Love Our Work: Yana Malik on Allegro’s Beautifully Emotive Narrative
Towards the end of last year, two Australian agencies (Paper Moose and Innocean) joined forces to launch ‘Love Our Work’. The idea, a brainchild of Paper Moose’s creative director Jeremy Willmott and Innocean CEO Jasmin Bedir, was to inject a welcome dose of positivity into the way the industry talks about itself.
Folk were invited to celebrate the work which inspired them and truly left a mark - fostering a sense of shared pride and an environment where all creatives and makers feel seen and valued. Inspired by the initiative, LBB is now taking ‘Love Our Work’ global. We want to hear from anyone who’s been inspired by the creativity of others.
Kicking things off is Yana Malik, a Ukrainian-Canadian director represented by Cordillera Films. In 2016, the Polish agency Bardzo put together a film for Allegro, an online shopping platform, which changed the way Yana thought about narrative and emotion in advertising.
Speaking with LBB, Yana reflects on how “English for Beginners” weaved product integration into a heartstring-tugging story that has stayed with millions of viewers - including her - for years…
LBB> Firstly, why do you love this particular piece of work?
Yana> This commercial has always stuck with me, and its impact on me as a director is profound. When I was just starting out, this ad was one of the first that truly amazed me, inspiring me to incorporate deep, emotional storytelling into my projects.
What makes it special is its emotional depth. In just a brief timeframe, it conveys a complete, touching story that feels like a mini-movie. I find myself deeply invested in the grandpa’s journey, rooting for him. This powerful human connection resonates with audiences universally, as it addresses themes of determination and familial love that we can all relate to. Additionally, I love the beautiful cinematography, which enhances the emotional experience and creates a joy to watch. The seamless product integration - where the English courses become a crucial part of the grandpa's journey rather than just a sales pitch - demonstrates how branding can feel essential and meaningful.
LBB> More broadly, what makes a piece of work great in your opinion?
Yana> In my view, a great piece of work excels through its ability to connect with viewers on a deeper level. It embodies universal themes like family, perseverance, and love, ensuring its relevance across different contexts.
The emotional arc takes viewers on a journey from struggle to connection, making it compelling and engaging. Furthermore, the lasting impression of a well-crafted story highlights the power of emotional storytelling in advertising. The most effective ads are those that make viewers feel something real and memorable, transforming simple narratives into impactful experiences. This approach is something I strive to bring into all my work, aiming to create content that resonates and endures.
Ultimately, the beauty of this ad lies in its ability to elevate advertising through emotional storytelling. It serves as a reminder of the timeless importance of human connection and emotional depth in all forms of storytelling, which continues to inspire me as a director.
LBB> When looking for inspiration, do you believe it is important to search outside of your own team? If so, where do you find it?
Yana> Yes, I believe that’s crucial. Looking beyond my immediate environment allows me to discover new ideas and perspectives. I find inspiration in various places: nature, art exhibitions, literature, and through travel. Engaging with different cultures and experiences opens my mind to fresh concepts that I can incorporate into my work.
LBB> How do you hone your own creativity, and how do you foster the creativity of the team around you?
Yana> I hone my own creativity by continuously seeking out new experiences and challenges.I experiment with different techniques, and allow myself the freedom to fail and learn.
To foster the creativity of my team, I create an environment where open dialogue is encouraged.I value collaboration and brainstorming sessions where everyone’s ideas are welcomed and explored. This way, we can all learn from each other and grow together.
LBB> Lastly, what does creativity mean to you?
Yana> Creativity means the ability to view the world through a unique lens and express that vision in a meaningful way. It’s about breaking free from conventional thinking and embracing originality. Creativity is not just about producing art; it’s a way to connect with others and inspire them to explore their own paths.
