Lemmas

Yandex is a large international tech company. After switching to remote mode, horizontal ties partially broke up. To bring back a sense of community and unity, Yandex Magic Camp in-house creative studio created data-based modular merch featuring the words that reflect the essence of unique Yandex culture: dichotomous love for numbers and language.

We analyzed internal and external text arrays and picked the words Yandex employees use more frequently than people on the internet. Detachable patches with those words are an interactive part of merch, encouraging self-expression and empathic exchange. The project articulates the company’s versatile culture and creative atmosphere that bonds thousands of people worldwide.

Lilia Popovscaia

Lilia received her academic education as a theater set designer. After several years of her theatrical career, she switched to the fashion industry, which fitted her personal and professional aspirations better. Lilia worked as an art director and set designer for lookbooks and editorials, arranged fashion show concepts. She explored the influence of world affairs on culture and fashion, with a particular focus on the principles of trends emergence in culture. On top of that, she created her independent photo projects on the interface of fashion and art.

In a natural course of her career, Lilia became a creative director of Yandex Magic Camp in-house creative studio and curates premium brand Ultima in Russia and remains in the position at present. As the creative director and art director, she deals with the communication strategy of the brand and is responsible for all its visual content, including video ad campaigns.

Lilia first tried herself as a director in 2022 within Magic Camp. Dramaturgy is inherently tied with visuality, in her director’s perspective. In her projects, she prefers to fuse several roles such as a scriptwriter, a director, and an art director.

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