In the spring of 2025, hockey star Alexander Ovechkin came close to breaking the world record for most goals scored. Just before this big moment, the retail chain Magnit launched an ad campaign featuring Alexander as the face of the brand.
In the commercial, he smashes through a thousand hockey pucks and charges forward — toward new goals, together with Magnit.
Alexander couldn’t be at the shoot in person, so the team used DeepFake technology to bring the idea to life.
Date: Mar 2025
Role: Directing
Client: magnit | studio: Bluecheese
Role: Directing
Client: magnit | studio: Bluecheese
