WORK
(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 spent most of my career on the client side, working alongside some of Georgia's sharpest creatives. The kind of people who turn impossible briefs into "challenge accepted."
My part? Building the bridge between the idea and the real world.
Helping shape the concept, then figuring out how it could live across every channel, every format, and every audience without losing what made it special in the first place and ...
I spent most of my career on the client side, working alongside some of Georgia's sharpest creatives. The kind of people who turn impossible briefs into "challenge accepted."
My part? Building the bridge between the idea and the real world.
Helping shape the concept, then figuring out how it could live across every channel, every format, and every audience without losing what made it special in the first place and ...
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.
In late 2025, I moved to the other side of the table and started leading creative development myself.
The projects below come from both chapters. Same obsession: making ideas people care about.
In late 2025, I moved to the other side of the table and started leading creative development myself.
The projects below come from both chapters. Same obsession: making ideas people care about.
Best Is Yet to Come
Role: Brand Manager
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.
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.
March 8
Role: Brand Manager
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.
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.
SOLO X
Right Time, Right Place
Role: Brand Manager
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.
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.
Thamar De Letay Vachnadze
Georgia almost lost one of its most brilliant artists to history's blind spot
Role: Brand Manager
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.
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.
Digital Rebrand of Bank Of GeorgiaRole: Brand Manager
I worked with Innocean Berlin on the digital rebrand of Bank of Georgia.
Beyond redesigning digital assets, we built an identity system for the bank's entire ecosystem, creating a common language across multiple sectors, products, and touchpoints.
The challenge was balancing consistency with individuality. Everything needed to feel connected without feeling the same.
I worked with Innocean Berlin on the digital rebrand of Bank of Georgia.
Beyond redesigning digital assets, we built an identity system for the bank's entire ecosystem, creating a common language across multiple sectors, products, and touchpoints.
The challenge was balancing consistency with individuality. Everything needed to feel connected without feeling the same.
Mother's Day Social Experiment for Bakuriani Water
Role: Creative Lead
Bakuriani is one of Georgia's leading bottled water brands. For Mother's Day, we invited mothers and their kids to play a simple game that quickly turned into something much more emotional.
I've worked on productions before. But this was the first time I found myself shaking on set. Because everything you see is real. Just raw emotions unfolding in front of the camera.
And most importantly... A reminder that care is something we all need, just like water.
BORJOMI | The Nature Force Club
Role: Creative Lead
One of my first freelance projects with my favorite creative partner - Saba Lekiashvili.
Borjomi brought together some of Georgia's most celebrated athletes and asked a simple question: What does the force of nature look like in a person?
Together with the best team, we built a content platform around the idea, creating individual stories for each athlete. The project included full creative direction, social content, outdoor advertising, and a series of athlete-focused films.
Bakuriani is one of Georgia's leading bottled water brands. For Mother's Day, we invited mothers and their kids to play a simple game that quickly turned into something much more emotional.
I've worked on productions before. But this was the first time I found myself shaking on set. Because everything you see is real. Just raw emotions unfolding in front of the camera.
And most importantly... A reminder that care is something we all need, just like water.
BORJOMI | The Nature Force Club
Role: Creative Lead
One of my first freelance projects with my favorite creative partner - Saba Lekiashvili.
Borjomi brought together some of Georgia's most celebrated athletes and asked a simple question: What does the force of nature look like in a person?
Together with the best team, we built a content platform around the idea, creating individual stories for each athlete. The project included full creative direction, social content, outdoor advertising, and a series of athlete-focused films.
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.