Kirill Novikov grew up in what used to be one of Moscow’s most dismal areas - Lyubertsy. Elegantly brushing stereotypes of an ill neighbourhood upbringing aside, Kirill says he can’t live without cheese and wine as if he grew up somewhere in Arcachon, France. Kirill compares production with an adventure: advertising is like a short holiday and parties while cinema is more of a world tour - a journey he promises he will embark on once he gains more experience. For Novikov, advertising is also a chance to pull oneself together and see fast results. He enjoys Remarque, Fincher, danger and can come up with a soviet-style pop song on any topic. Kirill thinks the best piece of advice he was ever given is: “Never accept pay for what you would’ve done for free”.