We have developed the design for packaging of new Demix UCrazy sneakers. The main objective was to combine statics and dynamics, color and monochrome, volume and flatness. Put the maximum into the minimum. This is exactly what lifestyle sneakers are loved for - maximum comfort. The holographic wave depicted on the packaging symbolizes the innovative energy return technology of Ernblast step as well as a futuristic-style case.


Recently, we held an event in St. Petersburg for one of the agency's long-time clients, Lumene. On October 8, the brand officially presented its ambassador in Russia — Anna Semak, mother of 7 children (!), restaurateur and publicist. Anna's projects and her values resonate with us, and most importantly - they are in tune with the brand, so we are sure that the cooperation will be exciting and inspiring!


Here is another news about recent Upside projects: since October, the scope of our cooperation with the Zolla brand has expanded. Now social media marketing and influence marketing have been added to PR campaigns. We don’t get tired of thanking our clients for their trust, and the team for their high standards of work.

New client: Stockmann

This September marks the start of cooperation with the Finnish department store Stockmann in SMM and SMA channels. We thank the client for the trust, and the team for their enthusiasm and goal orientation. Subscribe to Stockmann's social media accounts and Telegram channel and follow our achievements!

Glamour Best of Beauty Award

Receiving the Glamour Best of Beauty Award has become a tradition for our clients. This week, the experts of Glamour magazine awarded Lumene, Sesderma, Tonka Parfums Moscow, Uriage and Payot brands. We congratulate our colleagues and thank the editors and readers of Glamour for their constant attention to our brands.

Campaign in support of Jeffree Star Cosmetics for Létoile

It's been some time since we updated you on the projects of our beloved Létoile. Throughout the four years of our cooperation, we have completed dozens of joint projects, but we simply get ecstatic about each new campaign in support of Jeffree Star Cosmetics. Well, can this mascara with a whip really leave anyone indifferent?

The campaign delivered an OTS of 6 million+, with 178 mentions. Apparently, we were not the only ones whipped up by the mascara! 

Lumene Press Tour of the Kaliningrad Region

We applaud the domestic and sustainable tourism promo trends, and we seek to be personally involved in fostering them. Over the past year, many of us have rediscovered the places of power on the map of our country: Altai, Baikal, Kamchatka, and the Caucasus...

We were recently joined by the Lumene Russia team in organizing a press tour of the Kaliningrad Region, which won our hearts with its amazing landscapes and charming deliberation. The place where you sense oneness with nature was perfect for the presentation of the Nordic-C [Valo] night serum with its all-natural composition and Scandinavian aesthetics. 

New Client: Page 20

Just check out this nifty apart-hotel that has opened in a historic book-shaped house in New Arbat Avenue! Many in our team say they are missing short getaways that used to be so inspiring and helped refill their energy in the pre-Covid era. So we're being quite serious about the idea of a perfect weekend in town, and it's definitely not a weekend at home. So if we were to pick an ideal location for an inspirational weekend, Page 20, our new client, would top our list. We love absolutely everything about this hotel — from the incredible location and the literary concept of the suits to the stunning views of old Moscow and the finest tableware by Imperial Porcelain. Subscribe to @page20hotel_ if you share our love for fascinating hotels and travel.

Upside for PUPA

We are crazy about all the brands in our portfolio, but our affection for Pupa is particularly long-standing and warm. We have recently run a campaign to support Petalips Lipstick and the True Lips liner, and can’t help but share the great results. Opinion leaders who have supported the new products include Ravshana Kurkova, Natasha Davydova, Keti Topuria, Agata Muceniece, and Marianna Eliseyeva. The campaign generated 10 million OTS, and the number of likes and comments exceeded 200,000.

New client: Demix

Our team started working with the sports retail leader Sportmaster a year ago and is currently promoting Skechers. Since the summer of 2021, we have also served as the press office of #Demix, a leading sportswear brand, dealing with PR and influencer marketing. Congratulations and requests for collaboration are very much welcome!