Creative & music producer specializing in sonic branding, audio identity and music-driven campaigns for global brands. I lead projects end to end — and I'm a producer who also writes the music.
For 8+ years I've produced music and creative projects for some of the biggest brands in Russia and beyond — AliExpress, PepsiCo, IKEA, Miele, Huawei, Fix Price and more. I own the full cycle: brief, budget, team, contractors, client, delivery.
I've worked across formats most producers never touch — global star campaigns, an interactive VR film, a league anthem, large-scale corporate shows, and award-winning sonic branding.
I work regularly with international teams and lead clients directly through every stage — selling the idea, shaping it through feedback, final presentation and next steps. My range runs wide: from UI sounds and music for ads to premium orchestral albums and global sonic-branding systems. I handle both simple, fast turnarounds and complex, multi-layered productions — and I'm just as comfortable when a client arrives with a clear brief as when they say "we're not sure what we want yet" and need a direction.
What sets me apart: I'm a producer who also composes. I can brief, direct and judge music at the level of the people who create it — not just manage from the outside.
Music production for the AliExpress ambassador campaign built on an O-Zone cover — turned into a nationwide phenomenon.
Won the pitch single-handedly — from estimate and negotiation to defending the concept. The jingle now plays in stores worldwide and has taken on a life of its own online.
An original rock-driven arrangement reworked into the bank's audio identity — the jingle ran across all brand communications, down to the call-hold melody, for 3+ years on air. Several campaigns with major Russian artists followed. Made with Fancy State.
The flagship 4-minute image film presenting the brand's entire ecosystem — voice assistant, smart speakers, a music-streaming service, delivery and much more, all in one story. Produced adaptive musical variations: one theme holding together across seven arrangements.
The most-awarded case in my portfolio. Turning laundry into records with musician Dmitry Malikov — shot in a real working laundry (rented in a well-known hotel, filmed at night around actual operations, no studio sets). Made with Fancy State.
Producer on the official KHL anthem (credited as R17). The concept: not just a song, but the literal voice of the fans — for months, recording booths at stadiums let thousands of supporters record their chants, which we sifted through and wove into the track alongside the lead vocal. Played live at the KHL final.
Built a full, powerful rock arrangement around Queen's "We Will Rock You" for the limited Rock Edition spot — produced from scratch with live musicians to match the energy of the film.
As sound producer I designed the entire audio architecture from the script up — how every scene should sound across music, effects and interaction — then produced an original score and directed spatial, interactive audio for VR. Six months of work, a cast of known actors, now sold on Steam.
Scouted musical talent among Yandex employees nationwide, ran a 3-day non-stop songwriting camp and led a production team of up to 70 people — resulting in a 7-track album and an internal festival.
Selected work produced during my time at Fancy State Global Music Agency (2017–2022) and as an independent producer.
Outside brand work, I write and release my own music under the name R17. It's where the instinct behind everything else comes from.