Marko gucunski by tv"3'x C )gt

Marko Gucunski

WHAT HAVE I DONE

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WELCOME This is some of the work i have done in the past decade.

client list FOOD

NESTLE NESCAFE 3IN1 product campaign, btl used regionaly

NESCAFE print, btl used regionaly

NESTLE ICE CREAM equity campaign, various product campaigns

SALFORD

TELECOM

TELEKOM SRBIJA MOBILNA TELEFONIJA SRBIJE brand id and lounch various campaigns

M:TEL / MONTENEGRO

BAMBI A.D.â&#x201E;˘ brand: jos! new brand design launch campaign

COCA-COLA FANTA play launch campaign, btl brasil campaign, btl mango campaign, btl

brand id and louch various campaigns

SPRITE

TELEKOM BRAND

COCA COLA RED LABEL

work: print, website

066 campaigns, btl,

IMLEK brand: pink cow, yogurt integrated campaign. various packaging,

NON -ALCHOHOLIC

ALCHOHOLIC

CARLSBERG TUBORG brand launch in serbia various campaigns

LAV BEER integrated campaigns various design

HEINEKEN tactical campaign for: McCann Erickson Romania

MTV ADRIA

bank launch in serbia various campaigns

tv promo campaign used: adriatic region

RAIFFEISEN BANK EXIT FESTIVAL exit village brand

id for music events

TUBORG MUSIC tv music show id campaigns for events

SCHWEPPES new flavour packaging design regional

TIMEOUT MAGAZINE

ROSA

AUTOBUILD

LIFE:) work on Brand id for: McCann Erickson Kiev

BANKING

HEINEKEN MUSIC

ATL campaigns, btl

internal magazine design prnt ad / romania

MUSIC / LIFESTYLE

various designs

magazine launch print ad

magazine launch campaign

PIRAEUS BANK

PRO MONTE Brand id consultancy / ukraine for: McCann Erickson Kiev

various work across BAMBI portfolio

FARMAKOM MB SABACKA MLEKARA brand: feta cheese, atl campaign BRANDL YOUNG CHEESE ATL CAMPAIGN

info. PROJECTS SHOWN ARE DONE FOR MCCANN ERICKSON BELGRADE UNLESS STATED DIFFERNTLY.

PROJECTS ARE USED IN SERBIA AND MONTENEGRO UNLESS STATED DIFFERENTLY.

FULL INFO AT PAGE 68.

various design

ZEPTER BANK various design

ALCOHOLIC BAVERAGE

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tuborg

LAUNCH IN SERBIA background

Tuborg was the first urban beer in serbia. First linked with moder music. brief was to communicate the pull off mechanism that created a point of difference comparing to local brands. image shown

billboard with 3d extension headline translation: "pull and start the fun"

credits

copywritter: almira malkoc photographer: marko todorovic mccann erckson belgrade year: 2005

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campaign visuals

headline translation: "pull and start the fun"

credits

copywritter: almira malkoc photographer: marko todorovic mccann erckson belgrade

tuborg LAUNCH IN SERBIA Marko Gucunski page 06 / 85

TUBORG ZIPPER munication, defined in their styleguide.

VARIOUS PROPOSALS credits

copywritter: almira malkoc photographer: marko todorovic mccann erckson belgrade year: 2006

TUBORG ZIPPER These visuals were produced for outdoor equity campaign. they featured zipper for the first time in tuborg green brand. Few months later, zipper became mandatory element in tuborg communication, defined in their styleguide.

These visuals were produced for outdoor equity campaign. they

tuborg EQUITY CAMPAIGN Marko Gucunski page 07 / 85

tuborg

MUSIC SHOW LOUD&CLEAR background

Tuborg was establishing its role in music scene in serbia.

role on the project

copywriter: Almira Malkoc production: B92 for: mccann erickson belgrade year: 2007

tv show opening sequence

my role: animation art board copywritter: almira malkoc motion design: Fried Pictures

tv shows short animations

my role: animation art board motion design: B92

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tuborg MUSIC EVENTS Marko Gucunski page 09 / 85

heineken

EXTRA COLD background

Heineken was launching a new tap device that was being placed in bars. Temperature of the beer poured from it is the coldest posible. image shown:

print ad role on the project: concept, art direction, copy. Creative director:Adrian Botan, Tsugu mccann erickson romania. year 2008

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heineken

EXTRA COLD campaign support btl coasters:

made to stick to the bottle

The campaign had atl and btl support, and client wanted to see more ideas. creative director:Adrian Botan, Tsugu coppywitter: Titus Dumutrescu McCann Erickson Romania, year 2008

billboard

: first phase, with 3d bottle glued to the srface

billboard

: second phase, bottle pulled from the surface Marko Gucunski page 11 / 85

CAMPAIGN IDEA We placed giant covered bottles across several bigger cities

lav beer

NEW BOTTLE LAUNCH LAV VISUAL IDENTITY RECIEVED A FACELIFT. I CHANGED TYPEFACE USED IN COMMUNICATION AND COLORS OF THE BACKGOUND LAV ICON IS NOW SHOWN EMBOSSED LIKE THE WHEAT SYMBOL ON THE BOTTLE.

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Marko Gucunski page 13 / 85

NON ALCHOHOLIC BEVERAGE

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campaign visuals

headline: "Feel the Brasil"

credits

copywritter: Ana RodiÄ&#x2021; McCann Erickson Belgrade

fanta

BRASIL CAMPAIGN Marko Gucunski page 15 / 85

graphics

custom characters

i had to choose colors for myself, as brasil platform originaly wasn't planed for pineapple flavour.

Fanta is very sensible about changing its characters. In the book of standards there is a big disclaimer on procedure when introducing new characters. fashion adviser: Ana Rodic

The available brasil imagery contained elements linekd with another flavor and some that were not localy precived as brasilian. I shifted the look more into exotic carneval / footbal

fanta

BRASIL CAMPAIGN Marko Gucunski page 16 / 85

fanta

BRASIL CAMPAIGN Marko Gucunski page 17 / 85

REGIONAL TEASER CAMPAIGN

fanta PLAY LAUNCH Marko Gucunski page 18 / 85

fanta

PLAY LAUNCH

REVEALER Billboard with 3d extension

Billboard with 3d extension

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SPRITE WAS LAUNCHING A MIXER DRINKS AND NEEDED AN ID THAT WOULD BE

schweppes MIXERS Marko Gucunski page 20 / 85

sprite

2L BOT TLE

Sprite was lauching a btl campaign, and it needed a visual with the new bottle.Everything was done from the scratch. FROM bubbles modeled and rendered in 3d. to headline typography.

headline translation: "Refresment look even better" copywriter: Vladimir SimiÄ&#x2021; photographer: Marko SaviÄ&#x2021; McCann Erickson Belgrade year: 2006

sprite VISUAL Marko Gucunski page 21 / 85

various work

1 COCA-COLA

Tactical print for a prize game. made for McCann Romania.

2 ANANAS flavour "logo" for fanta

3 ROSA

Key account fluid pos

4 Sprite outdoor camaign adaptation

5 FANTA MANGO 0.25 oz label

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LIFESTYLE AND MUSIC

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timeout LAUNCH PRINT "IS THERE LIFE AFTER WORK?" Headline was later used as editorial title in the magazine. Also used at facebook fan page. credits

Role on the project: Concept, Art direction, headline copy, 3d McCann Erickson Belgrade, 2008.

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mtv adria

TV PROMO CAMPAIGNS MAKING MTV MORE LOCALY RELEVANT AND POPULAR. campaign creative platform

credits

Role on the project: Initiated the idea to connect agency and mtv from both sides. Art direction, prop design. tvc editing. tvc photography

shown image:

print ad.

credits

Co-Art Director: Vladimir Radišić Photographer: Milovan Knežević finalist at golden drum art direction category

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PIMP MY RIDE TV COMMERCIAL

CRIBS TV COMMECIAL

EVENT

NEBOJSA. OUR LEADING HERO IS CLAIMING MTV HAS STOLEN HIS IDEA FOR TV SHOW CONCEPT. HE WAS PIMPING CARS WITH HIS FRIENDS LONG BEFORE THEY DID. HE PULLS OUT HIS WHELLS TO PROVE IT.

AGAIN, NEBOJSA INVENTED CRIBS, LONG BEFORE MTV DID. HE HAS ALL THE THING FEATURED ON CRIBS TV SHOW. MASTER BEDROOM, GYM. AND HE IS TAKING US ON A TOUR.

OUR HERO IS SUING MTV FOR PATENT INFRINGEMENT. ALONG WITH MUSIC AND FRIENDS.

Golden drum special jury award. Viral with who knows how many views.

Viral with over 100.000 views

Role on the project: graphics, finanl editing of the footage.

Used as a topic for online pr and magazines appearances

Role on the project: ad of graphics, photography direction.

production house: Le Spot directed by: Paul Landauer director of photography: Aca Ilic motion: Digital Kraft Artdirection help Vladimir Radišić copywriter: Jana Savić, Vladimir Ćosić Creative director Cristophe Muesser McCann Erickson Belgrade year 2007

production house: Le Spot directed by: Mina director of photography: Aca Ilic motion: Digital Kraft copywriter: Vladimir Ćosić Creative director Cristophe Muesser McCann Erickson Belgrade year 2008

http://www.youtube.com/watch?v=4qPOJ_Uziww

copywriter: Vladimir Ćosić Creative director Cristophe Muesser McCann Erickson Belgrade year 2008

mtv adria TV PROMOCAMPAIGNS Marko Gucunski page 26 / 85

stuffstock

MUSIC FESTIVAL ROMANIAN NATURE AWARE ROCK N ROLL

CLIENT BACKGROUND Stuffstock is annual music festival that is taking place at seaside, Romania. As it hints with its name and a refference to Woodstock, it is devoted to Rock'n'Roll music . This event is also enviromentaly aware, and is campaigning for preservation of the beach, where it is held. CAMPAIGN IDEA To define and emphasize neo-hipy position of the event.Using both aspects in festival promotion. IMAGES SHOWN pre-event poster announcements. Project role: concept and ad. I did the whole presentation, from initial briefing to packed powerpoint in one day. Creative director: Adrian Botan, Alexandru Dumitrescu McCann Erickson Romania year: 2008

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TV SCRIPT IDEA

IMAGES SHOWN 1 BILLBOARD MINI VAN

Visual for event promotion. Event was about showing modern dance footage.

2 AMBIENT PROMOTION

Logo and slogan "Project yourself". Company is providing stage lighting and business presentation solutions

3 PROMOTER

logo and caffe branding

4 VIECHLE BRANDING logo and caffe branding

stuffstock FESTIVAL CAMPAIGN Marko Gucunski page 28 / 85

allen carr

STICKERS LOW COST GUERILLA STREET CAMPAIGN. Project was stalled because Allen Carr died while we wor working on the project. Controversially he died of lung cancer. credits

Role on the project: concept and design Shortlisted at McCann Erickson regional creative meeting. For: McCann Erickson Belgrade. year 2006

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piraeus bank

MORTAGE LOANS FEATURING A FULL NAKED GUY DANCING tv comercial plot

We have shown a moment of happyness when someone buys his appartent. What better way to celabrate your own space, than to dance naked? art direction

Commercial details of the bank's offer appeared on white surfaces, hiding the most private parts of our model. credits

my role: art direction copywriting and initial idea: Jana SaviÄ&#x2021; Produced by: Le Spot Directed by: Kosta GluĹĄica McCann Erickson Belgrade, year: 2007

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Autobuild Visual used for Billboards and brading Coppywriter Almira Malkoc Photo: Milos @ Bigz Photo: Mercedes stock images Model: Vladimir Radisic

8. Exit Village Logo and id.

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4 1 BELGRADE DANCE SCREEN

Visual for event promotion. Event was about showing modern dance footage.

2 FULSCREEN

Logo and slogan "Project yourself". Company is providing stage lighting and business presentation solutions

3 PLAZA

logo and caffe branding

4 DAILY CAFFE logo and caffe branding

5 MAJA UZELAC party flyer

6 BEAT2BEAT

logo for record label and magazine

7 FREE FROG creative studio

projects

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FOOD INDUSTRIES

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bambi

NEW SNACKS BRAND A LIVELY LOOKING PRODUCT RANGE, AIMED AT SHALF IMPACT, AND FAST BRAND AWARENESS BUILDING. background

Client wanted a complete redesign of their current snacks range. design strategy

Shelf impact. High contrast. When researching competition, i discovered that majority of snacks brand on serbian market were either red, orange and white. credits

My role: logo and packaging design, design research, product photo retouching. Photographer: Marko Savić Copywriter: Jana Savić Dtp pecialist: Nikola Nikolić McCann Erickson Belgrade, year: 2007

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bambi

NEW SNACKS BRAND background

Client wanted a complete redesign of their current snacks range.

design strategy

Billboar with extension

When researching competition, i discovered that majority of snacks brand on serbian market were either red, orange and white.

Bus station

copywritter: Jana Savic dtp: nikola nikolic

Product range + sampling package

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imlek

YOGURT CREATING

THE STORY brief was to communicate the pull off mechanism that created a point of difference comparing to local brands.

Marko Gucunski page 36 / 85

atl product campaign

teaser billbord and bus station

imlek YOGURT Marko Gucunski page 37 / 85

imlek SYMBOL APPLICATION

SUPERBRANDS COVER PAGE FOR SUPERBRANDS MAGAZINE WAS THE FIRST PUBLISHED APPEARANCE OF THE SYMBOL.

NEW YEAR CORPORATE CAMPAIGN limited edition packaging

Packaging for yogurt and ligt yogurt

Brekfast with Celebreties. Famous people from serbia wearing Pink cow were presentin their perfect breakfast. agency : Grey

PROMO EVENT

BAKAREY BRANDING

Brekfast with Celebreties. Famous people from serbia wearing Pink cow were presentin their perfect breakfast. Event: McCann Ericskon PR

Present in many bakaries across country.

various branded goodies

glossy bag, branded hankerchief, Branded glass Marko Gucunski page 38 / 85

PLAIN YOGURT

FRESH MILK

DESIGN FOR THE RANGE OF SERBIAN BEST SELLING YOGURT. ART DIRECTION CREDIT GOES MAINLY TO THE CLIENT.

PACKAGING DESIGN FOR PREMIUM FRESH MILK (THAT LASTS 25 DAYS)

imlek

PACKAGING atl product campaign

teaser billbord and bus station

YO 2 ENERGY YOGURTH

BALANS+

PLAIN YOGURT V.2

CONCEPT FOR A YOGURTH CONTAINING GUARANA EXTRACT. SHOWN ABOVE: STRAWBERRY AND PEACH

LOGO FOR YOGURT THAT HELPS DIGESTION.

CONCEPT PRESENTED AS ALTERNATIVE,

Marko Gucunski page 39 / 85

TELECOM

Marko Gucunski page 40 / 85

serbian mobile telephony

5 YEARS styleguide 30 commecials Countless print ads

Marko Gucunski page 41 / 85

m:ts

STYLE GUIDE background

Year 2005. Mobile telephony of serbia was making a huge relaunch changin everything both the name and the logo. Book of Standards was was made by Igor and Lidija Milanovic. my part

To lead the relaunch ATL campaign To continue working with the client on id To create book of communication

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m:ts

FIRS WAVE

corporate website

redesign tv commecial

editing: Andrija Dabic Composer: Mirko Vukomanovic Cgi: Digital Kraft production house: Le Spot

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m:ts REFRESHED ID background

Year 2005. Mobile telephony of serbia was making a huge relaunch changin eve thing both the name and the logo. Book of Standards was was made by Igor and Lidija Milanovic.

GRAPHICS

IMAGERY

background

Year 2005. Mobile telephony of serbia was making a huge relaunch changin everything both the name and the logo. Book of Standards was was made by Igor and Lidija Milanovic.

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Marko Gucunski page 45 / 85

m:ts

BIG MASH background

Client wanted to brand mash on a well know spot in center of Belgrade. Mt:s wanted a corporate image that would comunicate their values : friendship and Local origin The small text at he bottom that looked as graffiti credits

Role on the project: concept and approved layout. Final hi resolution image composition: Mladen Milašinović Photographer: Marko Todorović credits

Mash was supposed to be changed after 6 monts. and several rounds of proposals have been made, but this image remains even after 4 years, as client is still happy with it.

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m:ts

MOBILE INTERNET TAKE INTERNET FOR A WALK task

We were asked to do integrated campaign that focuses on mobility of the service. Client didn;t want to explain internet and it's benefits. image shown

Print ad, approved layout. credit

Copywritter: Vladimir Cosic McCann Erickson Beograd, 2009, 2010

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Marko Gucunski page 48 / 85

mtel montenegro

NEW MOBILE OPERATOR background

Telekom Srbija was expanding into montenegro, and Brief from the client was that they wanted a lively brand, modern. appealing up younger people. conceptual target audience was 20 - 25 years old. Image shown Poster used in branch offices, that reflects the feel of the brand in prepaid segment. credit

Project was done as a team efort. My part: Working on initial identity creation. leading the brand team for 2 years after the launch co - art director: Vladimir Rаdišić copywriter Jana Savić McCann Erickson Belgrade

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mtel montenegro Marko Gucunski page 50 / 85

telekom srbija

MUZIKOM DOWNLOAD SERVICE background

Telekom Srbija was launching an online music store that featured over 150.000 song. Content could be boughts, but the reall appeal of the service was that current Telekom internernet subscribers, get the service for free. credit

Role on the project: Logo and icon design. TV Script idea. Website layout and architecture. Strategic planner: Katarina Pribicevic Copywritters: Vladimir Cosic, Bojan Babic Logo designed with : Amanda stevic McCann Erickson Belgrade, 2010. project was won on a open pitch

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series of print ads

telekom srbija MUZIKOM Marko Gucunski page 52 / 85

telekom srbija

MUZIKOM LAUNCH CAMPAIGN

POVEĹ˝ITE SE SA MUZIKOM Open ADSL Internet sa preko 350 000 besplatnih pesama

tvoj svet muzike! www.muzikom.rs

TV COMMERCIALS To lead the relaunch ATL campaign To continue working with the client on id

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mccann erickson belgrade

INTERNAL AND EXTERNAL COMMUNICATIONS

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training days

To lead the relaunch ATL campaign To continue working with the client on id

IMAGES SHOWN CD sleeve with initil task Giveaway notepad for trainees Poster for recruitment

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mccann erickson belgrade

AGENCY CULTURE THE NICEST PART OF

SHOWN IN IMAGE COPY AND DESIGN FOR THE CORIDOR WALL FACING VISITOR AREA

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2009. NEW YEAR GREETING CARD When you remove the paper that goes accros the number 8, you are left with the number 9 and a message: " small steps can lead to big changes" plus the usual greetings.

ELEVATOR BLOG Placed into elvator of the agency it serves as a place to drop random comments. It hosts mostly sport topics.

STREET CASTING CARDS Made to recruit interesting people from the stree for

BUSINESS UNIT LOGO

appearing in commercials. Idea was to find ifresh faces as well as to create a database of people that could be activated.

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AGENCY PRESENTATIOM Created by Maja Uzelac, I joined and gave it a graphic appearance by puting it into pdf. Now, each month a different designer is making the cover artwork.

NEW BUSINESS POSTER made to be used as printed material, but also as powerpoint artwork.

INTERNAL PDF NEWSLETTER Created by Maja Uzelac, I joined and gave it a graphic appearance by puting it into pdf. Now, each month a different designer is making the cover artwork.

coridor branding

To lead the relaunch ATL campaign To continue working with the client on id To create book of communication

CORIDOR BRANDING To lead the relaunch ATL campaign To continue working with the client on id To create book of communication Marko Gucunski page 58 / 85

FESTIVAL PROJECTS

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lazy bag

PRINT PRINT AD

background

print ad was later used as promotional visual serbian soft furniture manufacturer www.lazybag.rs/ credits

Role on the project: concept, copywriting, Art direction. New busines: Milos StankoviÄ&#x2021; agency: McCann Erickson Belgrade year: 2009.

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rober hauck

SYMBOL STATIONERY AND EMAIL PROMO

background

brief was a little tricky. Robert asked me to give him a symbol he could yuse for stationary, communication, and upcoming book. He wanted something that describes what psihoterapy was really about. I wanted my work to say: " you come, he fixes your head." credits

Concept, copywriting, art direction. Agency: McCann Erickson Belgrade year: 2009. Shortlisted at McCann erickson cretive conference in Lisabon

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corectional surgery clinic

PRINT background

Concept, copywriting, art direction. Agency: McCann Erickson Romania year: 2008. Not produced.

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pharmaceutical company

PRINT background

Layout was made for festival purposes It was not published. Still, a lot of people liked it during the process. credits

Concept, copywriting, art direction. McCann Erickson Belgrade

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INDUSTRIAL DESIGN

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wall clock

925 background

Concept, copywriting, art direction. Agency: McCann Erickson Romania year: 2008. Not produced.

Marko Gucunski page 65 / 85

3X ashtray set

4ALL background

ITEM #01

ITEM #02

ITEM #03

intimate

dialogue

solo

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coffee mugs for a

BAD

MORNING background

ITEM #01

triggrer

ITEM #02

bomber

ITEM #03

boxer

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OFFICE

stationary

Marko Gucunski page 68 / 85

PERSONAL WORK

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background

2010

LIFECHARTS

Printed Plexyglass. 170cm X 50cm

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CV Work experience

visiting

current

VELCOM position: interactive designer description: working on layouts and architecture of interactive digital applications. project: delta holding interactive yearbook Studio not active

2006

McCann Erickson Romania description: working as visiting artdirector. project: Coca-Cola, Heineken, StuffStock Music festval, Yoplait

Freelance creative director

1999 - 2000

2000 - 2001 ORANGE

STUDIO

position: designer description: working on conceptual design, packaging and photo manipulation. projects: sinalco packaging, v vodka, legend www.orange.rs BEAT2BEAT position: art drector description: in charge with visual identity of the magazine and electronic music label. Activities of the label included promo parties parties, music publishing, and promotions. label is not active. 2002 - 2003

ZEPTER position: senior designer description: working for a small design studio creating communcation for zepter international. projects included bank, insurance, travel house www.zepter.rs 2003 - 2004

MCCANN ERICKSON BELGRADE position: senior art director. Working independantly Leading team of creatives. www.fresh.mccann.co.rs 2005-2010

Lecturer at Megatrend University http://www.fudmegatrend.net/

2008 McCann

Erickson Kiev description: working on id of local mobile brand project: Life, mobile operator

McCann Erickson London description: working with an iternational team on a global brief, as part of emea academy projects: MasterCard 2009

THAT'S IT. I hope waching this document was usefull. It would be great to hear from you.