Ilya Tselyutin masters multi-tasking for television spot in Russia

Ilya Tselyutin has had an outstanding career as a senior motion graphics designer. He has learned from many talented professionals from all over the world including Konstantin Ernst, CEO of the Channel One Russia and the director of the 2014 Winter Olympics opening. He has worked with famous personalities from different industries, such as Formula One Champion and Tibor Pleiss, an NBA player. He has represented brands such as Lufthansa, BMW, Mercedes-Benz, Porsche, Audi and many more.

The 20th Anniversary of Internet in Russia was celebrated during 6 months with the major concert on April 7th, 2014 at Arena Moscow featuring an array of famous musical groups and musicians. The show started with a video streaming of the Russian Prime Minister giving a speech on the anniversary, followed by the concert alternated with the short reels with the TV pack identity we designed. The event was attended by a total of 2,500 people including major Internet business entrepreneurs and state officials.

Part of this included a promotional TV show spot dedicated to the 20th Anniversary of Internet in Russia. As a Leader Designer on this project, Tselyutin developed the concept, the opening title sequence, bumpers, lower third and a 30 second promotion using design elements typical to the past decades.

“It was really interesting to work on the project for your home country in collaboration with designers from Germany and Argentina,” said Tselyutin, being from Russia himself. “This kind of mixture helped us to create something completely unique for the Russian TV market. It’s a minimalistic, bold and yet clean brand identity.”

Stephanie Helou, currently the Design Manager at Unilever Germany Productions, and former Brand Consultant & Managing Designer at Vision Unltd, worked alongside Tselyutin for the project with the company Creative Worx GmbH. She describes him as Creative Worx GmbH’s most experienced designer and was trusted with directing projects that required both creative and advanced technical skills.

“As a Brand Consultant I worked closely with Ilya on many projects including the TV show pack for the 20th Anniversary of Internet in Russia. Having made an extensive research Ilya took an unusual approach to design and created a minimalistic and clean concept that was rather different from other TV packs we produced,” said Helou. “A remarkable combination of bold vibrant colors and animated geometrical figures made this spot stand out among all other TV commercials on Russian television. Ilya showed his strong leadership skills by guiding this project from its inception to completion as a conceptor, designer and animator. This was a truly enjoyable project and Ilya once again proved to be a highly skilled professional with a non-standard thinking.”

Together, Helou and Tselyutin were invited to give a speech about their work for the TV show pack for the 20th Anniversary of Internet in Russia at a Behance Dribble NRW Community event in Dusseldorf, Germany, where they presented design, concept and a making-of.

“Stephanie is an incredible source of ideas. From the very beginning she suggested doing something creative and new for the Russian TV market and set us up on the right course of actions. Also, as a brand consultant she supervised the process of following the brand guidelines to make sure all of the products including printed and digital were consistent,” said Tselyutin.

The project did present some challenges. Working in a refined schedule is always a challenge in the industry, but Tselyutin had to also work with another country remotely. This presented languages barriers, time differences, and communication difficulties, and gave him the additional role of translator. Despite this, he says the design industry is constantly evolving and it is important to maintain certain level of workmanship and live up to clients’ expectations. To continue improving despite his successes, Tselyutin frequently agrees to work on projects that he knows require some set of techniques he does not have a complete mastery of.

“I learned how to handle an international team on a project where I acted in both administrative and creative roles. I needed to take care of communication in one country and control the design process in another,” Tselyutin described. “I guess I mastered my multitasking skills.”

In the future, Tselyutin aims to keep evolving as a creative director and take on a managerial role in the creative process, especially on projects similar to this.

“I liked the idea itself – present the history of the Internet in Russia. Loved working with bright bold colors and mix them with clean and minimalistic geometric objects,” he concluded. “Overall, this was a very pleasant design project.”

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s