Not a cream. A film.

Eugene Kaminskiy, Creative Director/Chief Creative Officer, McCann Kyiv Danylo Halyko, Senior Copywriter, McCann Kyiv Romanna Lobach, Account Director & Creative Excellence Director, McCann Kyiv Olga Rozhankivska, Client Service Director, McCann Kyiv Oksana Mishura, Art Director, McCann Kyiv Yuriy Sklyaruk, Producer, McCann Kyiv Oleksiy Griban, Video Editor, McCann Kyiv Maryna Yanchuk, Account Manager, McCann Kyiv

Molodist Film Festival is the biggest and most influential film festival in Ukraine and a platform dedicated to debut cinema. The word itself, “Molodist”, means youth. For its 54th edition, the festival redefined the meaning of its own name — Youth — not as age, but as a state of emotional vitality. In a country living through war, youth become the ability to feel deeply: to laugh, to cry, to be shocked and truly moved. Built on the insight that emotions are the ultimate anti-ageing force — stronger than any cream or serum — the festival reframed itself as a bold, metaphorical beauty brand that doesn’t sell products, but debut experiences. Borrowing the visual codes of premium cosmetics — neon palettes, striking typography and product-style layouts — the new identity positioned cinema as the place where rejuvenation happens. Because Molodist doesn’t promise youth in a jar; it offers it in a cinema ticket. Find Youth in the cinema!