Tours to Cultures
Calming traditions, songs and soundscapes from 15 peoples of Russia.
Travel through a tradition
For Yandex Travel, I proposed a different way to choose a destination: discover what helps people there slow down. We explored calming traditions from 15 peoples of Russia, working with local experts to turn cultural research into music, stories and travel guides. I developed the concept, name and creative direction.
A place you can hear
I searched archives for lullabies, helped select local performers and shaped the music direction. We paired voices with regional instruments and environmental sounds. The result was a collection you could listen to before deciding where to go.
Beyond the playlist
I led editorial work across 15 destination pages: customs, food, places and objects, grounded in interviews with local experts. Clothing collaborations extended the project into physical objects, while the guides connected each tradition to a real journey.
From listening to travelling
The project recorded 1.23 million visits and 75,000 listeners, with 506,000 plays. Bookings for the featured regions increased by 33% during the campaign period.
Awards & recognition
RED APPLE
- 2022 / Use of Audio Platforms / Gold
- 2022 / Best Music & Sound Design / Silver
- 2022 / Best Integrated Campaign / Silver
- 2022 / Downloadable Content / Bronze
- 2022 / Use of Mixed Media / Bronze
- 2022 / Best Branded Content / Recognition
- 2022 / Best Music / Recognition
ADC*R
- 2022 / Branded Content / Bronze
- 2022 / Integrated Campaigns for commercial brands / Recognition
White Square
- 2022 / Social Projects / Silver
- 2022 / Digital Campaign / Recognition