Mikhail Rakov

Creative Director (Copy&Art)
Hi! I'm a Creative Director, Copywriter, Art Director and Storyteller, who makes brand communication at the intersection of art, technologies and drama with 10+ years of experience. I lead projects from concept to the final execution of each part of a project. I'm currently based in Yerevan, Armenia. However, for the last 8 years, I have been leading the creative team at Jekyll&Hyde Russia and developed dozens of advertising campaigns and branding and design projects.

My responsibilities are:

  • Lead creative work on projects for the clients;
  • Develop advertising campaign ideas, creative concepts and stories;
  • Building a working process;
  • Manage the creative team (copy&art);
  • Inspire and revealing young talents;
  • Work in constant connection with account teams to ensure a campaign meets clients' needs, timing and budget;
  • Oversee campaigns from production to completion including director's bidding, storyboarding, casting, locations, mise-en-scene, video editing, CG and sound design;
  • Present, or oversee presentation of final concepts to clients.

I launched campaigns for MasterCard, T-Systems, UniCredit Bank, DHL, Auchan, Scania, Mitch&Me, Orange and dozens others companies.

My works have been awarded at many International Festivals, such as Cannes Lions, Epica Awards (for Copywriting&Storytelling), Red Dot Awards, ADCR, KIAF, Red Apple, White Square, Idea, SREDA, etc.

P. S. When I have free time, I write drama screenplays and mini-sagas. And as a real dog person, I volunteer at some dog shelters.

What I do
Creative Direction
Copywriting
Art Direction
Screenwriting (Drama)
Lambada

Education
Work Experience
2015 — currently | Jekyll&Hyde agency Russia — Creative Director
2014 — 2015 | Jekyll&Hyde agency Russia — Senior Copywriter & Art Director
2012 — 2014 | Design Studio DEZA — Copywriter
2008 — 2011 | Moleskine Magasine — Senior Journalist
2008 — 2011 | Advertising Ideas Magazine — Journalist

Works

So fresh that is still wild | Packaging
Branding & Packaging for Ocean brand | In order to demonstrate the freshness of the product we decided to show that the consumer buys almost live fish. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Producer/Copywriter

Tragedy in comments | Digital
Digital | Due to quarantine, all theaters in Russia were forced to close and cancel all their plays and premieres. Instead of canceling the play, the "Masterskaya" theater decided to play it, no matter what.(made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Copywriter/Producer/Content maker

Life's too short | Print
An advertising campaign for Moscow international short film festival Short Shot Fest. Specially for this we wrote a couple of short unexpected stories in mini-saga style and after made them look like screenplays.(made by Jekyll & Hyde agency).

Role: Copywriter/Creative Director/Creator

Dogs were the first | Ads campaign
The dog shampoo brand Mitch&Me decided to pay tribute to all animals that suffered in the name of science. We are not able to help animals that have already died. But we can remind people of those to whom they owe their achievements. (made by Jekyll & Hyde agency).

Role: Film Director/Screenwriter/Creative Director/Copywriter/Producer

Art Director wanted | Digital
Digital & Guerrilla | Our advertising agency was looking for a Russian-speaking art director who could create cool packagings. We had no money for big ads. So, this is what we did.(made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Copywriter/Art Director

Film | Pharma
Triazavirin Cold and Flu Medicine. The brand's primary mission is "to help people take care of their loved ones." And in our new campaign, we show what Triazavirin means by real care. (made by Jekyll&Hyde agency).

Role: Creative Director/Copywriter/Creator

Reverse side to expenses | Print
Ads campaign for UniCredit Bank | Unicredit Bank and Mastercard have a brand new product, Work&Travel business card. The main point is that the card can be used to pay all business costs and expenses and accrue "miles" in return. (made by Jekyll & Hyde agency).

Role: Creative Director/Copywriter/Creator

Made by customers | Branding
Branding & Communication & Packaging for Mitch & Me | In each new edition of dogs shampoos, the Mitch&Me uses only amateur photos belonging to real consumers on its packaging signed on its Instagram. And each new edition on the label there are new and new users, regardless of the pedigree of their favorites, professional images and everything else. And so again and again. And again. And again. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Copywriter/Art Director

Non-scary Halloween | Ad campaign
This Halloween Mitch&Me (dog's shampoo brand) wanted to show people the real advantage of having scary big black adult "bully" breed dog. If you have one, you are lucky because no one and nothing are able to scare you anymore. Even in 2020. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Copywriter

Dirty Valentine | Ads campaign
Advertising campaign for Mitch & Me | Mitch&Me is a brand of dog's shampoo who in each new edition of shampoos uses amateur photos belonging to real consumers on its packaging signed on its Instagram. Now we made a limited edition package on Valentine's day, where dogs "loves" everything they can catch — your leg, Pippi Longstocking and even a car tire. All photos of course is real and belong to real customers. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Copywriter

Too many ads | Print
Advertising campaign for Jekyll & Hyde | Have you known that in the 1970s, people saw and heard about 500 advertisements every day? In 2005, this number increased to 5 thousand. And even then it seemed to people that this was overkill. But according to Forbes statistics for 2017, we are daily attacked now by more than 10,000 ads, and there appear more of them every day. (made by Jekyll & Hyde agency).

Role: Creative Director/Copywriter/Creator

Ikratkaia | Packaging
Packaging & Naming | Concept | The base of idea is naming and play of words. We shorted the name of product from the one letter "Й", that sounds like "caviar" in Russian language. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Copywriter/Industrial Design

Summer is too short | Ads campaign
OOH & Press advertising campaign for Avionero, an online flight search service from Sweden. We needed to remind people about scheduling their summer vacations. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Copywriter

Sausage fun | Packaging
Packaging design for kids sausage | The idea itself is easily read and more than obvious: sausages are very similar to inflatable balloons, from which clowns twist different animals. (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Copywriter/Industrial Design

A big drop | Print
Advertising campaign for Nictech | Nictech Trotyl is a non-tobacco product with the extremely high level of nicotine. The idea stems from a very common Russian aphorism: "One drop of nicotine kills a horse and tears up a hamster to shreds". (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Copywriter

Blow off some steam | Print
A concept of advertising campaign for Nictech | Not published (made by Jekyll & Hyde agency).

Role: Creative Director/Creator/Art Director/Copywriter

Viagra | Print
A brand's joke on First April | 2019 | made by Jekyll & Hyde agency.

Role: Creative Director/Copywriter

P.S. If you are thinking about launching some unbelievable project or having a relevant job offer, please write to me. I am open to offers for positions such as Creative Director, Creator, Copywriter and Screenwriter in the advertising, film or video game industry!