Creative work inside the system—with heart, not just headlines
I’ve spent the last 7 years in the corporate world—collaborating with top agencies, working in-house, and building campaigns alongside some of the most talented teams in Georgia.
Whether inside a company or across the table from an agency, I’ve had the joy of co-creating 360° campaigns with people who care about ideas as much as results. It was never just about the brand brief—it was about the people and the process behind it.
We mixed strategy with heart, structure with instinct, and built things that moved both brands and people.
My favorite part? We didn’t just make one thing and move on—we built full 360° campaigns that lived everywhere. Being responsible for the whole picture—from first thought to full rollout—felt meaningful. It made the work real. It made me proud.
Every New Year, Georgians wait for a holiday film that feels like tradition. In 2023, we chose to offer more than seasonal joy—we offered a quiet kind of hope.
Together with JWT Metro, we created a Christmas campaign designed to reframe a common mindset: people tend to romanticize the past and fear the future. We invited them to do the opposite.
The film follows Joze the Giraffe—Georgia’s most iconic fictional YouTube character—as he navigates adversity with quiet optimism. Despite everything, he keeps walking. Keeps showing up. Keeps believing.
The message: If we stay true to ourselves and don’t lose our sense of purpose, thebest is yet to come.
Campaign Highlights:
– All company branches (nationwide)
– Mobile banking interface
– Digital platforms and internal comms
– Nationwide OOH: billboards, citylights, transport hubs
– Video storytelling for external + internal audiences
– Created TikTok trend
– Premiered at New Year corporate celebration (8,000+ employees)
- Most watched video during winter holidays
We handed the mic to four contemporary female artists—Kato Kvaratskhelia, Nina Kipshidze, Faniko, and Ana Uznadze—to bring new meaning and power to a familiar sound.
The Concept: "Tolia" became more than just a performance—it became a statement. A way to reinterpret tradition, challenge inherited norms, and celebrate women not just through words, but voice.
The Execution:
– Full 360° campaign, from concept to rollout
– TikTok campaign around the re-recorded track
– Over 5,000 UGC videos created within 3 days
– Most streamed song in Georgia on Spotify for the month of March
– Blog stories, behind-the-scenes content, artist spotlights
SOLO X
Premium, Digitally Reimagined
We created SOLO X for a new kind of customer: young professionals who didn’t need a personal banker but still wanted access to premium benefits. It was designed for a tech-savvy generation—fast, digital, and relevant.
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 and SOLO Talk sessions
– Product campaign with offers in places young professionals actually go
– Events like SOLO Talks and SOLO Hobby
Media & Channels:
Newsletter, HTML banners, Google Ads, influencers, video campaigns, offline placements, mobile offers, blogs
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
Thamar de Letay was a multi-talented Georgian artist—once forgotten, now finally seen.
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: her first major exhibition at the National Gallery.
The Campaign:
– A big, beautiful gallery show of her work: paintings, costume design, sketches, Dior collaborations, and more
– A printed book telling her story
– Visual content, banners, and blog features across platforms
This project wasn’t just a launch—it was a revival.
Basketball Campaign
When Georgia's national basketball team prepared for their historic first World Cup, we built a campaign to match the moment—loud, proud, and all heart.
Together with the agency, we created a full 360° campaign to rally the nation. The message?
I dedicate myself to my country until the last drop of sweat.
The Campaign:
– TV commercials and national OOH
– Player voices in call centers during games
– Themed digital channels and social media
– Special offers activated during match hours
– Full branding across digital and physical spaces
– Online viewing event at Sports Palace (30K+ attendees)
Some people weren’t sure about the word “sweat.”
Anyway, the campaign landed. Awareness that the company sponsored the national team rose big time. Still one of my favorite projects. <3
We also created custom merch that each basketball player wore proudly throughout the campaign—it wasn’t just apparel, it was a statement.
The championship took place in Japan, and despite not knowing anyone there, we managed to execute an OOH campaign on the ground. It was surreal when our basketball players heard Georgian supporter voices broadcast from across the world—saying: "We are supporting and 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.