main / 07 — cases
CASE STUDIES
the projects that went the full distance, concept to production: flagship campaigns for coca-cola across the CCAR region, Kaspi × OYU Fest, and the work i'm proudest of.
Caravan
For the past couple of years I've been part of a creative agency partnered with Ogilvy, on the Studio X WPP team for Coca-Cola across the CCAR region. Seasonal launches, brand activations, and a lot of visuals, adaptations and shopper materials in between.
Out of all of them, the Christmas Caravan is my favorite. It's the project that reminds you why you love this job.
Our team made the Caravan campaign from start to finish. I designed promo and non-promo key visuals for outdoor, digital and social, plus the digital promo materials that ran through the whole season. Everything was produced for the entire CCAR region, not just Kazakhstan and Uzbekistan.
Coke Studio
As part of the global creative platform Coke Studio, the Coke Studio Road Show festival took place across Kazakhstan and Uzbekistan in 2024, covering four cities: Shymkent, Karaganda, Pavlodar, and Semey.
I liked that the brand went to regional cities instead of the usual capitals. The campaign covered digital, media activations, outdoor and the traveling festival itself. My part: SMM content, DOOH and OOH visuals, TikTok activations and shopper materials.
A year earlier, in 2023, there was Coke Fest, a big open-air festival with local performers. I made key visuals for digital, SMM materials and the festival's visual communication. That work fed directly into the 2024 Road Show.
University Program
As part of the university collaboration program under the Share a Coke campaign, Coca-Cola launched a series of branded activities for students. One of the key locations was Caspian University, where I created the wall branding and developed the visual style for the on-campus activation.
The video below is another project from 2023: a university cafeteria and a small student corner, both branded as Coca-Cola spaces.
Share a Coke
Share a Coke is one of Coca-Cola's most recognizable campaigns. In 2025 it got a new direction aimed at Gen Z across the CCAR region.
Our team adapted the campaign through a local cultural lens while staying inside the global brand system. The visual style we built is expressive and bold, made to talk to younger audiences directly.
The core of the work was transcreation. Instead of translating, we wrote original name-based lines and playful phrases built on local slang and humor across Kazakhstan, Uzbekistan and other CCAR markets. These personalized "tags" made the campaign feel local without breaking Coca-Cola's global tone.
The rollout was mobile-first and social-driven, with outdoor visuals that went past traditional media into HoReCa spots: cafes, small kiosks, pop-ups and community spaces.
Fanta Lemonade Launch
The company was launching a new product in Kazakhstan and secured a branded zone at the festival to promote it. For this activation, I developed the creative direction: searched for references, shaped the idea, and rebranded the entire area under Fanta.
I designed the branding for the umbrella, promo stand, promoter uniforms and the poufs. Every element had to carry the playful character of the product.
I also developed the key visuals, later adapted across formats from outdoor to digital, plus digital storyboards and shopper marketing materials. A lot of it was hands-on production: refining compositions, preparing final files, keeping the visual direction consistent across every asset.
Wanta Fanta
This campaign started with key visuals and OOH materials for the Iraq market, then a full shopper deck for retail. A completely new region for me, and a hard one. The next phase was adapting and producing key visuals and creative assets for CCAR.
I adapted OOH visuals, produced HTML DOOH formats and drew storyboard sequences for placements like bus stops. In practice that meant redesigning layouts for each format, preparing motion-ready assets and keeping every adaptation on the campaign idea while fitting each channel's technical specs.
Sprite — Beat the Heat
A regional brand-activation concept developed by our team.
I developed digital banners and SMM content to support the campaign across online platforms.
Kaspi × OYU Fest
almaty · astanaThe challenge here: merge two very different visual identities, Kaspi and OYU Fest.
The solution we landed on was a pattern grid of traditional oyu motifs, inspired by the kurak korpe technique, where different fabric patches come together into one composition.
We argued about the palette for a while, then went with Kaspi's brand colors. Red, white and deep burgundy against the greenery of the festival grounds made the Kaspi zone impossible to miss.