Liubov Novikova

Art Director & Graphic Designer

My name is Luu, and I’m an Art Director and Graphic Designer with 10+ years of experience working with corporations and startups. I’m here to help you with creative advertising campaigns across diverse media.

• CV

Web design

Samsung TV special project

I directed the artistic vision for a Samsung TV game featured on MVideo's website. Focused on gamification, our goal was to vividly present the various features of Samsung TVs. Experience the synergy of design and technology in action.

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Social Media identity

Jewellery visual storytelling

For Amira Diamonds, I crafted a narrative capturing the essence of our luxury diamonds and curated a cohesive social media presence. Through styled photography, graphics, and AI-generated images, I highlighted our jewelry’s bespoke nature, forging a deep connection with our elite female audience.

RETAIL INSTALLATIONS

Samsung tv retail

In retail, the norm is ‘Come closer.’ We say: ‘Stay away.’My art direction features a Neo QLED 8K with a lifelike dragon, roaring and reacting. Warned with "Beware of super-realistic image." A QR code leads to the product page, revealing the magic behind the scene.

Web design

Scala website

For Scala, a high-end Russian fashion brand renowned for its Italian production and premium leather goods, I led the design of the website, photo shoot, and layouts. I crafted a minimalist yet opulent style that resonated across the digital and social media platforms, reflecting the brand's sophistication and luxury.

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Campaigns

Galaxy S22 launch

We launched the Galaxy S22 with TikTok star Rakhim, spotlighting the night mode feature through an engaging TikTok challenge. Participants experienced the Galaxy S22 camera's prowess in capturing the night creatively.

Web design

Samsung flagships

I created a dedicated space for the significant smartphones in Samsung's history. Introducing Galaxy Star Alley, an interactive website featuring a timeline showcasing iconic smartphones pivotal to Samsung's technological evolution. Explore the journey of legendary devices that have shaped Samsung's legacy.

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identity

Spa studio identity

I designed the identity for Flex, a spa studio in Dubai. Specializing in skin treatment, cosmetology, and massages, the brand features a natural, minimalistic aesthetic with sophisticated patterns, fresh, calm colors, and soft round shapes in the logo and layouts.

video

Blanc film

Collaborated on a Kickstarter video for Blanc, a startup featuring an innovative mask. Contributed to location selection and provided art direction to enhance the visual appeal. Explore the result of our efforts in the promotional video.

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Big ideas

Virtual exhibition

I led the creation of a 360° virtual exhibition for Spirax Sarco's pandemic support project. Employees shared reimagined items and concepts, forming a virtual installation with video interviews. The unique blend of personal stories and creativity in our digital space.

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print

Social advertising

I developed a campaign for Nochlezhka, the oldest charity for the homeless, leveraging St. Petersburg's cultural identity to raise awareness. The slogan, "Not everyone is at home in St. Petersburg with 60,000 on the streets," is paired with a font styled after the city's historic buildings

Campaigns

Restaurant launch

To launch St. Petersburg’s first exclusive meat restaurant, I created an ad campaign featuring the city’s first meat sommelier. I highlighted meat director Maxim Torganov’s unique skills and directed a photoshoot of him. The restaurant specializes in dry-aged meat, offering rich flavors and distinctive cuts.

video

Smart things

Shorts on Youtube showing the advantages of the Samsung Smart things app to Gen Z. Storyboards and art direction.

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campaigns

Kaspersky game

For the customer loyalty program aimed at system administrators, we developed a website redesign and games concept called 'We Know How You Feel, Bro.' Inspired by Dante's Inferno, the nine levels reflected various aspects of the admin experience. As Art Director, I oversaw the illustration process, ensuring it resonated with our audience, and collaborated closely with developers and the client to bring the concept to life.

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Thank you