actually hang out, events like SOLO Talks and SOLO Hobby.
Media everywhere: Newsletter, HTML banners, Google Ads, influencers, video campaigns, offline placements, mobile offers, blogs - we went where our audience lived, not where banks traditionally advertise.
Impact: Over 30,000 new customers joined in the first month. I was in charge of this project from the very beginning - shaping the strategy, crafting the story, and staying close through every part of the rollout.
SOLO X was banking for people who live on their phones, think fast, and don't have time for branch visits.
The idea: "Right time, right place" - showing that success comes when you believe in your own timing.
The campaign: Master video with popular Georgian creatives and entrepreneurs, follow-up portfolio videos, SOLO Talk sessions, product campaigns with offers where young professionals actually hang out, events like SOLO Talks and SOLO Hobby.
Media everywhere: Newsletter, HTML banners, Google Ads, influencers, video campaigns, offline placements, mobile offers, blogs - we went where our audience lived, not where banks traditionally advertise.
Impact: Over 30,000 new customers joined in the first month. I was in charge of this project from the very beginning - shaping the strategy, crafting the story, and staying close through every part of the rollout.
Thamar De Letay Vachnadze
Georgia almost lost one of its most brilliant artists to history's blind spot
Thamar de Letay was a Georgian painter, costume designer, collaborator with Dior - a creative genius whose work had scattered far away from the country.
We ran a full awareness campaign to bring her name back into the cultural spotlight. What started with research and curiosity turned into something bigger: we actually brought her works back to Georgia and mounted her first major exhibition at the National Gallery.
The campaign: A big, beautiful gallery show of her repatriated work - paintings, costume design, sketches, Dior collaborations, and more. A printed book telling her story. Visual content, banners, and blog features across platforms.
The result: Over 100,000 people visited the exhibition. A whole generation discovered an artist they never knew they needed.
We ran a full awareness campaign to bring her name back into the cultural spotlight. What started with research and curiosity turned into something bigger: we actually brought her works back to Georgia and mounted her first major exhibition at the National Gallery.
The campaign: A big, beautiful gallery show of her repatriated work - paintings, costume design, sketches, Dior collaborations, and more. A printed book telling her story. Visual content, banners, and blog features across platforms.
The result: Over 100,000 people visited the exhibition. A whole generation discovered an artist they never knew they needed.
Basketball Campaign
Georgia's first World Cup. Historic moment.
When our national basketball team made history, we knew we had to go big. Together with the agency, we built a 360° campaign that felt like the whole country was in the arena.
The message:
“I dedicate myself to my country until the last drop of sweat.”
The campaign everywhere: TV commercials, national billboards, player voices answering calls during games (imagine calling customer service and hearing your basketball hero), themed everything, special offers during match hours, full digital takeover.
Some people questioned the word "sweat." In Georgian culture, sweating can feel shameful. We flipped the script - told people it's beautiful when you give everything to something you love.
We created custom merch that players wore like armor. AAAALSO managed an OOH campaign in Japan.
Our players hearing Georgian voices broadcast from across the world saying
"We're rooting for you boys, until the last drop of sweat."
And there’s more, many more projects that meant something, moved people, and left their mark.
Let me know if you're curious. I’ve got stories.