01
Start with people
Research isn't about collecting data. It's about understanding people deeply enough to earn the right to influence them.
Strategic Communications Leader
Maria
Kornilova
Building trust, influencing behavior, and scaling communication across global markets.
For over 10 years, I have designed communication strategies for global brands. The work taught me that even ad campaigns don't just shape consumer choices – they can shape social norms.
01 — Philosophy
Every ad campaign is a narrative.The best ones don't just influence markets.They influence culture and inspire people to act differently.
I chose to build ideas that encouraged empathy, challenged stereotypes, strengthened human connection, and contributed to a more inclusive society.
Today, that's the kind of work I want to dedicate my career to.
02
Invite participation
People rarely change by listening alone. They change when communication invites them to become active participants rather than passive observers.
03
Local truth, global scale
Big ideas only travel when they belong locally. I believe the people closest to the problem should help shape how a campaign grows across cultures.
02 — About
What I look for
From body confidence and healthier family communication to the visibility of women and older adults, I was always drawn to campaigns that could improve how people relate to themselves and to one another.
Beyond work
The same belief also shapes the projects I pursue outside of work. Living in Alanya, Türkiye, I developed and presented a public education initiative encouraging children and adults to build more compassionate relationships with animals.
Where I'm heading
What draws me is global impact work – the projects where the message is not decoration but a condition for the outcome.
Focus areas
- Behavior Change Communication
- Research-Driven Strategy
- Narrative & Storytelling
- Engagement Mechanics Design
- Cross-Cultural Communication
- Brand Purpose & Social Impact
- SEO and GEO
- Team Leadership
03 — Selected Work
Campaigns, strategies and projects delivered with brands.
01
#LegsUp
Local adaptation of the global Legs Up campaign.
Created a local YouTube project with DevChat, one of Russia's largest channels for teenage girls, featuring an original song and music video encouraging girls to believe in themselves, embrace confidence, and challenge limiting stereotypes.
02
Social platform for teenage girls
Localized social platform for teenage girls in Russia.
Adapted global brand messaging into locally relevant social media content promoting self-esteem, body confidence, and healthier conversations about appearance.
03
Olympic Torchbearers Social Project
Social storytelling during the Olympic Games.
Developed a social storytelling campaign during the Olympic Games, highlighting the personal stories of torchbearers and celebrating ordinary people whose actions inspired their communities.
04
Kinder Music King
Nationwide talent initiative for young musicians.
Created a nationwide talent initiative supporting young musicians and giving children from small towns an opportunity to be discovered. The winning performer, a girl from a remote village, later built a successful music career.
05
Youth Outdoor Initiative
YouTube series with creators and athletes.
Produced a YouTube series with leading creators and professional athletes encouraging teenagers to spend more time outdoors through skateboarding, basketball, street sports, and other creative activities, promoting healthy alternatives to passive entertainment.
06
Granny Got Pants
Localization of the “Granny Got Pants” campaign.
Adapted a global body positivity campaign celebrating confidence, self-expression, and the rejection of age-related stereotypes.
07
Women & Investing
Branded content series on personal finance.
Created a branded content series exploring how women invest, designed to encourage greater female participation in personal finance and challenge the perception that investing is primarily a male domain.
08
Recipes of Care
Branded campaign around the Orthodox fasting season.
Used family recipes as a starting point for conversations about empathy, appreciation, and healthier communication at the family table, encouraging people to replace criticism with words of care.
09
The Garden of Kindness
Community project in Alanya, Türkiye.
A community project combining an animal shelter, a family recreation space, and an educational center for children. The concept teaches animal welfare, biology, and responsible care while introducing children to content creation and social media, empowering them to help shelter animals find permanent homes through storytelling. The project is currently under review by a philanthropic investor.
Also worked with
04 — Strategic Design Framework for Social Change
Drawing on the work of social scientists, global best practices, and years of professional experience, I have synthesized insights into a practical framework for designing communication that drives social change.
01
Culture
Before we ask people to act, we create the emotional and cultural conditions for change: new stories, new films, new games, new language, new memes, new normal.
02
Community
Change is carried by people who trust each other. We bring together and empower people who can support and spread the idea: ambassadors, teachers, parents, opinion leaders, politics.
03
Systems
To make change last, we engage institutions, media, policy, and market structures — not as an afterthought, but as a deliberate design choice.
05 — Contact
Let's build something that makes a difference.