Evgeny Kurchanov Creator campaigns
From a two-day sprint to a full creator launch.
Across repeated launches with a creator reaching millions of people, the work grew from a live webinar deck into campaign identities, course experiences, marketing assets and websites.
See how the work evolved
The work kept expanding.
Each launch brought its own challenge and constraints: speed first, then a larger body of teaching material, a story-led campaign and, finally, a complete visual world across platforms. Our approach changed with the time available and the scale of the brief.
01 / The first launch
A huge deck, built around the speaker.
The first brief came with a visual direction and just two days to produce more than 400 slides. Evgeny specifically asked for large type and as little text as possible: his charisma, movement and delivery would carry the webinar. We worked with the supplied illustrations and added quick, hand-drawn red accents. They took little production time but gave the deck a more individual character within an exceptionally tight deadline.
Replace this slot with the production screenshot and the exact slide count (approximately 427–467).
02 / The next launches
A bigger brief, with room to develop.
The first launch was well received by Evgeny, the producer and the audience, and the team came back to us. Deadlines were still tight, but we had a little more time. This time the work included the webinar deck, lesson presentations, GetCourse module and lesson artwork, and supporting marketing materials.
796 slides for around 30 lessons.
Some lessons were delivered as webinars; others needed their own presentation. The course brought a much larger volume of teaching material into the brief, alongside the live launch and its marketing.
A small gesture became a visual language.
The red pen marks from the first launch had landed well. With a little more time, we developed them into a fuller naive illustration style: loose drawings, handwritten notes and simple visual metaphors. The illustrations gave the work a recognisable voice while keeping the attention on the speaker.
03 / The village campaign
The campaign started with a real move.
Evgeny came up with a campaign to build anticipation for the course: he moved to a real village for a while, lived there and filmed content from there. The idea was to show that you could create compelling content and build an audience from anywhere. Our brief covered a webinar presentation of more than 300 slides and a set of marketing materials, all within a limited production window.
A story turned into a toolkit.
We focused on illustration to create the atmosphere of a village rooted in folk tradition. Familiar rural objects, expressive lettering, ornamental patterns and wooden signs formed a compact toolkit. It gave the campaign a sense of place while keeping a 300-plus-slide deck practical to produce and easy to follow.
Beyond the presentation.
The campaign also needed sign-up graphics, a Telegram bot avatar and countdown reminders. These smaller pieces kept the village story present as the webinar approached.
04 / The final launch
The final launch became the whole system.
Reels Factory was our broadest and most complex launch together. What began years earlier as a presentation-only brief now spanned visual direction, two websites, webinar and lesson material, advertising, social content, email, avatars and reminders. Every touchpoint had to feel like part of one campaign.
A familiar show format, rebuilt for creators.
The name and energy nodded to Star Factory, the talent show familiar across the CIS. We translated that idea into vivid cyan and violet, stage-like light, oversized type and social-video cues. Evgeny stayed at the centre; the visual language gave every format a recognisable frame.
The identity shaped a complete web journey.
We designed two websites: one for webinar registration and another for the course itself. The registration site connected the offer, the programme, the speaker and the sign-up journey. Each part carried the same campaign language, from the opening promise to the final invitation.
The same language worked while Evgeny taught.
We carried the campaign style into the live presentation and course material. Large, energetic slides gave the speaker clear prompts, showed concrete examples and kept the audience with him.
Supporting the launch across every channel.
The websites and webinar were the largest pieces, but there was a substantial body of marketing work around them: social content, advertising, checklists, guides, avatars and reminders. Evgeny shared useful material before the course began, giving the audience a reason to engage throughout the campaign.
With a large number of registrations, email was another major channel. We created graphics for the email sequence, including pre-sale bonuses and follow-up communications. The launch needed a consistent visual voice across every platform and every stage.
From one deck to a complete launch.
The first launch established trust through delivery under pressure. The next ones made room for a distinctive illustration system and an identity built around a campaign story. By Reels Factory, we were bringing visual direction, websites, teaching material and marketing communications together across platforms. The collaboration kept growing because the design approach grew with the brief.