Evgeny Primachenko Biography

And here is his story an interview that proves: dreaming is not harmful, harmful - to ban. You may not know Evgenia Primachenko, but you know exactly his work. He oversees all Nike projects. Now, in 31, Primachenko is a superstar of at least the European advertising market. One of the hits of his team- a ring on Olympus in honor of the Greek basketball player Yannis Adetokumbo- we included in the list of main things that inspired us in m.

Then it was mainly producing and media agency, but they decided to expand the creative department. It so coincided that I came at about the same time as the main backbone of the creative team. None of us knew one hundred percent how the creative business should look like, what rules were in it, so we did everything in our own way. And at some point they became leaders in Russia-this surprised us and large Moscow agencies.

I was not going to leave the "Voskhod" and even more so to leave Yekaterinburg. The invitation from Amsterdam was sudden. It all started at all with a message on Facebook. When I saw a message from their headhaner, I thought that they were being played out. Moreover, it flew to spam, I opened it about a month after sending. I remember I was in Omsk on some kind of advertising party and suddenly decided to check spam from boredom-and there they call for an interview in Amsterdam.

He asked if the proposal is relevant. It turned out yes. Later, I learned that the company purposefully searched for the creative from Russia, communicated with other candidates. How they came to me - the devil knows him. But I always tried to travel as much as possible myself and force us to travel our cases - through contests and the press. Otherwise, people in the conditional Amsterdam will see the work that was done for the Ural region or, say, for the Novosibirsk meat -cancer plant?

Yes, there was such a client. I was the first Russian in the Amsterdam office. Fortunately, this statistics have changed - now we are five. There is someone to dream about dumplings.

In general, we are very international, now we have 36 nationalities in the area of ​​employees. This is just necessary to create projects for the global audience. Indeed, everything is affected by the course of thought - even what circumstances and in what culture everyone has grown. We believe that it is this strange advertising Babylo that perfectly copes with the tasks oriented to the whole world.

In working with creative, it is important to be afraid and make a lot of mistakes to me that, first of all, we became leaders of the Russian market in Yekaterinburg, because we were not afraid to do something wrong. There is a theory: the more you allow yourself to make mistakes, the more you create space for success. I believe in it. It was precisely that at the start there was no general understanding of how it was customary to work in this industry.

We considered all the details necessary. Many were mistaken, but through mistakes they learned to do more interestingly than agencies working according to obvious templates. Creators generally need to give a chance to make a mistake. If you are doing a project and are not afraid at any point, you are most likely going along the beaten path. And most often - in its own way.

You may achieve the result, but it will not be something new. Everything is truly new and fresh causes panic attacks and thoughts “My God, how to realize all this? Of course, I was scared when I moved. Generally kapets is terrible. I did not just change the place of work - I changed the country and language. And the language is the main skill of the copywriter. My English, let's say, was far from the ideal.

But on the day of the interview, something strange happened. Therefore, the interview was surprisingly smooth. After this day he arrived at the hotel and did not understand how it happened that I had never blown up. So on the day of the interview, no one noticed my problems with the language, and I was offered a contract. When he returned to Yekaterinburg and discussed with his family what to do, his father formulated everything - he generally leads clear analogies from sports in many situations.

He said: you can stay and be the leader of the Russian championship, sometimes even get to the Champions League-you can leave and try yourself in a foreign top league. I decided that it would be stupid to think all my life: what would happen if I agreed. Therefore, I signed a contract. The first year was difficult. Even purely from the human side. The first thing you encounter is loneliness.

You begin to truly understand what homeland is. Or here the scene from Mimino with a call to Kelivi completely felt only after moving. Incidental English is even useful. It may be an advantage over carriers in professional terms, everything was also tough. At the very beginning, I came up with an idea, I liked it creative directors - well, they say, prescribe.

In Russian, I would finish such a simple script in an hour. And here I open the document and understand: I don’t know what and how to write, where to start. As a result, he spent all night: he covered himself with dictionaries, settled in a multitrane if someone reads this to this site-respect for you!Multitran is the most useful tool in the life of the immigrant! The tongue terrified me.

It drill from the inside: you have an idea, but you do not understand how to formulate it. Yes, the principle of grandiose fels moved with me from Yekaterinburg to Amsterdam, but sometimes there is another feeling: you write - and you are ashamed. The feeling that your script is just unprofessional. Especially when a colleague from, say, South Africa, for whom English is dear, will present his script.

You compare and understand: I do not withdraw. But at one time I was reassured by the executive creative director, the Australian. He said a rather strange thing for me: “You think, since English is not universal for you, this is your drawback, but I think this is your advantage.” I did not understand, I asked to explain. And when the constructions characteristic of another language burst into your English, the texts have a chance of non -shaped.

I was advised not to be afraid of mistakes, because even in not the most competent phrases thoughts can be formulated as a person with an English warehouse could not be. Paradox: We try to say how they are - and they, on the contrary, advise you to maintain their style. And they add that the people from all over the world were brought to Amsterdam. Language fear has not yet passed so far, but a turning point was a three -month work on the book: colleagues saw that it was difficult for me, and suddenly they asked to write a book for Intel.

That is, not just in English, but also with technical vocabulary. When I was briff, I could not believe: I, the only one of the team not born with English, will write a book - madness. Apparently, they decided what should be done as in training in swimming: they threw it into the sea, so that they would come up as best he could. It is important when colleagues feel where your weakness is, and do not put pressure on it, but look for a way to get rid of it or turn it into force.

It is also important sometimes to remind yourself of love for your profession. Many creators ask themselves the question “Are I talented enough? There is no adequate answer to him, besides, it is necessary to a greater extent for praise from the side you seem to begging: well, tell me that I am good, and not for my own growth. And the right question: do I love this?

If the answer is positive, there is no choice: if you love, you will continue, you will seek love in response, you will work more hard and try more. Lovers have no other way in their own business - only up. The first project for Nike is a video with Ovechkin in front of Sochi in it was filmed by a “Rambo” helicopter instead of a tank, our agency began with Nike. Only now they and they have many offices around the world.

One of the reasons why the agency is represented precisely in Amsterdam is just the development of Nike. I love sports, I myself was engaged in swimming until 17 years old. When he moved, he was very hoping to work with Nike. I believe in the idea of ​​this brand: if you have a body, you are an athlete. I am sure that sport makes people better. And people who become better are able to change the world for the better.

A year after my move, the Sochi Olympics was approaching, and it so happened that the first really significant project, which I managed to work on in Amsterdam, was the Nike project for Russia.