This is professional portfolio of our international sister company.

2. CONFIDENTIALITY
STATEMENT
The information contained in this document is confidential and proprietary to the
company. Recipient of this document must not discuss information contained in
this document, make reproductions, or use it for any other purpose without first
obtaining express written permission from the company. The recipient agrees
to promptly return to the company this document and any other documents or
information upon request of the company. By reading this document, the reader
accepts the confidentiality.
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接收方不得在未经公司书面批准的情况下擅自披露，复制，转借，或
以其他方式使用文件中的信息。在公司的要求下，接收方同意立刻归
还本文件或任何属于我公司的文件或信息。阅读本文件即表示同意上
述文字中所提及的所有条件。

3. MISSION
STATEMENT
“To create and deliver powerful messages that combines big ideas and carefully
executed details to result in meaningful, lasting connections.”
“我们希望以深邃的思想与严谨的工作态度创造出持久的，赋
有意义的联系”
VISION
The world runs on stories, they are what inspire people and give meaning to the
everyday. At ILIZZ, we want to create the best and the most captivating stories
with the most creative individuals, to make the most make this oversaturated
world just a little more interesting.
这个世界需要故事。因为故事给予人们灵感，赋予生活意义。在
ILIZZ，我们希望能和最具创造力的人一同谱写出最精彩的故事，让
这个早已饱和的世界变得有趣起来。
“Success in any endeavor requires signle-minded attention to details and total concentration. “
Willie Sutton
“ 想在任何领域取得成功都需要有对细节的严谨和完全的专注”

4. CREATIVE
COMMUNICATION
STUDIO
GLOBAL EXPERIENCE
ILIZZ works as a global creative
communication studio. We work
with brand leaders to develop com-
mon voice, brand visuals, and col-
lective story that synergize perfor-
mance in a diverse global market.
We offer extremely focused brand
management, while our robust
resource management allows to
monitor creative modules of com-
plex platform development from
client’s local offices.
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
CAPABILITY CREDITS
Global Branding
Global PR
TV based Campaigns
Interactive Campaigns
Artist Curation
Art Events
Event Management
Museum Exhibitions
Multimedia Productions
Virals

5. CREATIVE
COMMUNICATION
STUDIO
GLOBAL ARRANGEMENT
Through common vision, simple controlled
brand design, and global execution a
brand can be build using all modern tools
of communication and office arrange-
mm mmmm
ments. We preach and prove in action
that a small independent creative team
can provide attention needed to develop mmmm
and grow brands of any size and home
base, from Auckland to Beijing, or from
mmmm
Tokyo to New York. mm
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY OFFICES
New Zealand ( HQ)
China (Global Communication)
New York
Los Angeles
mmmmm m
Moscow
London
Buenos Aires
TOOLS OF ENGAGEMENT mmmmmm
Extranet, Basecamp, Weekly News Letter
Calendar and schedules online
Program to track Brand Leaders
Human Project Management tools
Skype, Video Chat, FTP, I-chat

6. CREATIVE
COMMUNICATION
STUDIO
GLOBAL NETWORK
Through deeper understanding of how
creative communities engage and re-
sponse to commercial projects, we
gained experience of unique platforms
that calls for international talent to be
fully involved into the process of orga-
nizational and emotional goals without
feeling commercially used.
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
OUR GLOBAL NETWORK
Creative Advertising
Artists Network
Designers Network
Independent Film Directors
Galleries and Curators
Luxury Society Network
Key Markets: China, USA, UK, Australia, New Zealand Emerging Markets: Russia, India, Brazil, Argentina
Secondary Markets: Korea, Japan, France, Germany Obscure Markets: Iran, Israel, Poland

7. CAPABILITIES
BRAND MASONRY
The most challenging part of modern as-
signments is to build concise brand mes-
sage within crowded international market
place. As global economy becoming a
define norm for practically any brand, key
objectives shifting towards variety of new
bench marks. Among the most difficult are
localization of brand voice, consistency of
local execution and media specifications
for each market.
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
TOOLS OF GLOBAL COMMUNICATION
Global Brand Bible
Commercial Touch Points
Interactive Strategic Plans
TOOLS OF LOCAL ENGAGEMENT
Localized Media Strategy
Localized Event Management
Social Media Distribution
BRAND EXPERIENCE
MTV Global
Nike
Audi
Haier
UniQlo
42 Below Vodka
PUMA
IQ Industries

8. CAPABILITIES
INTERACTIVE PLATFORMS
We believe that the power of modern
“devices” is not in pure functionality, but
in connection to brand voice. While work-
ing on assignments that briefs specific
technical sollutions, we want to apply our
understanding of where the brand posi-
tion itself in the specific region. By doing
this, the brand works in unison with the
technology, regardless if tis mass market
or luxury voice.
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
INTERACTIVE PARTNERS
Universaleverything, London
Gladeye, Auckalnd
Kentaro Yamada, Tokyo
NerdFarm, Beijing
Ostengruppe, Moscow
BRAND EXPERIENCE
MTV Global
Nike
Audi
Coca Cola
Art Beijing
UniQlo
42 Below Vodka
Puma
IQ Industries
Exile Films
PortAlbertFilms

9. CAPABILITIES
CREATIVE EVENTS & PR
As a modern form of creative communica-
tion we pursuing a combination of on-line
strategies mixed with variety of creative
platforms that allows for human interac-
tion. Each event is orchestrated within set
rules of brand engagement and leads to
world of mouth refinement and essentially
to memorable brand loyalty.
EXECUTIVE PRODUCER
Ilya Rozhdsetvensky
EFFECTIVENESS
Event Management and Production
Distribution and Communication
Press Releases and Media Planning
Commercial Touch Points
Secondary Merchandising
EXPERIENCE
National Film Museum, Beijing
Today’s Art Museum, Beijing
Art Beijing, China
Beijing Film Studio, China
China Film Group
Mei Fu Art Center, Beijing
Cannes Film Festival, France
Barney’s New York, NYC
Lincoln Center, New York
Sundance Film Festival
Rome Film Festival
Aquardo Art Event, Barcelona

10. CAPABILITIES
MUTLI-MEDIA AND FILM
We’ve being working with film and anima-
tion for decade now and strongly believe
in power of communication through sto-
ries. As our engagement through creative
community continue to grow, we see more
potentials in doing not only creative form
of brand building but to experiment with
new and up-coming art forms of film and
story building.
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PRODUCTION COMPANIES
Beijiing Film Studio
Crystal Film and Animatioin
China Film Group
Moscow Film Studio
Canal ++
SELECT DIRECTORS
David Lynch
Mike Figgis
Gaspar Noe
Harmoni Korine
Asia Argento
Zhang Yuan
Lou Ye
Sergei Bodrov
Niki Caro
Taika Waititi

11. PROCESS
COMMUNICATION BRIEFS 1 : observe 2 : analyze
As any branding company we have our
own process that we go through in order
to reach maximum results. We divide our
time in creating perfect strategy based
on maximum amount of research and
only once the perfect unity of thoughts
between our team and the client is
achieved, we move into production and
execution of actual work.
The four stages of our process simpli-
fied into 4 categories:
OBSERVE
Accumulation of data and knowledge
about specifics of our client business.
ANALYZE
3 : act 4 : secure
Maximum results in processing existing
data and structuring all elements to de-
fine client’s strategic objectives.
ACT
Creative and design execution plan to
bring forward strategic objectives to
execute creative and communication
briefs.
SECURE
Final execution stage, defining and
distributing assignments throughout
agency’s team worldwide.

12. PROCESS
1 : observe
During the first stage, we are commit-
ted to perform series of brand audit or
project request forms to learn critical
material about brand personality, its WHAT IT DOES
current positioning and market place CUSTOMERS 1.PROPOSITION
expectations. Variety of interviews with 2.COMPETENCIES
3.SERVICES / PRODUCTS
key brand leaders or project managers
are ideal. However, we’ve developed
proprietary on-line tools to suit time
management while working with global
teams and structures.
BUSINESS Brand EXTERNAL WHO IT IS
1.HISTORY
Brand WHERE IT IS
GOING
2.NAME
COMPETITION HOW IT MOVES
1.STYLE
2.VALUES
3.PERSONALITY

13. PROCESS
2 : analyse
Once we learn and accumulate all infor-
mation, we move into analytical stage, VALUE
developing various internal documents VOCABULARY REFINEMENT
that helps our clients to foresee devel-
opment process and to agree on unified
procedure for brand development or
project streamline. As all projects have
something unique in its objectives and
Brand
expectations, the formality of doing so
is crucial to overall success in commu-
nication during later stages, INTENT
DOCUMENT KIT OF PARTS
COLOR PALETTE
MATERIALS
SENCIBILITY

14. PROCESS
PACKAGING P.O.P. DISPLAYS
3 : act
After formal revision of all internal NAMING PRINT MEDIA
documents, we move into formula- AND LOGOS SYSTEMS
tion of project structure and definitive
parameters of agency’s assignment.
Overall expectations and project
management structure diversified into
tasks and group leads performance. RETAIL MERCHANDISING
ENVIRONMENTS SYSTEMS
PRODUCT
Brand INTERNET
DEVELOPMENT AND INTERACTIVE
EVENTS AND ADVERTISING
SPONSORSHIP
PRESS SIGNAGE
RELEASE SYSTEMS

15. PROCESS
4 : secure CREATIVE DEFINING
DIRECTION OBJECTIVES
After preliminary stages of intent
documents, we move into detailed
tactical planning for the entire brand
development and assignment execu-
tion. The set of approvals between
agency’s team and the client defines
overall strategic planning and com-
munication strategy. All parameters
of execution are now documented MARKET
DETAILED
TACTICAL
PLANNING
Brand ANALYSIS
AND
TARGETING
IMPLEMENTATION COMMUNICATION
PURCHASING AND
AND MEDIA STRATEGY
CONTROL

16. CASE STUDIES
MTV GLOBAL POSITIONING
2007, Cross-media Platform
As part of global re-branding, MTV Net-
works out of London commissioned
agency to create 360 degrees interac-
tive and TV promotion to engage on-line
component of MTV programming.
42BELOW GLOBAL BRANDING
2009, Agency of Record
Emerging New Zealand Brand commis-
sioned agency to perform global brand
positioning through variety of complex
platforms, connecting the brand to cre-
ative communities in key markets.
ON-LINE ART COMMISSIONS
Multimedia Art Projects
Through variety of interactive art commis-
sions the agency keep progressing and
experimenting in development of new pro-
gressive form of communication, merging
commercial validity with unique attribute of
growing needs for on-line entertainment.

17. MTV NETWORK
WORLDWIDE
RODNEYHEALS
DISCOVERING AIR MASSAGE

18. “Burger Stigmata”, 00:45
TV Commercial, MTV Global

19. MTV NETWORK
WORLDWIDE
THE BIG IDEA
“Rodney Heals” is a phenomenon, a discovery. While “content” is a modern media
buzz word, when it comes to real discoveries on TV, there are only a few that some-
one can pinpoint as real. The notion of “news” therefore plays out a new small talk
area that used to be solely occupied by advertising.
Our idea was to manufacture the up-to-date (2007 to be exact) notion of news and
use it as a small talk content platform. The broadcast became the way to advertise
the “news”, while the content itself was placed through variety of natural social net-
work sites.
Rodneyheals creates its own news, in collaboration with MTV. We’ve helped on our
part to make the connection.

20. RODNEYHEALS 360media
Internet / TV / Viral Media
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY TEAM “Aura” Flash Games
Gaysorn Thavat Web / Mobile Media
Series of twelve TV spots 0:30”
Jason Campbell Documentary Film, 6’:30”
Regional MTV Networks (Global)
Ian Gibbons Cinema / Viral Media
Kentaro Yamada
Cactus Lab, Auckland
Exile Films, Auckland
CONCEPT
We’ve created fictional character
of suburban cult leader Rodney
and helped him to express himself
throughout variety of odd media
VIral Banners
tools, from simple virals to esoteric www.rodneyheals.com MTV web / cross-promotions
gaming ideas. We’ve infused “real” Web portal / promotional
fun of New Age gurus, spiritualists
MTV Networks Presents
and anyone else which seemed to
“STORY OF AIR MASSAGE”
form “cultural” anomalies.
ENGAGEMENT
With Rodneyheals 360 degrees ap-
proach was different from any pre-
vious projects because of a unique
“Spiritual Quiz”
arrangement with the client - MTV. Social Networks / MTV Web
The agency was given global TV Spiritual Advises Downloads
Social Networks / Mobile Media
media at no cost, and the goal was
to experiment with it in order to
create massive buzz on-line. “Meet Rodney” bookmakrs
Social Networks / MTV Web

21. RODNEYHEALS TV
Documentary / Commercials
AGENCY TEAM:
Ilya Rozhdestvensky
Gaysorn Thavat
Jason Campbell
PRODUCTION TEAM
Exile Films, NZ
Gaysorn Thavat
Ian Gibbons
CONCEPT
With Rodney being a New-Age
honest and friendly extravert, the
project’s idea was to make real
character discovery -- retired Air
Guitarist, with his own Air Massage
cult. Curious MTV viewers were
trapped into Rodney’s on-line por-
tal, advertised on 53 global MTV
stations, from USA to Japan, from
Poland to China.
ENGAGEMENT
Above the line advertising led to
on-line platform. From there, viral
elements and games spread the
word further. Naturally, it re-en-
gaged itself again by the entire
story broadcasted “exclusively” on
MTV.

22. RODNEYHEALS WEB
Promotional Portal / MTV
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY TEAM
Ilya Rozhdestvensky
Gaysorn Thavat
Jason Campbell
Tim Dawson
Jason Campbell
Cactus Lab, Auckland
CONCEPT
Rodney’s web portal was deliber-
ately bad designed with elements
of NewAge strangeness and ob-
scurity. Whale music was borrowed
from New Zealand cults, Spiritual
elements from cheap Guru sites.
Overall, web approach was to
simulate real NewAge online experi-
ence.
ENGAGEMENT
Rodney posted new statements
and images of his followers on a
regular basis for a year. Some ele-
ments of programming were quite
revolutionary, allowing real time
user interactions.

23. RODNEYHEALS Virals
Banners and Gaming
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY TEAM
Ilya Rozhdestvensky
Gaysorn Thavat
Jason Campbell
PRODUCTION TEAM
Cactus Lab, New Zealand
Exile Films, New Zealand
Kentaro Yamada
Gaysorn Thavat
Ian Gibbons
CONCEPT
Agency approach was to execute
variety of tacky funny, yet extremely
high-tech viral elements to boost
natural exposure of MTV on line
through Rodney’s site and follow-
ers. All games were “embedded”
into story of Rodney. Among the
most interesting were “Penis En-
largement” banner, with which us-
ers needed to “heal it” with their
own hand movement.
ENGAGEMENT
Interactive elements were all “free-
to-grab” coded banners and games
that allowed users to engage
instantly and to copy them into their
own profiles.

24. RODNEYHEALS Viral
Followers and their Aura
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY TEAM
Ilya Rozhdestvensky
Gaysorn Thavat
Jason Campbell
PRODUCTION TEAM
Exile Films, NZ
Gaysorn Thavat
Ian Gibbons
CONCEPT
The most popular engagement on
Rodney’s interactive portal became
the “Aura” viral programming,
which allowed users to load a pic-
ture
(either their own, or their friends)
and instantly receiving one-of-a-
kind respond from Rodney. The
programming behind the game was
sophisticated creation of program-
ming team. Natural and easy to use
approach made it into a very popu-
lar viral element.
ENGAGEMENT
Once the image was uploaded and
Aura created, the users were given
simple code which can be easily
placed on variety of social media
profiles.

25. RODNEYHEALS Media
53 Channels, MTV Networks
“Rodney Heals is a new marketing Cult, something that will be looked at 10 years later as an
inspiration.”
New York Times, March 2008
“Whatever it is, the story of Rodney the Air Healer—a barrel-bellied, New Age guru with tomato-
sauce stigmata and diamond-encrusted fingers—is starting to puzzle viewers around the world.
Revealed in small segments on 53 MTV networks, the only clue to the source is a line on the bot-
tom that says “spiritual guidance by MTV”.
SHOTS, London 2008
“What could possibly be the goal of this project? Any commercial benefits? I don’t think so.
Why made? I don’t know! Art maybe? I am in love with it though ...”
MTV Blogger
“It’s a really strange mix of whale music with new-age spiritualism and aura pictures. Lots of
social networking/viral tools also. I am feeling weird .... Aummmmmm”
MySpace Review

26. PERFORMANCE
PRODUCED (budget 250.000 USD)
Short Film 8’40” / 12 TVC 30” broadcast in 53 countries
Portal with Flash Intro / Social Networking Sites / Custom Skins
Viral Media / Viral Banners / Games
Experimental Media and gaming
MEDIA EXPOSURE
53 Countries TV media through MTV Global
Over 20 million viewers off-line
Over 300 print media clippings
Over 1000 blogs with viral media placement
OBJECTIVES
Main objective satisfied, driving world-wide MTV viewers to on-line campaign.
Conversion from TV to web over 5 million users.
Exposure of MTV branding through campaign’s virals
Platform click through to MTV site over 1.5 million
Capital ROI equivalent of over 2.000.000 USD

27. 42BELOW
VODKA
ONEDREAMRUSH
42 Directors / 42 Dreams

28. “Surrealista”, Print Ad
L’omo Vogue

29. THE BIG IDEA
ONEDREAMRUSH project started as an idea to spread cultural relevance of amaz-
ing brand -- 42BELOW Vodka. The idea was born out of the brand’s mantra itself
- to connect to influencers of the world, engage them, while pushing modern media
boundaries.
As any great project, ONEDREAMRUSH resonates within our own minds, creative
abilities and collective experience.

30. GLOBAL CURATION
Independent Film Makers
EXECUTIVE PRODUCER
Ilya Rozhdestvesnky
AGENCY
ILIZZ, Beijing
PRODUCTION DATES
2008 - 2009
CONCEPT
“Dreams” are universal concept that
every creative mind always wanted
to put on film. The agency concept
became deliberately “artistic” to
buffer commercial engagement be-
tween the brand and well-guarded
creative community.
ENGAGEMENT
To engage world’s best independent
film directors, agency hired net
of producers in key markets and
through them approached variety
of well known creative minds with
straight forward preposition of
producing “under one minute film Key Markets: USA, UK, Australia, New Zealand Emerging Markets: Russia, India, Brazil, Argentina
about dream”.
Secondary Markets: China, Korea, Japan, France, Germany Obscure Markets: Iran, Israel, Canada

31. Grant Morrison Mote Sinabel
GLOBAL CURATION Arden Wohl
(USA) (uSA) (Japan)
Independent Film Makers Abel Ferrara Griffin Marcus Niki Caro
(USA) (USA) (New Zealand)
Asia Argento Harmony Korine Rajan Mehta
EXECUTIVE PRODUCER (USA) (India, USAi)
Ilya Rozhdestvesnky (Italy)
Brian Butler James Franco Rinko Kikuchi
(USA) (USA) (Japan)
AGENCY:
ILIZZ, Beijing Carlos Reygadas Joe Coleman Ryan McGinley
(Mexico) (USA) (USA)
PRODUCTION DATES: Chan Marshall Jonas Mekas Sean Lennon
2008 - 2009 (USA) (France, USA) (USA)
Charles Burnett Jonathan Caouette Tadanobu Asano
(USA) (USA) (Japan)
CONCEPT
Chirs Milk Kenneth Anger Taika Waititi
Agency selection of directors was
based purely on their work, not their (USA) (USA) (New Zealand)
fame. The “chain” reaction of dif- Sergei Bodrov Larry Clark Terence Koh
ferent talent went through network (Russia) (USA) (Taiwan, USA)
of the same groups and the more Chris Graham Leos Carax Yung Chang
directors were engaged, the more (New Zealand) (France) (Taiwan, Canada)
wanted to be a part of this amazing Lola Schnabel Zachary Croitoroo
David Lynch
project. (USA) (USA)
(USA)
Dee Poon Lou Ye Zhang Yuan
ENGAGEMENT (China) (China)
China played an important “destina- (Hong Kong)
Floria Sigismondi Matt Pyke
tion” factor in our approach. Most
of the directors are well travelled, (USA) (UK)
yet China until recently was always Florian Habicht Michele Civetta
a bit of a mystery. Many of directors (Germany, New Zealand) (Italy)
participated just on a concept of Gaspar Noe Mike Figgis
producing and showing their work in (France, Argentina) (UK)
Beijing.

32. 42 DIRECTORS
COMMISSIONED FILMS
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PRODUCERS Director: Yung Chan Director: Kenneth Anger Director: Matt Pyke
Film: “Eclipse” Film: “Death” Film: “Landscape”
Griffin Marcus
Michele Civetta
Wanted Worldwide
POSITIONING
“Commissioned by 42BELOW”
CONCEPT
We were going for the WOW fac-
tor. Indeed, its is a bit puzzling how
a small brand from New Zealand
managed to engage such a list of
world’s top creative minds. By ini- Director: Asia Argento Director: Dee Poon Director: Griffin Marcus
tiating the project, the agency pio- Film: “S/he” Film: “Polaris” Film: “Tempo”
neered new territory of marketing:
not to say “branded” content but
rather “art curated content”.
ENGAGEMENT
The engagement with artists be-
came a new way of tapping into
self-guarded celebrity community.
The resulting loyalty of 42 creative
minds naturally led to both power-
ful word-of-mouth branding and
of course a lot of informal product Director: Taika Cohen Director: Taika Cohen Director: Zhang Yuan
tasting. Film: “My Iris Dream” Film: “My Irish Dream” Film: “Untitled”

33. 42 DIRECTORS
COMMISSIONED FILMS
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ,Beijing
PRODUCERS Director: David Lynch Director: Asano Tadanobu Director: Bryan Butler
Griffin Marcus Film: “Dream #7” Film: “My Father’s Dog” Film: “The Night of Pan”
Michele Civetta
Wanted Worldwide
POSITIONING
“Commissioned by 42BELOW”
CONCEPT
We were going for the WOW fac-
tor. Indeed, its is a bit puzzling how
a small brand from New Zealand
managed to engage such a list of
world’s top creative minds. By ini-
Director: Leos Carax Director: Mike Figgis
tiating the project, the agency pio- Director: James Franco
Film: “My Neighbor” Film: “Double Dream” Film: “Childhood Explosion”
neered new territory of marketing:
not to say “branded” content but
rather “art curated content”.
ENGAGEMENT
The engagement with artists be-
came a new way of tapping into
self-guarded celebrity community.
The resulting loyalty of 42 creative
minds naturally led to both power-
ful word-of-mouth branding and
of course a lot of informal product
Director: Chris Graham Director: Chris White Director: Charles Burnett
tasting. Film: “Solimna” Film: “Last Dream” Film: “Untitled”

34. 42 DIRECTORS
COMMISSIONED FILMS
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PRODUCERS Director: Florian Habbidit Director: Rerris Koh Director: Gaspar Noe
Griffin Marcus Film: “Wedding” Film: “White Rabbit” Film: “The Dream”
Michele Civetta
Wanted Worldwide
POSITIONING
“Commissioned by 42BELOW”
CONCEPT
We were going for the WOW fac-
tor. Indeed, its is a bit puzzling how
a small brand from New Zealand
managed to engage such a list of
world’s top creative minds. By ini-
Director: Harmony Kroine Director: Rajan Mehta
tiating the project, the agency pio- Director: Shawn Lennon
Film: “Banana Rama” Film: “Whatever Dream” Film: “Cemetery”
neered new territory of marketing:
not to say “branded” content but
rather “art curated content”.
ENGAGEMENT
The engagement with artists be-
came a new way of tapping into
self-guarded celebrity community.
The resulting loyalty of 42 creative
minds naturally led to both power-
ful word-of-mouth branding and
of course a lot of informal product
Director: Floria Sigizmundi Director: Grant Morrison Director: Lola Schnabel
tasting. Film: “Dawn” Film: “42 Second Minute” Film: “Aqua”

35. ADVERTISING
Fashion Focused Media
BRAND RECOGNITION:
Agency choose to promote the project without branded logotype of 42BELOW.
Instead agency trademarked project’s own logotype 42x42, using brand iconic iden-
tification of “number 42”. The delayed brand awareness triggered natural user curi-
osity to visit 42x42 portal to learn more about the project and to discover the brand
behind it. Select group of ONEDREAMRUSH advertisement ran parallel to 42BELOW
ads.
CREATIVE APPROACH:
Agency decided to shoot the campaign in Beijing, focusing on Asian growing cultural
influence. The natural tone of the print campaign is layered with surrealist connota-
tions and styled at the border of art, entertainment and fashion.

36. PRINT CAMPAIGN
For Select Fashion Media
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ. Beijing
PRODUCTION
Beijing Film Studio
PHOTOGRAPHER
Mote Sinabel. Paris
CONCEPT
Agency came up with the stylistic
approach that would exemplify both
cinematic connotations along with
high-brow references to classic
fashion photography, spiced with
surreal elements.
PRODUCTION
Agency had shot several “fashion”
execution in historic streets of Bei-
jing. Facilities and talent were all
provided by Beijing Film Studio, and
overall magic of an old city made it
into quite a unique experience.

37. PRINT CAMPAIGN
For Select Fashion Media
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGNECY
ILIZZ. Beijing
PRODUCTION
Beijing Film Studio
PHOTOGRAPHER
Mote Sinabel. Paris
CONCEPT
Agency came up with the stylistic
approach that would exemplify both
cinematic connotations along with
high-brow references to classic
fashion photography, spiced with
surreal elements.
PRODUCTION
Agency had shot several “fashion”
execution in historic streets of Bei-
jing. Facilities and talent were all
provided by Beijing Film Studio, and
overall magic of an old city made it
into quite a unique experience.

38. PRINT CAMPAIGN
For Select Fashion Media
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ. Beijing
PRODUCTION
Beijing Film Studio
PHOTOGRAPHER
Mote Sinabel. Paris
CONCEPT
Agency came up with the stylistic
approach that would exemplify both
cinematic connotations along with
high-brow references to classic
fashion photography, spiced with
surreal elements.
PRODUCTION
Agency had shot several “fashion”
execution in historic streets of Bei-
jing. Facilities and talent were all
provided by Beijing Film Studio, and
overall magic of an old city made it
into quite a unique experience.

39. ANIMATION FILM TRAILER
Cinema and Outdoor Media
POSITIONING
Instead of producing commercials for the ONEDREAMRUSH project, agency decid-
ed to shoot challenging animated film on a loose concept of DREAMS. All elements
of surreal concepts were engaged and scrutinized: falling down in space, up against
a stream racing, violence and blood, broken perspective, surreal angles and classic
surrealistic limb displacement. The final film was played in cinemas, before features.
In addition, animated film was broadcasted on variety of outdoor LCD screens in
Beijing.
CREATIVE APPROACH
Animation was produced in collaboration with largest commercial animation studio
in China -- Crystal CGI. During the production of the film, team of 30 animators were
engaged, working around the clock for over 5 weeks. Creatively, each scene was
perfected to the highest standard of technology, simulating DREAM landscape to the
minute details.

40. ANIMATED FILM TRAILER
Production
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PRODUCTION
Beijing Film Studio
POST PRODUCTION
Crystal Film and Animation
CONCEPT
There were 14 sequences in the
dream trailer, organized into a loose
story board with variety of interest-
ing transitions. Each transition pre-
sented element of surprise.
PRODUCTION
The most challenging part of the
production came unexpected -- tal-
ent. Casting western or international
talent in China was quite difficult.
The agency decided to do street
casting, hence all the talent in the
film are non-professionals.

41. ANIMATED FILM TRAILER
Composite Frames
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PRODUCTION
Beijing Film Studio
POST PRODUCTION
Crystal Film and Animation
“The Castle” “Fish Tank”
COMPOSITE FRAMES
Each composite frame took about 3
days of computer time and a team
of 4-10 animators to finish. The
most challenging scenes were “The
castle”, “fish tank”, “Underwater
Dance” and “The Veins”.
PRODUCTION
For shooting of the underwa-
ter scene, the production team
searched through 20 different pools
in Beijing. Custom made dresses
were very hard to swim in. The pro-
duction company needed to hire
Olympic swimmers to perform and
not to drawn in heavy cottons.
“Underwater Dance”
The Veins”

42. ANIMATED FILM TRAILER
Outdoor media, Beijing
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PRODUCTION
Beijing Film Studio
POST PRODUCTION
Crystal Film and Animation
OUTDOOR MEDIA
The media in China is well guarded
fort and agency had to go through
extensive negotiations and its own
connection to find suitable loca-
tion and pricing. Most of the media
deals came from affiliation with Bei-
jing Film Studio, which is the main
government film institution in China.
PRODUCTION
Production on LCD screens proved
to be very complicated. The resolu-
tion of the film grains plays quite
differently on each screen and our
production team spent weeks ad-
justing the film to a suitable format
for each location.

43. EVENTS AND PROMOTIONS
Press Briefings, Screenings and Installations
BRAND RECOGNITION:
Agency executed variety of global promotions for the project, focusing on China and
media partners, associated with it. Developed media strategy focused on exposure
of well-known Western creators visiting and screening their work in China and gave
extensive interviews to Chinese and Western media outlets. Each event was co-pro-
moted by 42BELOW and had both, brand and the project’s logotype presence.
CREATIVE APPROACH:
Leading discovery of the brand behind the project, Agency executed variety of cre-
ative brand placements, gift packages and invitations ( see COLLATERAL) . Overall
positioning and tonality for all event and engagements were strictly orchestrated
within brand mantra -- “connecting creative minds”.

44. BARNEY’S NEW YORK
Event and Installation
New York September, 2008
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PR COMPANY
ILIZZ, Beijing
EVENT PRODUCTION
ILIZZ, Beijing
INSTALLATION
As a first event that focused on en-
gaging independent creative minds
and directors, agency executed
installation at Barney’s NY windows,
followed by sponsorship package
during New York Fashion Week.
PRODUCTION
During the event, over 300 top New
York socialites got a taste of signa-
ture 42BELOW cocktails. Magazines
with project’s advertisement was
visible throughout the entire floor
and several speakers mentioned
42BELOW cocktail recipes as one
of the most creative vodka cocktails
ever tasted ...

45. MEI-FU ART CENTER
Press Briefing and Party
Beijing November, 2008
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PR COMPANY
ILIZZ, Beijing
EVENT PRODUCTION
ILIZZ, Beijing
EVENT
Agency had decided to execute
first official press briefing at the
most sacred historic Beijing loca-
tion -- Mei Fu Art Center, home of
the Peking Opera. The tactic for the
event was to invite media to a secret
location that wasn’t yet discovered
by other brands. Hidden within Bei-
jing’s narrow Hutong streets, several
pick up points were set with bright
42 Gabo lights awaiting guests
with hired Beijing ricksha carts, re-
vamped into branded attributes.
SPACE / AMBIANCE
Mei Fu facilities were remodeled
into state of the art video / audio
installation. 42 Below wall with 300
bottle display was constructed for
the media photos, while surreal
project’s animated film trailer played
throughout the event on large size
LCD displays.

46. TODAY’S ART MUSEUM
Art Exhibition & Screening
Beijing March, 2009
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PUBLIC RELATION
Ketchum, Beijing
EVENT PRODUCTION
ILIZZ, Beijing
EVENT
To launch the project for the wider
range of creative community of Bei-
jing, the Agency launched exhibition
of never seeing before video work
of creators involved in the project,
including never shown work of Da-
vid Lynch, Zhang Yuan, video work
of painter Joe Coleman and many
others. The exhibition was accom-
panied by custom posters produced
for each individual film.
LOCATION
Agency choose Today’s Art Muse-
um for the event -- the only private
institution in Beijing, dedicated to
exposure of International contem-
porary art.

47. NATIONAL FILM MUSEUM
GALA Reception & Screening
Beijing April, 2009
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PUBLIC RELATION
Ketchum, Beijing
EVENT PRODUCTION
ILIZZ, Beijing
EVENT LOCATION
China National Film Museum is the
largetst film institution in the world.
ONEDREAMRUSH was the first
Western event hold within its facili-
ties and the very first International
collection ever accepted to Chinese
museum for permanent collection.
EVENT PLANNING
The event was orchestrated with
minute details, gathering top social-
ites and cultural attaches of Chinese
capital, along with guests from over
30 countries, travelled just for the
occasion.
MEDIA COVERAGE
The Agency, along with Ketchum
Beijing managed to gather one of
the biggest media exposure for any
cultural event in China. Over 170
media outlets set up their booths to
watch world’s esoteric collection of
short films and performed extensive
interviews with creators afterwards.

48. CANNES FILM FESTIVAL
Screnning and Event
France May, 2009
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
PUBLIC RELATION:
Full Picture, Los Angeles
EVENT PRODUCTION
ILIZZ, Beijing
EVENT
The project was officially selected
by Cannes Film Festival executive
team to be screened during the
festival. ONEDREAMRUSH became
the very first “branded content”
screening during the most celebrat-
ed film event of the year.
CREATORS
Eighteen, out of 42 directors, were
presently in France. Out of project’s
creators, four were in “competition
section” and one as part of official
jury. The most surprising was unex-
pected trophy of ONEDREAMRUSH
Chinese director -- Lou Ye, who
won the best script for his “Spring
Fever” feature film.
PARTY
Celebrating successful results of
the project, agency produced and
managed one of the hottest closing
party of the season, with 42BELOW
being the most talked and drunk
sponsor.

49. CHINESE COMPETITION
Young Film Talent Discovery
RULES OF ENGAGEMENT
One of the most challenging part of the project, and by far the most exciting, was to
engage and essentially to establish relationship with fast growing Chinese creative
community. As a method to the approach, agency delivered the same creative brief
to young talent as it was to international fame. In result, entries to the competition
constituted over 100 of up-and-comming Chinese directors with variety of styles and
approaches to each film.
PROMOTIONS
Facing notoriously expensive and well guarded Chinese media, agency focused on
promoting the competition through variety of Social Networking, driving it to on and
off line events. During a short period of 6 months, agency produced over 20 location
events and screenings, with special testing and promotions. Main stream creative
portal Douban.com gathering over 500 bloggers writing about the competition, while
socialites membership only P1.cn brought over 5000 off-line guests to events in Bei-
jing and Shanghai.

50. USER GENERATED FILMS
Chinese Creative Community
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PARTNERS
Beijing Film Studio
Beijing Film Academy
Crystal Film and Animation
P1.com
Douban.com
ENTRIES
317 films
METHODS OF PROMOTION
On-line promotions
Social On-Line Media
Campus Promotions
ENGAGEMENT
Most of the Chinese young talent
submissions came from our partner-
ships in China, with Beijing Film Stu-
dio and Beijing Film Academy being
the most fruitful to the process.

51. USER GENERATED FILMS
Chinese Creative Community
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGNECY
ILIZZ, Beijing
PARTNERS
Beijing Film Studio
Beijing Film Academy
Crystal Film and Animation
P1.com
Douban.com
ENTRIES
317 films
METHODS OF PROMOTION
On-line promotions
Social On-Line Media
Campus Promotions
ENGAGEMENT
Most of the Chinese young talent
submissions came from our partner-
ships in China, with Beijing Film Stu-
dio and Beijing Film Academy being
the most fruitful to the process.

52. USER GENERATED FILMS
Social Networking Strategy
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PARTNERS
Douban.com
P1.cn
METHODS OF PROMOTION
On-line newsletters
Dedicated Bloggers
Mini Sites
Members’ Reviews
Off-Line events and promotions
ENGAGEMENT
Social networking in China is the
fastest growing on-line sector.
Agency used all known methods of
promotions yet specifically targeted
one that are working for China. Pro-
motions and events were schedules
in such a way, to drove maximum
amount of exposure to the competi-
tion. Most of the events were held in
creative spaces that are known as
artists and socialites favorites.

53. COLLATERAL MATERIAL
Global Media Distribution & Engagement
Throughout the project, the communication collateral was greatly diversified: from
collectable posters of each individual director, to book and DVD guide that served as
PR vehicle during all events and media promotions.
In result, project’s collateral became new form of custom created media, to promote
Brand’s activity throughout international film community. Considering fact that com-
missioned films were not “endorsements”, the high exposure of Brand logotype on
posters and on-line presence substituted for earlier stages brand camouflage.

54. PROGRAM GUIDE
Press Distribution Collateral
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
DISTRIBUTION
Program Guide served as a central
print communication material for
both Western and Chinese media
and promotions. Over the course of
the entire project, the Program Guide
was printed and distributed to over
1000 media outlets resulting in ex-
tensive media coverage.
Challenging part of producing bilin-
gual material in creative communi-
ties is specific expectations not only
in language but also in delivery of
the content. Agency decided to go
for one style. All biographical notes
and annotations were focused on
creators personal achievements, in-
stead of international recognition.

55. FILM POSTERS
Collectable Collateral
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
DESIGNER
Yuki Tazaki
ENGAGEMENT
Unique set of posters was created
and then later on exhibited during
GALA and TODAY’s ART MUSEUM
events in Beijing. Artist’s personal
statements about their work became
important addition to short films and
created additional level of engage-
ment. Brand logotype was finally
exposed and the project’s initiator --
42BELOW -- vividly gained deserved
respect among viewers and press.

57. FILM POSTERS
Collectable Collateral
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
DESIGNER
Yuki Tazaki
ENGAGEMENT
Unique set of posters was created
and then later on exhibited during
GALA and TODAY’s ART MUSEUM
events in Beijing. Artist’s personal
statements about their work became
important addition to short films and
created additional level of engage-
ment. Brand logotype was finally
exposed and the project’s initiator --
42BELOW -- vividly gained deserved
respect among viewers and press.

58. INVITATION POSTERS
Chinese Promotions
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PARTNERS
Beijing Film Academy
Beijing Film Studio
China Film Group
ENGAGEMENT
Each individual event in China was
promoted through variety of printed
material. Agency created series
of posters that were placed in key
locations to announce events. The
outdoor media distribution was pro-
vided through discounted media buy
of Beijing Film Studio and China Film
Group.

59. INVITATION POSTERS
Western Promotions
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PARTNERS
Lincoln Film Society
New York Film Festival
Sundance Film Festival
ENGAGEMENT
Agency created series of posters
for Western distribution and promo-
tions, linking events and screening
throughout international film com-
munity. Most prominent partnership
were formed with New York Film
Festival and Lincoln Center Film So-
ciety, connecting chain of events well
beyond its initial plans.

60. INTERNET AND DIGITAL
On-Line Communication Strategy
Internet media promotions of the project played important role in generating inter-
national exposure. Content release schedule was coordinated with key events and
project management. User generated competition was orchestrated in accordance
to rules and regulations in China. International events and announcements targeted
large film community portals for cross promotions and maximum return on invest-
ment exposure.
Bilingual portal served as central communication tool for both Western and Chinese
media and creative community worldwide. Complex animated “time-machine” intros
were created to link New York and Beijing Time Zones. Visual references changed
each hour to refresh visitors expectations for each click through.

61. CENTRAL WEB PORTAL
English Language Version
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
INTERACTIVE PARTNER
Portable Content, Australia
CONTENT
Central Communication was cre-
ated and customized with all mod-
ern digital software tools involved:
custom CMS back-end, video
uploading capabilities, profile cus-
tomazation and many others. The
portal and each individual director’s
film page was linked to variety of
social networking sites for further
content promotions and profile
placements. Rating feature was ap-
plied to, respectively both, to com-
missioned directors and the promo-
tional events. Due to sensitive CSR
issues, the competition page was
only functional throughout Chinese
version of the site.
FEATURES
Timelapsed Flash Intro
CMS backend
Video Uploading
Stills Uploading
Rating
Social Networking Links
Front End News Tickler

62. Flash Pages / English Language Version

63. CENTRAL WEB PORTAL
Chinese Language Version
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
INTERACTIVE PARTNER
Portable Content, Australia
CONTENT
Central Communication was creat-
ed and customized with all modern
digital software tools involved: cus-
tom CMS back-end, video upload-
ing, profile customazation. The por-
tal and each individual director’s film
page was linked to variety of social
networking sites for further content
promotions and profile placements.
Rating feature was applied to, re-
spectively both, commissioned di-
rectors and the promotional events.
FEATURES
Timelapsed Flash Intro
CMS backend
Video Uploading
Stills Uploading
Rating
Social Networking Links
Front End News Tickler
CHINESE COMPETITION
Massive Chinese Competition up-
loads were monitored through CMS
software with both legal and agency
approval process.

64. Flash Pages / Chinese Language Version

65. ON-LINE DISTRIBUTION
Newsletters and Ticklers
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
INTERACTIVE PARTNER
China Media Group
CONTENT
Agency executed its own content
release schedule with On-line news
letter features and trackable result
monitoring. Throughout the project,
over 118,000 users subscribed to
the service in China with regular
updates and personalized profiles
submitted.
RATES
1.2 million clicks per week in China.
BANNERS
Cross promotional banners were
placed on Chinese Social Network
sites with monitored performance.

66. MEDIA STRATEGY
Global Exposure through Chinese Media Angle
2008 was the most important year in the recent Chinese history. The entire world
leaned over TV sets to witness unprecedented shift of self-awareness, amongst the
largest nation on the planet. Chinese Olympic year indeed was the most spectacular
manifestation of cultural ambitions, cosmopolitan spirit and human achievements.
With the success and world’s exposure, the Chinese media industry overnight devel-
oped into a radically new entity.
To counterpart athletic non-competitive spirit and to take positive advantage of pro-
gressive media climate in China, the agency’s strategy focused on the story of “cul-
tural Olympics”, bring to the door of ancient Chinese capital the best creative minds,
viewing the world from their personal experience.
As the most important contribution to international Chinese media dialogue, our story
was underlined with discovery and promotion of the new generation of Chinese film
makers. Even after the project’s completion, the resonance and significance of our
efforts will be rewarded by better understanding and appreciation of importance of
the modern cultural paradigm.

67. MEDIA HIGHLIGHTS
Main Stream Chinese TV
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PR PARTNER
China Media Group
Beijing Film Studio
Ketchum Beijing
COVERAGE IN CHINA
CCTV1 News
CCTV3 News
CCTV6 News
CCTV9 “Cultural Express”
BTV2 Movie Guide
Phoenix “Beijing Today”
Hunan TV News
Travel Channel News
SPECIAL FEATURES
Personal Endorsement
by most celebrated Chinese
actor of all time -- Ge Yu.

68. MEDIA HIGHLIGHTS
Main Stream Chinese Print
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
PR PARTNER
China Media Group
China Film Group
Beijing Film Studio
COVERAGE
Fazhi Wanbao
Star Daily
Guangzhou Daily
The First
Beijing Today
China Daily
The Bund
Mirror
Popular DV
Esquire
The Beijinger
Movie World
Modern Weekly
City Weekend
Beijing Youth Weekly
Variety
Beijing Youth Daily
Chengdu Daily
China Daily
The First
Beijing Times

69. MEDIA HIGHLIGHTS
Select Chinese Online Press www.xinhuanet.com www.hifly.tv
www.xaonline.com
www.china.com.cn www.jmnews.com.cn www.dianyuan.com
EXECUTIVE PRODUCER gb.cri.cn
www.sina.com.cn www.mtime.com www.cnsphoto.com
Ilya Rozhdestvensky www.cqnews.net
www.sohu.com www.sina.com.cn www.thebeijinger.com
www.huash.com
AGENCY www.tom.com www.ccdy.cn www.xaonline.com
www.ginboo.net
ILIZZ, Beijing www.qianlong.com www.ce.cn gb.cri.cn
www.news.67.com
www.163.com www.hexun.com www.cqnews.net
PARTNER www.liao1.com
China Media Group www.yahoo.com www.sohu.com www.163.com
www.022net.com
Beijing Film Studio www.msn.com.cn www.ynet.com www.xinmin.cn
www.shangdu.com
China National Film Museum
www.qq.com www.ifeng.com www.cn.yahoo.com
Beijing Film Academy www.xinmin.cn
www.hexun.com www.huash.com www.china.com.cn
www.dnkb.com.cn
www.chinanews.com.cn www.ginboo.net www.chinanews.com
www.jinghua.cn
www.cnsphoto.com www.hinews.cn www.p1.cn
www.cctv.com
www.dayoo.com www.newssc.net
www.tom.com
www.mtime.com www.xmwww.com
www.idaocao.com
www.022net.com www.xinhuanet.com
www.baidu.com
www.m1905.com www.zjonline.com.cn
www.dayoo.com
www.netfm.com.cn www.cnnb.com.cn
www.northeast.com.cn
www.newssc.org www.21cn.com
www.douban.com
www.cnnb.com.cn www.tom.com
www.hexun.com
www.snxw.com www.oeeee.com
www.cqnews.net
www.zjol.com.cn www.northeast.com.cn
www.people.com.cn
www.cnool.net www.nen.com.cn
www.szonline.net
www.hztop.com www.eastday.com
www.snxw.com
www.ifeng.com
www.dianyuan.com

70. MEDIA HIGHLIGHTS “Complete collection of the best directors” Art Media
CCTV 9
Select Quotations / Art Media iLOOK
“Amazing experience to watch, probably even better to participate” VISION
CCTV 3 ART CHIAN
EXECUTIVE PRODUCER
Ilya Rozhdestvensky CTV (CHINESE TEVEVISON MEDIA)
“Dark, dreamy and very inspiring”
HI ART
AGENCY Phoenix TV
NY ARTS BEIJING
ILIZZ, Beijing
“Each film is short enough to know if you are going to fall in ART ISSUE
PR PARTNER love with it from the first glance. Brilliant concept” GALLERY SIGHTS
China Media Group BTV HOTSPOT
Beijing Film Studio ART SPY
China National Film Museum
Beijing Film Academy
“Good example of how advertising leading the culture. AAC (ASIAN ART CITY)
China needs more initiatives like this” ART MAP
Soho.com CONTEMPORARY ART
O’ZINE
“Highest mark of creative concept. Film culture has to DOZZLE
revolutionize itself. Perhaps this is the beginning of it”
ART GUIDE
POP Magazine
FILM ARTS
“Brilliant, short and to the point” CHINA SCREEN
Esquire, China TRENDS
ART LIFE
“Each film is ambiguous enough to re-interpret it” ORIENTAL ART/MASTER
Milk X
“If dreams can be recorded, that’s the best collection to watch”
The Bund
“Thanks God someone was smart enough not to put the vodka in it”
TimeOut, Beijing
“Short is the new gold”
China Daily

71. PERFORMANCE
PRODUCTION BUDGET 1.500.000 USD
42 Short Films / Animated Film 4’20” / 14 TVC 42” / 10 Project ID clips
Bilingual Portal with flash intros / Video Uploading CMS / Legal Approval back-end/
68 Viral videos / 20 Promotional Web Banners / Social Networking Links and Custom
Skins/ 42 Custom Posters / 2 Exhibition and Program Guide / 18 Event Posters/
Customized Outdoor media players /12 Custom events / 36 Indoor Events with
screening in China / Black-Tie Event Production and Planning in Beijing / Art Exhibi-
tion production and event planning / Gift merchandising / Custom Bags / Custom
USBs / Custom die-cut T-shirts / Custom Flasks / Custom Eye-Masks / Video edit
and ID for Chinese Competition / Media Package for Cannes / Gift and DVD pack-
age for Cannes Film Festival / Cannes Event production and Planning / Press Brief-
ing clippings and Media Review package.
MEDIA COVERAGE
ONEDREAMRUSH achieved outstanding Return-on-Investment results. The most
significant portion of the exposure was made in mainland China and Hong Kong
from TV News clippings, on-line media coverage and re-caps. The total viewership
in China reached over 300 million viewers with overall brand exposure of over 4.6
times in advertising value equivalents. In Western media, the project’s main exposure
happened during 62-nd Cannes International Film Festival, where ONEDREAMRUSH
was the first branded content project played during official selection of international
films. 18 out of 42 commissioned directors were present during the festival, where
they gave extensive media interviews and testimonials about this unique brand exer-
cise.
OBJECTIVES
Main Objective satisfied, connecting emerging brand to world top film community.
Secondary Objective satisfied, with significant seed brand exposure in China.
Media Exposure set as main tool of measurable success.
Capital ROI equivalent of 10.000.000 USD

72. INTERACTIVE ARK
Commissioned Art Design

73. COMMISSIONS
Infusing Commerce with Art
Throughout the years of working between commerce and art, we’ve developed an
approach that is slowly becoming a norm - infusing commercial interactive project
with outstanding art and animation commissions.
While on-line platforms are still viewed primarily as information content and navi-
gation mechanisms, we believe that the perception and goals of interactive media
changing to serve more entertainment and artistic purposes.
Below are just a few recent examples.

74. EXILE PRODUCTION 2007
Art Commission
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
ARTIST
Ilya Rozhdestvensky
CONTENT
We were commissioned to create
surreal web portal that functions
as a navigation through variety of
search elements. Each page had
a unique respond-to-word mecha-
nism and therefore each page had
its own flow of visuals on every click
through.
PRODUCTION
Cactus Lab, Auckland

75. IQ INDUSTRIES 2008
Art Commission
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
AGENCY
ILIZZ, Beijing
ARTIST
Edward89
(Edward89 is anonymous collabora-
tive group of animators from East-
ern Europe).
CONTENT
IQ Industries commissioned portal
of navigation. The approach was
to take each navigational tool and
make it into a story. Each element of
design was transformed into its own
inner space and connected only
through the overall narration.
PRODUCTION
Gladeye, Paris

76. Modernista! Version 5:0
Advertising Agency website
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
CONTENT
Modernista! is a leading creative
agency in North America. Each of
its sites is a state of the art commis-
sions.
ARTIST:
Oculart.com

77. Modernisnta! 3:0
Chinese Language Version
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
CONTENT
Modernista! is a leading creative
agency in North America. Each of
its sites is a state of the art commis-
sions.
ARTIST:
Oculart.com

78. SZM FORMULA
PRODUCTS
Local Activation
LITTLE NAUGHTY PILLS
100% PURE TRUTH

79. “Shocking News”
News Paper Ad, SZM

80. SZM FORMULA
PRODUCTS
Local Activation
The Big Idea
The client came to us with a challenge of falling sales due to overwhelming force of
competition entering brand’s category -- natural health products. After the initial
market research, the agency presented ground breaking approach that differentiat-
ed the brand away from overcrowded category, and placing it into a wider and more
consumer friendly “lifestyle” orientation. Humor mixed with historical content and
supported by contemporary design executions, positioned the brand as a lightweight
approachable product, accessible to a wider range of consumers.

81. WHERE it WAS WHERE WE AIMED TO BE
MARKET POSITIONING
Rebranding SZM Line
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
DESIGN
ILIZZ, New Zealand
PLACEMENT
We had spotted a series of loca-
tions, that where perfectly suited for
each content. Pavarotti was rest-
ing next door to DuranDuran and
Nick Cave. Freud’s neighbors were
pschycoanalitical drawings of fresh
juice, while Marx and Gandi choos-
es to be surrounded by a true prole-
tarian content (basically random).

82. LIFESTYLE PACKAGE
SZM Line Product Design
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
DESIGN
ILIZZ, New Zealand
PLACEMENT
We had spotted a series of loca-
tions, that where perfectly suited for
each content. Pavarotti was rest-
ing next door to DuranDuran and
Nick Cave. Freud’s neighbors were
pschycoanalitical drawings of fresh
juice, while Marx and Gandi choos-
es to be surrounded by a true prole-
tarian content (basically random).

83. WEBSITE
Information Positioning
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
DESIGN
ILIZZ, New Zealand
PLACEMENT
We had spotted a series of loca-
tions, that where perfectly suited for
each content. Pavarotti was rest-
ing next door to DuranDuran and
Nick Cave. Freud’s neighbors were
pschycoanalitical drawings of fresh
juice, while Marx and Gandi choos-
es to be surrounded by a true prole-
tarian content (basically random).

84. STREET POSTER #1
Gahdhi Had it
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
DESIGN
ILIZZ, New Zealand
TEXT
Gandhi had sex. Lets face it. Before
he spun his own loin cloth or refuse
to wear dentures, Mohandas was as
horny as any deprived, young Hindu
of his generation. Maybe more. He
girded his loins lustfully for many
years, until one day his wife had a
headache. Distressed and confused,
the young Gandhi lost his senses. He
give up sex, and became politically
agitated. For those of us not looking
to overthrow the British government,
there is a herbal formula that’s been
around for thousands of years. And
still works. Nonviolently.

85. STREET POSTER #2
Even Freud Had it
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
COPY
Kapil Kachru
TEXT
Because he was a psychotherapist.
Not a nun. Though he probably
would’ve loved having a nun on
his couch. So he could probe her
deepest dreams and analyze them
for the sheer pleasure of it. He was
quite strange, that Sigmund. You
don’t have to be. Chucking down
chemical cocktails and getting sur-
gery aren’t the only ways to liberate
your libido. There is a herbal formula
that being around for thousands of
years. And it still works. Better than
therapy.

86. STREET POSTERS SERIES
Karl Marx Had it
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
COPY
Kapil Kachru
TEXT
Karl Marx had sex. And why not?
It’s the only thing the ruling classes
couldn’t take away from the rest of
us. We must never forget this fact of
history. Having sex is a revolution-
ary act. The more often, the better.
The best part is you don’t need to
chug down chemical cocktails or
deal with surgery to be part of this
revolution. There is a herbal formula
that’s been around for thousands
of years. Marx would approve of it.
Because it works.

87. STREET POSTER PASTING
Pavarotti Had it
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
COPY
Kapil Kachru
TEXT
PAvarotti had sex. And was quite vo-
cal about it. In fact, people in neigh-
boring towns knew when she was
training his enormous talent. They
say, at his peak, Luciano could sing
the parts of all three tenors and still
have the stamina for an encore. Sex
is an opera we can all enjoy. Chemi-
cal cocktails and surgery aren’t the
only way to make it more dramatic.
There is a herbal formula that’s been
around for thousands of years, and
keeps getting better with every per-
formance.

88. NICHE MARKETING
Creative Communities
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Ilya Rozhdestvensky
DESIGN
ILIZZ, New Zealand
CONTENT
The central point of communica-
tion for the street pasting cam-
paign became a colossal prints,
depicting strange copy that
simply explained how major fig-
ures of the world’s history were
involved in personal pleasures.
If they could, why can’t we.

89. PERFORMANCE
PRODUCED (budget 20.000 USD)
Market Research and Positioning
Street Poster Campaign
8 Radio Scripts
MEDIA EXPOSURE
145 Locations in Auckland and Wellington
16 Radio Air Spots in 3 months
Over 100 bloggers
OBJECTIVES
Main objective satisfied, driving sales up to 30%
Wider positioning within marketplace
Media Exposure (picked up by Radio Hosts)
Capital ROI equivalent of over 120.000 USD

90. 42Below
Vodka
Seasonal Campaign
42RELIEF PROGRAM
Cheer up your mates overseas

91. 42Below
Vodka
Seasonal Campaign
The Big Idea
The brief from the client was to connect local New Zealand market with its UK wing
for a seasonal campaign. The agency came up with an idea to use phone vouching,
purchasing drinks between two quite distant locations. Users were registering on-
line, purchasing cocktails for their mates, in which case it had appeared instantly on
their phones overseas. Agency executed series of posters that were placed in select
4Below accounts, both in New Zealand and in UK. The campaign generated a good
amount of press, not to mention extra revenue for the brand and its signature ac-
counts on both sides of the pond.

92. I-PHONE APPLICATION
Get Cheered Up
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Bryn Powell
INTERACTIVE
Pocket Voucher, New Zealand
DESIGN ELEMENTS
Agency executed logotype for the
project vaguely reminding well-
known United Nations logotype.
To keep the spirit of 42Below, the
overall execution for creative had
its signature humor and attitude.

93. POSTERS / NEW ZEALAND
Get Cheered Up from Overseas
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Bryn Powell
INTERACTIVE
Pocket Voucher, New Zealand
DESIGN ELEMENTS
Agency executed logotype for the
project vaguely reminding well-
known United Nations logotype.
To keep the spirit of 42Below, the
overall execution for creative had
its signature humor and attitude.

94. POSTER / NEW ZEALAND
Get Cheered Up from Overseas
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Bryn Powell
INTERACTIVE
Pocket Voucher, New Zealand
DESIGN ELEMENTS
Agency executed logotype for the
project vaguely reminding well-
known United Nations logotype.
To keep the spirit of 42Below, the
overall execution for creative had
its signature humor and attitude.

95. POSTERS / UK
Get Cheered Up from Overseas
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Bryn Powell
INTERACTIVE
Pocket Voucher, New Zealand
DESIGN ELEMENTS
Agency executed logotype for the
project vaguely reminding well-
known United Nations logotype.
To keep the spirit of 42Below, the
overall execution for creative had
its signature humor and attitude.

96. POSTER / UK
Get Cheered Up from Overseas
AGENCY
ILIZZ, New Zealand
EXECUTIVE PRODUCER
Bryn Powell
INTERACTIVE
Pocket Voucher, New Zealand
DESIGN ELEMENTS
Agency executed logotype for the
project vaguely reminding well-
known United Nations logotype.
To keep the spirit of 42Below, the
overall execution for creative had
its signature humor and attitude.

97. CONTACT INFORMATION
CHINA
ILIZZ, Beijing
1201 Building 3-A
32 North Bai Zi Wan Road
Chao Yang District
Beijing China 100022
+86 10 5876 9342 phone
+86 10 5876 9341 fax
Managing Director
Ilya Rozhdestvensky
ilya@ilizz.com
NEW ZEALAND
ILIZZ, Auckland
8 York Street, Level 1
Parnell Rise, Aucklland
New Zealand
+64 567 3452 phone
+64 567 3453 fax
Managing Director
Bryn Powell
bryn@ilizz.com
USA
Managing Director
Linda Yong
linda@ilizz.com
www.ilizz.com