Creative Directors — Maksym Boritko, Dima Liutyi, Sasha Shcherbakova Creative Producers — Alisa Zelenska, Victoria Suprun Visual Artist, AI Director, 3D Illustration — Kyrylo Melnyk Visual Artist, AI Director, Identity Design — Ania Yashchenko Visual Artist — Olia Severynova Copywriter — Anastasiia Peredrii

Team

What began as a payment feature became a scalable communication platform — transforming a generic retail mechanic into a distinctive, ownable brand idea that works season after season.

During Christmas, he reminded customers not to “sleep through” gift offers and became part of festive brand activations — from a dedicated landing page to OOH placements.

For Black Friday, he reappeared as a market trader selling discounted tech.

We created a distinctive brand character and deployed it consistently across all touchpoints: TVCs, digital banners, in-store communication, website, app, and price tags.

Realization

That’s how “Payment in Shchastynas” was born.

“Shchastynamy” comes from the Ukrainian word happiness (“shchastia”) and intentionally rhymes with “chastynamy” — which means “in instalments.” So instead of simply saying “Payment in Instalments,” we created a playful linguistic twist that reframed the mechanic emotionally.

Not paying in parts — but paying in happiness. The wordplay allowed us to transform a functional financial term into a distinctive, ownable brand platform — shifting the perception from credit mechanics to a feeling of ease and good fortune.

Idea

In a category where instalment payments are a standard feature offered by every retailer, COMFY approached us with a clear challenge: how do you differentiate a functional financial tool when everyone communicates it the same way? The objective was to turn a rational payment option into an emotional brand asset.

Tack

About

& CV

Victoria Suprun

AKA Viky