Award-winning graphic designer and art director Alexander Perelman talks career and Australian projects

Alexander Perelman is an award-winning international graphic designer and art director whose artistic journey began at age 12.  During the last fifteen years, Alexander has worked with large global companies and agencies including BBDO, Proximity, and Action Moscow. He specialises in brand identification, packaging, web, and ad design. His noteworthy projects include creative campaigns for Peugeot, Heineken, Google, Visa, and Lexus, among other major brands. Also, he has been the recipient of an international design award from Pentawards that he earned for Best Concept in 2016.  

Alexander Perelman is currently working on two projects in Australia, although he is unable to disclose the companies involved at this time. One project focuses on an innovative women’s lingerie brand, which is still in the negotiation phase, while the other is with a major meat producer. Despite the latter being in the food industry, Alexander is confident he can create something impactful and interesting.

Storytelling is a key aspect of Perelman’s work. He believes that stories are what connect people, and his job is to uncover and share the unique story of each brand so that it resonates with the audience. His approach involves finding a captivating angle and crafting a narrative that people can understand and remember. He draws inspiration from historical events, scientific discoveries, and personal experiences. For example, he once adapted ancient stories and myths for a Heineken campaign, successfully creating a timeless yet relevant narrative.

“My storytelling campaign for Google’s ‘Karenina. Live Edition’ really stands out in my mind. Readers from around the world read ‘Anna Karenina’ live online during this marathon where 61,364 people took part. This historic literature was digitised to make it accessible and engaging for modern audiences,” said Alexander about one of his notable projects.

Maintaining versatility in work requires curiosity and adaptability. Alexander Perelman’s portfolio includes a wide range of projects, such as Heineken’s energetic sports stories and the sophisticated identities he created for Skolkovo Park and Lexus. Each project presents unique challenges and opportunities, and staying open to new ideas allows him to excel in different creative tasks. He constantly hones his expertise by reading scientific publications and even attending psychology and neuromarketing seminars. This integrative approach contributed to the success of his Dino Ice project, which earned him a Pentawards 2016 Silver Award for Best Concept.

“Collaboration is vital in our industry. It involves creating a shared vision and maintaining clear, constant communication. Whether working with local teams or international clients, effective dialogue is key. Respect for each team member’s expertise fosters a productive and innovative environment,” said Perelman about effective teamwork and important role in his process.

Technology plays a key role in Alexander’s campaigns. He uses augmented and virtual reality to enhance brand engagement, as seen in the Heineken EURO 2020 campaign, where augmented reality was utilised to create a more personalised and memorable experience. These technologies help draw attention to the brand and allow for more effective audience interaction. Additionally, AI enables more targeted and successful advertising strategies.

In a highly competitive environment, Perelman believes in taking risks and being innovative to stand out. He continuously tries new ideas and communication channels to stay ahead. An example of this approach is the Dino Ice project, where creativity and consumer engagement were combined through a unique packaging concept. The popsicles featured hidden dinosaur shapes that were revealed as they were eaten, capturing children’s imagination and sparking conversation among parents. This playful and interactive design showcased how innovation and creativity can leave a lasting impact.

“It’s important to learn how to overcome creative barriers, which are common. Reading, travelling, and meeting individuals from different disciplines helps me. New impressions and experiences inspire new ideas. I also like creative workshops and conferences to share ideas and learn about industry trends. Be open to new things and leave your comfort zone,” Alexander noted about overcoming creative barriers and finding inspiration.

One of the most challenging projects Alexander Perelman has worked on was the Coca-Cola Sochi 2014 Olympic Torch Relay. This nationwide campaign involved engaging millions of people and required a well-thought-out strategy and precise execution. To ensure each stage of the relay remained fresh and exciting, Perelman utilised over 2,000 different advertising items throughout the campaign.

To manage the demands and pressures of work, especially with strict deadlines and high client expectations, Alexander Perelman emphasises the importance of being organised and remaining calm. He relies on project management tools to track deadlines and tasks effectively. A strong team is also essential, where each member knows their role and contributes to the project. Clear planning and regular check-ins help keep everything on track. Even with tight schedules, Perelman ensures there is always room for creativity and inspiration.

Maintaining a balance between work and personal life requires setting boundaries and managing time effectively.

“Maintaining this balance is essential for me. I play various sports and chess and listen to music to help me relax and relieve stress. Regular exercise helps me stay healthy and manage stress. The support of family and colleagues is also critical,” said Alexander.

“I hope people see the passion and effort that go into every detail. Every project is the result of my efforts and those who work with me, and we put our hearts into our work. Whether it’s a major international campaign or a local project, my goal is always to achieve excellence,” he added.

Alexander Perelman has to allocate time for both professional commitments and personal activities, which helps him stay refreshed and creative. In his work, he hopes people will notice the attention to detail, creativity, and the thoughtful approach he brings to every project. He aims to create meaningful and impactful work that resonates with audiences on a deeper level.