Creative concepts and strategies.
PORTFOLIO: Creative Concepts and Strategies
Chepelova Anna
Specialization: Concept Creator / Copywriter / Creative Strategist
Case #1: Rebooting a B2B Product (Stationery)
Task: Distinguish the brand in an oversaturated market of ordinary paper clips.
Solution: Changing the business model. Transitioning from selling office supplies to selling "Image Details." Creating custom paper clips in the shape of clients' logos.
Creative Idea: "Brand in Every Detail."
Key Message: "Even the largest house starts construction with a small brick. Your brand is not just a strategy; it's how you secure your first contract."
Case #2: Visual Storytelling (Home Appliances)
Task: Showcase the extraordinary power of a vacuum cleaner without using the product in the frame.
Solution: Using an ironic visual paradox.
Visual: An image of a parrot in a cage that is completely featherless after a vacuum cleaner was turned on nearby.
Slogan: "Sorry, we didn't know it was that powerful."
Result: Instant readability of power through humor and shock content.
Case #3: Naming and Positioning (High-tech)
Task: Come up with a name and concept for an ultra-thin and super-fast Power Bank.
Solution: Using hyperbole to create a sense of endless energy.
Name: ATOM
Slogan: "An atomic power station in your wallet."
Effect: The contrast between immense power and micro size creates product value in the eyes of an active urban dweller.
Case #4: Crisis Communications (HoReCa)
Task: Mitigate negativity after a technical failure of an app that caused coffee to be given away for free.
Solution: Reframing the mistake as a planned loyalty promotion.
Headline: "How about a tasting? We are now officially open!"
Strategy: Shifting focus from "company loss" to "gift for guests," maintaining audience loyalty during a crisis.
Key Competencies:
Metaphorical Thinking: The ability to explain complex things through simple and strong images.
Crisis PR: Turning screw-ups into newsworthy events.
B2B and B2C Strategies: Understanding the difference in pain points between businesses and ordinary consumers.
Conciseness: The skill of creating "killer" headlines and slogans.
05. CASE "DON'T FEED THE MONSTER" (Social Impact)
Task: Reduce the consumption of disposable cups.
Solution: Visualizing the hidden threat of microplastics. An X-ray image of a person, inside of whom "lives" a monster in the shape of a crumpled cup.
Slogan: "Plastic is the past. You are the future."
06. CASE "LEGACY TOOLS" (Product Design)
Task: Sell a construction set to an adult audience.
Solution: Releasing a series of construction sets in the form of professional tools.
Slogan: "Remember your childhood dream."
07. CASE "TIME DELIVERY" (Future Concept)
Task: Create a brand for a "lost time" delivery service.
Solution: Packaging "returned hours" in stylish cases that correspond to different personality types (from classic to cyberpunk).
Slogan: "YOUR TIME IS PRICELESS."
08. CASE "DREAM-AWAKE: ALARM CLOCK OF A NEW GENERATION"
Problem: The alarm clock is perceived as an "enemy," causing stress, aggression, and the desire to postpone waking up. People hate the moment of awakening.
Solution: Changing the paradigm from "forced awakening" to "smooth transition." Developing a Smart system that synchronizes music and visual installations.
Creative Concept:
Instead of a sharp sound, the system projects dynamic images (space, butterflies flying, dawn in the forest) onto the ceiling to the user's favorite tracks. Waking up transforms from a stressor into an aesthetic ritual. You wake up not "from noise," but "within beauty."
Slogan:
"DO NOT SLEEP THROUGH YOUR LIFE."
Chepelova Anna
Specialization: Concept Creator / Copywriter / Creative Strategist
Case #1: Rebooting a B2B Product (Stationery)
Task: Distinguish the brand in an oversaturated market of ordinary paper clips.
Solution: Changing the business model. Transitioning from selling office supplies to selling "Image Details." Creating custom paper clips in the shape of clients' logos.
Creative Idea: "Brand in Every Detail."
Key Message: "Even the largest house starts construction with a small brick. Your brand is not just a strategy; it's how you secure your first contract."
Case #2: Visual Storytelling (Home Appliances)
Task: Showcase the extraordinary power of a vacuum cleaner without using the product in the frame.
Solution: Using an ironic visual paradox.
Visual: An image of a parrot in a cage that is completely featherless after a vacuum cleaner was turned on nearby.
Slogan: "Sorry, we didn't know it was that powerful."
Result: Instant readability of power through humor and shock content.
Case #3: Naming and Positioning (High-tech)
Task: Come up with a name and concept for an ultra-thin and super-fast Power Bank.
Solution: Using hyperbole to create a sense of endless energy.
Name: ATOM
Slogan: "An atomic power station in your wallet."
Effect: The contrast between immense power and micro size creates product value in the eyes of an active urban dweller.
Case #4: Crisis Communications (HoReCa)
Task: Mitigate negativity after a technical failure of an app that caused coffee to be given away for free.
Solution: Reframing the mistake as a planned loyalty promotion.
Headline: "How about a tasting? We are now officially open!"
Strategy: Shifting focus from "company loss" to "gift for guests," maintaining audience loyalty during a crisis.
Key Competencies:
Metaphorical Thinking: The ability to explain complex things through simple and strong images.
Crisis PR: Turning screw-ups into newsworthy events.
B2B and B2C Strategies: Understanding the difference in pain points between businesses and ordinary consumers.
Conciseness: The skill of creating "killer" headlines and slogans.
05. CASE "DON'T FEED THE MONSTER" (Social Impact)
Task: Reduce the consumption of disposable cups.
Solution: Visualizing the hidden threat of microplastics. An X-ray image of a person, inside of whom "lives" a monster in the shape of a crumpled cup.
Slogan: "Plastic is the past. You are the future."
06. CASE "LEGACY TOOLS" (Product Design)
Task: Sell a construction set to an adult audience.
Solution: Releasing a series of construction sets in the form of professional tools.
Slogan: "Remember your childhood dream."
07. CASE "TIME DELIVERY" (Future Concept)
Task: Create a brand for a "lost time" delivery service.
Solution: Packaging "returned hours" in stylish cases that correspond to different personality types (from classic to cyberpunk).
Slogan: "YOUR TIME IS PRICELESS."
08. CASE "DREAM-AWAKE: ALARM CLOCK OF A NEW GENERATION"
Problem: The alarm clock is perceived as an "enemy," causing stress, aggression, and the desire to postpone waking up. People hate the moment of awakening.
Solution: Changing the paradigm from "forced awakening" to "smooth transition." Developing a Smart system that synchronizes music and visual installations.
Creative Concept:
Instead of a sharp sound, the system projects dynamic images (space, butterflies flying, dawn in the forest) onto the ceiling to the user's favorite tracks. Waking up transforms from a stressor into an aesthetic ritual. You wake up not "from noise," but "within beauty."
Slogan:
"DO NOT SLEEP THROUGH YOUR LIFE."
Zaporizhzhia 
Available for hire