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Hi, I’m Alexandr Drabkin, a creative director with 15+ years of experience leading concept-first, data-informed brand storytelling across fintech, retail, e-commerce, sports, and FMCG. I’m a hands-on creative leader who guides projects from strategy and concept through copy, scripts, storyboards, design direction, and production, while keeping a cohesive vision across teams and channels. I’ve collaborated with Visa, ExxonMobil, Mercedes-Benz, Unilever, P&G, PepsiCo, McDonald’s, DreamWorks, Marvel/Disney, and more, delivering award-winning campaigns and scalable social and AR experiences. I regularly speak on creativity and AI and contribute to the industry through The One Club and other organizations.…Hi, I’m Alexandr Drabkin, a creative director with 15+ years of experience leading concept-first, data-informed brand storytelling across fintech, retail, e-commerce, sports, and FMCG. I’m a hands-on creative leader who guides projects from strategy and concept through copy, scripts, storyboards, design direction, and production, while keeping a cohesive vision across teams and channels. I’ve collaborated with Visa, ExxonMobil, Mercedes-Benz, Unilever, P&G, PepsiCo, McDonald’s, DreamWorks, Marvel/Disney, and more, delivering award-winning campaigns and scalable social and AR experiences. I regularly speak on creativity and AI and contribute to the industry through The One Club and other organizations.

ALEXANDR DRABKIN

Creative Director, Copywriter, Art Director, +2

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Hi, I’m Alexandr Drabkin, a creative director with 15+ years of experience leading concept-first, data-informed brand storytelling across fintech, retail, e-commerce, sports, and FMCG. I’m a hands-on creative leader who guides projects from strategy and concept through copy, scripts, storyboards, design direction, and production, while keeping a cohesive vision across teams and channels. I’ve collaborated with Visa, ExxonMobil, Mercedes-Benz, Unilever, P&G, PepsiCo, McDonald’s, DreamWorks, Marvel/Disney, and more, delivering award-winning campaigns and scalable social and AR experiences. I regularly speak on creativity and AI and contribute to the industry through The One Club and other organizations.…Hi, I’m Alexandr Drabkin, a creative director with 15+ years of experience leading concept-first, data-informed brand storytelling across fintech, retail, e-commerce, sports, and FMCG. I’m a hands-on creative leader who guides projects from strategy and concept through copy, scripts, storyboards, design direction, and production, while keeping a cohesive vision across teams and channels. I’ve collaborated with Visa, ExxonMobil, Mercedes-Benz, Unilever, P&G, PepsiCo, McDonald’s, DreamWorks, Marvel/Disney, and more, delivering award-winning campaigns and scalable social and AR experiences. I regularly speak on creativity and AI and contribute to the industry through The One Club and other organizations.

Available to hire

Hi, I’m Alexandr Drabkin, a creative director with 15+ years of experience leading concept-first, data-informed brand storytelling across fintech, retail, e-commerce, sports, and FMCG. I’m a hands-on creative leader who guides projects from strategy and concept through copy, scripts, storyboards, design direction, and production, while keeping a cohesive vision across teams and channels.

I’ve collaborated with Visa, ExxonMobil, Mercedes-Benz, Unilever, P&G, PepsiCo, McDonald’s, DreamWorks, Marvel/Disney, and more, delivering award-winning campaigns and scalable social and AR experiences. I regularly speak on creativity and AI and contribute to the industry through The One Club and other organizations.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Russian

Advanced

Work Experience

Creative & Strategy Director at MDST Market

February 1, 2025 - Present

Provide end-to-end creative leadership, including marketing strategy, brand development, concept ideation, content creation, and visual direction for tech, AI, e-commerce, and consumer brands. Developed the brand strategy and brand voice while leading creative across paid social, paid media, and email marketing. Created the concept for the world’s first Modest AI Influencer (launch planned for 2026). Led the creative development of an 8-bit action-adventure game that gamifies modest fashion challenges, significantly boosting pre-launch engagement and signup conversions. Directed design of pages and in-app copy, increasing clarity, warmth, and user-centered communication, enhancing the growing company’s market presence.

Creative Director at BBDO

November 1, 2017 - February 1, 2025

Managed creative teams and projects for major consumer brands. Oversaw concept development, strategy, and campaign execution. Clients included Visa, Unilever, Adidas, PepsiCo, and Auchan. Created multi-platform campaigns for PepsiCo, Visa, and Marvel, earning 15 international awards and driving 40-70% sales lifts. Designed AR experience for DreamWorks (8M+ views) and launched an in-app mini-game for Brawl Stars (500K+ downloads). Led a campaign for X5 Retail featuring AR demos, mobile mini-games, and a viral TikTok challenge culminating in 78M+ interactions and 40% sales growth amidst market decline.

Senior Copywriter at Leo Burnett

January 1, 2011 - November 1, 2016

Created a global innovation concept for McDonald’s (one of 24 selected worldwide) which won a Cannes Lions award. Developed and launched a Winter Olympics-themed branded game (KPIs +49%, 18,000+ players). Based on data, ideated the first digital media with immersive content for UEFA EURO fans unable to travel (8M+ YouTube views, 38M reach). Led gamified promotion for Carlsberg during the FIFA World Cup (exceeded KPIs by 18%, reduced prize hunters by 52%, and became one of the brand’s most effective campaigns). Built an integrated campaign for McDonald’s with local farmers, increasing trust from 41% to 50% and winning Effie Gold. Produced a viral Ferrero Rocher sampling campaign that doubled engagement and lifted sales by 23% (Golden Drum award).