Independent experiments
Some projects started as jokes, some as questions, and some as attempts to understand a new platform before its rules became obvious.
AI experiment · 2023
Turned an attempt to understand a language model’s boundaries into public experiments about AI rules, behavior, and the strange feeling that a machine has a will of its own.
Live conversations · 2021
Created and hosted a recurring interview format that grew into one of the most visible Russian-language communities on an emerging platform.
Writing experiment · 2021
A thread about changing perceptions of masculinity became a printed book published by Eksmo — an experiment in how an idea changes when it moves from a social platform to a physical object.
Internet format · Poetry
Built a poetic format around interface phrases from Yandex Taxi and helped it spread into a small online flashmob.
Viral commerce experiment · 2017
Led marketing and virality for a delivery-service experiment that paired shawarma with tulips, built the launch landing page, and tested whether an intentionally odd gift could travel through media and communities.