the maze story of ilya petrov, senior copywriter and creative director. part one
DESCRIPTION
Dream, luck, magic and a helluva lot of work.TRANSCRIPT
The mazy storyof Ilya Petrov,
senior copywriteror Dream, luck, magic
and a helluva lot of work.
November 2010
— The killer is the sexy maid.Oops...
Russian winters are so coldthat I can’t get the reason
babies leave sweet mother-homeand get born in February.
— It’s time, babe!— Are you crazy? It’s February!
I was born as a girlat 21st of February, 1983.
At school I was very clever anddreamed about career in science.
But then grew up, got married,bought five African kids.
And went to seed in peace.
Such a luckeverything happened
oppositely
I arrived to this planet as a boyat 21st of February, 1983.
At school I was very clever andfinished it with a silver medal.
Won many math competitions, was Russian No.18 from 17 y.o.
And even got to Moscow State University without any exams.
I finished the university and got a sci-fi job at Microsost.
I found a girl who dreamedabout career in science.
Bill Gates present me a license copy of Windows 7 on wedding.
So I went to seed in peace.
Such a lucklife was upbroken
— Why are you such an asshole?!— February, mom!
3 years later I lest MSU and came back to the native town.
I got a job to develop websitesin an advertising agency.
Advertising was much more interesting. So I switched.
Less than in a year I became a creative director of “13 floor”.
Everything was doingby intuition... .
— Turn off the light, bastard!— Sorry, mister Ogilvy.
I just wanted to look around.
I didn’t know the word “fake”so did some “jokes” instead.
That was a timeI first time metthe art of synergy.
We created six months campaign promoting car audio through fake in-car concerts of popular musicians.
I was experimenting with formats...
...and sometimes it was working.
Following my dreamto know more and work better
Wordshop was appeared in my life.
Somehow I got into first BBDO copywriting classes Wordshop.
That was 3 months & 25 000 km trip 12x Izhevsk-Moscow-Izhevsk.
Till Tuesday I was a creative director. At friday — a student.
Aster 3 months of homeworksI got an offer from BBDO White.
— We want to see you with us.— What?
Russian winters are so coldthat I can’t get the reason
people are so boringly passive.When you are moving it’s...
warmer at least.
Life changed the d
irecti
on.
This was the exact storyhow I got into BBDO Moscow.
