commercial projects
Art direction and set design
By Polina Zolotukhina
Crafting the language of space and image for campaigns, shoots, and cultural projects.
Focused on emotion, tactility, and the story behind every frame.
By Polina Zolotukhina
Crafting the language of space and image for campaigns, shoots, and cultural projects.
Focused on emotion, tactility, and the story behind every frame.
Set Design & Art Direction Assistance for manara
Set design and art direction assistance for the release promo of singer Manara — including the main video and poster visuals.
Full-cycle production and concept development: from visual idea and atmosphere to handcrafted set elements. The aesthetic builds around reflection and intimacy, turning the song’s emotional core into a tactile, cinematic space.
Music: @manaaarra Art direction: @beka_vnorme Photo: @zhuldyz_v
Video: @timur.caxar
Full-cycle production and concept development: from visual idea and atmosphere to handcrafted set elements. The aesthetic builds around reflection and intimacy, turning the song’s emotional core into a tactile, cinematic space.
Music: @manaaarra Art direction: @beka_vnorme Photo: @zhuldyz_v
Video: @timur.caxar
Set Design & Production for ELLE
Set design and production for ELLE editorial: Five O’Clock Tea in collaboration with brands L’Aroush and Mariko.
The concept merges surreal domesticity with playful precision — translating the ritual of tea time into a stylized visual scene through handcrafted props and sculptural compositions.
Photo&art direction: @zharqynaym
The concept merges surreal domesticity with playful precision — translating the ritual of tea time into a stylized visual scene through handcrafted props and sculptural compositions.
Photo&art direction: @zharqynaym
Set Design & Art Direction Assistance for Asya
Set design and on-set art direction support for the promo release of artist Asya.
Worked closely with the stylist and director to build a playful, bold visual language — combining minimal props and vivid color accents to highlight the artist’s personality and rhythm.
Music: @asiyamusic Director: @aidabowwie
Style and production design: @beka_vnorme @efiyal
Worked closely with the stylist and director to build a playful, bold visual language — combining minimal props and vivid color accents to highlight the artist’s personality and rhythm.
Music: @asiyamusic Director: @aidabowwie
Style and production design: @beka_vnorme @efiyal
set design fashion campaign
Full-cycle set design and production for a fashion campaign by designer Bekzat Normatov.
From sketches to large-scale props — the concept, visual composition, and handcrafted elements were developed and built in my studio. The scene recreates the feeling of a childhood playroom, combining sculptural shapes with a drawn, almost surreal aesthetic.
From sketches to large-scale props — the concept, visual composition, and handcrafted elements were developed and built in my studio. The scene recreates the feeling of a childhood playroom, combining sculptural shapes with a drawn, almost surreal aesthetic.
Stage Design & Set Production for live concert
Scenography and full production of stage decorations for singer Manara’s concert.
The visual concept translated the emotional rhythm of her music into spatial form — combining fabric, light, and reflective materials to create a shifting, immersive atmosphere on stage.
The visual concept translated the emotional rhythm of her music into spatial form — combining fabric, light, and reflective materials to create a shifting, immersive atmosphere on stage.
Set Design in cinema production
Assistant to the production designer on the short fiction film Scaramuccia, directed by David Lichtenfeld.
The surreal, commedia dell’arte–inspired world involved large interior constructions, oversized props, and handcrafted masks. I assisted with concept development, set fabrication, and prop production.
The surreal, commedia dell’arte–inspired world involved large interior constructions, oversized props, and handcrafted masks. I assisted with concept development, set fabrication, and prop production.
Set Design in cinema production
Production design for Krapivny Soup, a short film directed by Darya Belaya.
The project recreates a nostalgic 1990s countryside atmosphere — from detailed interior compositions to custom-built props and wardrobe styling. The entire visual world was designed and produced on location, blending realism with a subtle cinematic melancholy.
The project recreates a nostalgic 1990s countryside atmosphere — from detailed interior compositions to custom-built props and wardrobe styling. The entire visual world was designed and produced on location, blending realism with a subtle cinematic melancholy.
Commercial & Creative Production
Fashion campaigns, music promos, stage design, short films — I work across visual production, set design, and art direction.
Open for collaborations and commissions — feel free to reach out to discuss ideas or request a production estimate.
Open for collaborations and commissions — feel free to reach out to discuss ideas or request a production estimate.