Irina Dengina: Director’s Treatments as a Junction of Design, Marketing, and Contemporary Art

turquoise ether magazine06/02/24 17:22236

Director’s treatments are a complex and extensive phenomenon that includes a huge number of diverse components that determine the fate and final appearance of the planned product (film, music video, commercial, etc.). The designer of director’s treatments must be able to combine multiple identities: a researcher, a visionary, a colorist, and so on. However, the most interesting modern designers of director’s treatments reinvent this profession, expand its boundaries, and introduce elements of contemporary art into it.

Irina Dengina is an excellent example of such outstanding designers of director’s treatments, setting precedents for the quality development of this sphere of professional activity. Despite her young age, she has many years of experience in successful collaboration with various international brands (such as Skoda, Coca-Cola, Pepsi, Nissan, Spotify, KFC, McDonald’s, Kaufland, Betano, Oral-B, and many more) and over 400 successfully implemented projects. In addition to her first-class technical work, the uniqueness of Irina Dengina’s approach lies in inventing a personal philosophy of director’s treatments. According to Irina, director’s treatment ceases to be just a sort of technical documentation or visual material that helps win a pitch or a grant application competition, but it also becomes a fundamental material that initially encompasses all possible ways of implementation and mutations of the primary idea, including options for overcoming possible deadlocks.

If we summarize Irina Dengina’s design philosophy, designers should not only take on more responsibility for their area of work, but also strive to constantly improve their skills, build extensive communication networks, and be perfectionists in their professional activities. And at the same time, a designer should never forget the ethical and social aspect of design.

One way for designers to embrace their amplified responsibility is by engaging in introverted actions. This includes having an internal mission, where they proactively seek out opportunities to improve their skills and knowledge. By actively volunteering for challenging projects, designers can demonstrate their commitment to continuous personal and professional growth.

However, designers should not confine themselves to inward-focused efforts. To truly expand their influence, they must exert their energy outward as well. These efforts can be described as accumulating enthusiasm, proactivity, caring about the process and the outcome. The result of these efforts is fully capable of leading to a more quality collaboration with the director and a deeper immersion into the creative process.

Irina Dengina’s innovative approach to treatments goes beyond the traditional boundaries of what is expected. She pushes the limits of creativity and constantly challenges herself to come up with fresh and groundbreaking concepts. Her ability to think outside the box and embrace the ever-evolving landscape of the industry sets her apart as a true visionary.

In conclusion, Irina Dengina’s professionalism and extraordinary visionary talent have cemented her position as one of the most sought-after designers of director’s treatments. Her ability to merge various disciplines, coupled with her deep understanding of branding and market dynamics, makes her a true asset to any project. With her unique philosophy and unwavering commitment to excellence, she continues to push the boundaries of what is possible in the world of treatments, leaving a lasting impact on the industry as a whole.

Author: Jenya Stashkov, artist and art critic, Sheffield, UK


Building solidarity beyond borders. Everybody can contribute is a community-run multilingual media platform and translocal archive.
Since 2014, researchers, artists, collectives, and cultural institutions have been publishing their work here