In Russia, owning an apartment is the ultimate dream. Peak life achievement. Depressing, but true.

Our brand was selling affordable housing. So we challenged the entire cultural narrative.

We told people an apartment can't be a dream. Because dreaming about square meters distracts you from real dreams. Like traveling the world, writing a novel, climbing Everest. Turns out, crushing dreams sells apartments. A lot of them.

Role: Creative Director (Copy)