Alexey Grigoriev

I enjoy the feeling that making a change in the history of brands gives me.

Plain work is a boring thing to do. I always try to put myself in the consumer’s place, imagine the world he lives in. Advertising allows me to travel among various social groups, and I’m fascinated to discover what the lives of the people within these groups are like. Studying the society is always fascinating.

I’ve drunk, probably, all I could and even more. I’ve got nothing else to do with alcohol. Now I enjoy always being in control of myself and the situation.

Advertising… It’s not about stating that one thing is tastier than another one. Our goal is to make the customer believe that this particular product is the very best one. That it is so good a mere attempt to compare something else to it is ridiculous.

I bought myself a lomo camera, and am now walking around taking pictures of virtually everything. Due to the extremely primitive optical components, the film comes out with all sorts of interesting effects, things like distorted colour rendition and stuff. Same as editing a picture in the photoshop, but the result is always unpredictable.

Model cars 1/43 are my hobby. I’ve got about fifty models, fifteen out of which are really rare and considered to be collector’s items. Miniature cars are like a whole cosmos to me. I can spend hours just checking them out.

My Mini Cooper, just like many other people’s cars, has its name: blue gibbon. Why? Because it was in one of the tracks by that very peculiar music band: “Blue gibbon. It’s a monkey, a very expensive one”.

With me and my wife it all seems to have been somewhat like an express way of doing things. We met through a dating site, moved in together within two weeks, and another half a year later I proposed to her. We used to live in Kutuzovskiy and pass the court on our way to movies every time. So one day we thought we’ve had it and just walked in.

I don’t like food that is soaked in fat, food that has to be eaten with hands, food that looks messy. Crispy roasted chicken in some funny sauce, for example.

I do have my favourite dishes, but they’re all very simple. I don’t know much about food. I can pour ketchup over the fish that was cooked in white wine.

I’m amazed by my own achievements. I remember sitting in the dormitory, eating “Rollton” (Russian make of instant noodles — TN), drinking cheap beer, and then all of a sudden I got a job, a week later I was going on business trips dressed in a suit, everything clicked into place…

Someone who spends his time husking sunflower seeds and spits in the subway can’t have unique inner world, it just doesn’t happen that way.

What irritates me most about other people is unpunctuality.

I guess it was one of Mickey Rourke’s characters that once said an interesting phrase: “Never chase after buses or women. There will always be another one”.