VeryVertical

VeryVertical is a creative studio that creates serialized short-from digital content. 

As a creative director and filmmaker, I had a chance to create high-performing content for brands in fashion (Valentino), beauty (Lancome), and entertainment (Warner Brothers Games). 

- Wrote scripts for branded content serial content. 
- Created the visual language for the vertical screen. 
- Worked on the development of interactive projects.

Filmmaker & Creative Director

The Webby Awards

Judge at Webby Awards

Narratively, Inc.

As a senior video editor, I was lucky to work on a variety of docu-style branded projects, setting up the visual style and language for the series of character pieces for the Canadian Imperial Bank of Commerce and Simplii Financial. 
Other projects included documentary short for 23 AND ME premiered at Tribeca's 2019 special event.

Freelance Senior Video Editor

Blonde + Co

Was commissioned to work on a branded reality show Makeup On The Way for Maybelline. It was my pleasure to set up the editing style and language for the two seasons of the show that featured Adriana Lima.

Scentbird

Was in charge of delivering the brand’s first TV campaign from conception to execution. The shoot produced numerous variations of the pitch video, that was tested in social media, tweaked and released on national TV.

Freelance Creative Director & Filmmaker

VGNC

Creative / Director.

That slash between Creative and Director deserves a few words.
When working on short or long form video for Branded content, Interactive Storytelling and Transmedia projects you have to bridge the gap between creative development and production. 
But that title is yet to be invented. Hence the slash and the following breakdown.

Creative. 
∙Working with brands and personalities to tell their stories in a form of interactive video experiences. 
∙Closely cooperating with an R&D department to bring new interactive technologies to storytelling.
∙Generation of ideas and concepts to win new business. 
∙Acting as a mentor and helping develop the growth of associated creatives. 

Director. 
∙Responsible for video from concepts to final execution, moving video through each stage of the project timeline.  
∙Creatively manage shoot with internal team and production partners
∙Act as creative lead and supervisor for all projects, partnering with clients, producers, film crews, editors, graphic artists, and sound designers to achieve the finished product.


Clients included Vodafone, Unilever, Beiersdorf and Citroen.

Creative Director & Filmmaker

Sanoma Magazines

FHM Magazine. 
Launch of the international brand at the local market. Strategic campaign development and creative execution. Working closely with an editorial team to bring an alternative view to what a men's magazine can be. The message was than implemented in an effective mix of media channels, including traditional TV, OOH and a launch of the first men's magazine website.  

Men's Health.
Strategic and tactic marketing planning. 360 ad campaign creative development. Launch of the brand's digital platform.

Marketing Director

Sales advertising for Cosmopolitan Magazine. 

Maintaining business relations with the existing clients (both international and local).
Interaction with design studios, production department, marketing and editorial team. 
Participation in event sponsorship projects and special editorial projects.

Advertising Sales Manager

Hi, this is a bio, so I want you to know, there's going to be some bragging, but that doesn't mean we still can't be friends. 

Misha is a creative director and commercial comedy director working from NYC. Do we have to even mention award-winning? They even made him a Webby Awards Judge.  

He specializes in web films and spots that feel like entertainment. He wrote and directed mock music videos for Samsung, taught Jennifer Lopez how to pronounce “Azerbaijan” and made talking cheese TikToks for Pinterest. 

In his spare time, he is a founder of a creative studio VeryVertical that will create vertical, and in a surprise twist, horizontal content, that will help you grow your audience through the magic of serialized entertainment. 

Yes, all of this does sound rather peculiar, isn't it great?

You guys probably know what "anchor pricing" is. I found out about it a year ago from the Chris Do Business BootCamp thing. 

(btw, thanks for the printed-out certificate Chris, it's the only proof I have any education at all, that's recognized in US)

Anchor pricing, in the "explain-like-I'm-phy" terms, is when you nonchalantly mention you work at a price level of $1K a minute, and then have an opportunity to negotiate down your fee to something you and your client can agree on. 

(I feel like I'm going to be asked to return back the printed-out certificate of completion after that explanation) 

The point is that today I've seen Anchor Pricing performed in the most hilarious way in a product announcement video (out of all the places). 

Dan Siroker launched Limitless - a service and a hardware company that uses Ai to help you remember EVERYTHING. 

The hardware product in that video was a pendant that's supposed to listen in to your conversations and make transcriptions, meeting notes, and reports. 
Like zoom call AI notes, but without the zoom. 

When it came time to announce the price for the pendant, here's what Dan said: 

"𝙃𝙤𝙬 𝙢𝙪𝙘𝙝 𝙬𝙞𝙡𝙡 𝙩𝙝𝙚 𝙥𝙚𝙣𝙙𝙖𝙣𝙩 𝙘𝙤𝙨𝙩? 𝙅𝙪𝙨𝙩 699 𝙙𝙤𝙡𝙡𝙖𝙧𝙨! 
(𝙥𝙖𝙪𝙨𝙚)
𝙏𝙝𝙖𝙩 𝙙𝙤𝙚𝙨𝙣'𝙩 𝙡𝙤𝙤𝙠 𝙧𝙞𝙜𝙝𝙩. 𝙇𝙚𝙩'𝙨 𝙙𝙧𝙤𝙥 𝙩𝙝𝙚 𝙨𝙞𝙭. 𝙅𝙪𝙨𝙩 99 𝙙𝙤𝙡𝙡𝙖𝙧𝙨
𝙄𝙩'𝙨 𝘾𝙇𝙀𝘼𝙉𝙀𝙍"

And just like that, we're left with a feeling, that we got a great deal, all because of a design joke. 

Misha Koroteev

I make videos for a living. And I try to have a little magic trick in each one. 
And recently it seems like it's going to be really easy to do that and really hard to enjoy. 

A couple of days ago Adobe Premier, our editing software of laboured choice released a promo video that for weird reasons didn't get a ton of attention in my little corner of the internet. 

In that video, they showed a bunch of new AI features and upcoming integration with all the generative darlings of our days. Runway, Pika, and yes, even yet unreleased SORA AI. 

And everyone just closed that video and went to eat pancakes for lunch, like nothing happened. 
 
To me, it felt New York-earthquake groundbreaking: low-key and titillating. 

You know how people say that any movie is written three times, with the third time being in post-production? Now imagine having new scenes extended, locations generated, and dialogue redubbed inside the professional editing system that millions of editors are already using.

Today delivered another release, this time from Microsoft, featuring, among others, the rapping Mona Lisa. 

(There are a lot more realistic examples of full-on realistic talking people (?), made just out of one static selfie, but I like Nikki, so Mona it is) 

Here's the kicker though - the research paper ends with this line: "We have no plans to release an online demo <...> until we are certain that the technology will be used responsibly". 

What does that mean? A legal byline on every Ai-made frame that says: "Please ai responsibly"? No, I'm really asking. 

Premier Pro in their announcement video mentioned mysterious "Content Credentials", saying "... you'll always know if Ai was used in the creation of the video you are viewing". 

Jenny Nicholson who posted the Microsoft Experiment in my feed said: "I don't think they know <what "responsibly" means> yet, hence why they're not releasing it. I def think NOTHING will be coming out until after the election."

Jenny has a point, but also, this is hopefully not our last election. This also means this problem is not going to go away. 

Are we going to have to legally mark everything done with Ai with those getty-style watermarks in order "to be Ai transparent", hoping that those people interfering with elections will follow suit?
 
No idea, but this Mona Lisa rapping is kinda fun.

How to Mailchimp like a Male Shrimp according to Jeremy Jones. 

One. Start with finding a very STUPID idea. Realize it is actually BRILLIANT! 

Two. Help younger creatives see that their ideas can be top-Chimp quality if you only just tweak them slightly to the side.  
 
Three. You can come up with a creative solution before business people realize they can solve that problem. 

The last one is a wizard move. 

But since we had this talk, Jeremy has been bumped up to the Head of Everything Cool at Intuit Mailchimp's in-house creative agency Wink, so maybe look into that third one. 

hashtag come to YYYYY show, talk about the joy of creative. 

NO HOLDS BACK UNSPONSORED AND UNCENSORED REVIEW OF LINKEDIN B2B CONFERENCE. 

I had a serious conversation with my LinkedIn mentor and secret insider at a virtual New York City hot dog stand, where I got permission to share THE OTHER THREE NOTES that I jotted on my phone at the #B2belive. 

Groundbreaking! 

Featuring hashtags #theplacetoB2B, tags LinkedIn Ads, and secrets about Jim Habig

The Other Three Secret Notes Shhhh

Hey, you know how hard it is to make a commercial people like? How about this - just don't make a commercial. Wait, there's more.

"Trailers for movies that don't exist" is my favorite genre of content.

Remember 2019, when we were all fresh-faced and un-pandemiced? Yeah, me neither. 

That year, a guy named Morgan Cooper made a dramatic trailer of Will Smith's sitcom Fresh Prince. He uploaded it to YouTube, yada-yada-yada - there are now THREE SEASONS of Bel-Air on Peacock. 

In 2024, Adam Kornblum, the guy who approved Michael Cera's CeraVe Superbowl shenanigans with a unicorn dolphin, took a look at some Youtube data. 

(I'm assuming while having a swim with both Micheal and the unicorn dolphin) 

The Youtube data showed what we already knew in our hearts - movie trailer's watch time is up to 70% higher than most of YouTube's content. 

Adam commissions a rom-com trailer, in which a Girl meets a Boy-ish-looking bottle of SPF cream. 

And then no one was able to stop him from filming all of that.

My favorite part is when the gay best friend simply repeats the premise of the story in the most concern-trolling way possible: 

"So you're in love with a bottle of lotion?". 

(It works because he takes a pause and voices the audience's reaction. This is the moment the trailer wins you over because you are now in on the joke. And you have time to laugh at the sheer SPF-ness of this whole shebang.)

I think I've heard someone say: "Don't make ads, make shows" and I can't agree more.

(mainly because I said it)

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