Director Alan Badoev became the face of ATB’s advertising campaign: video
1 October 2025 11:35
A video of a well-known Ukrainian director Alan Badoev in the form of an ATB supermarket cashier getting to work is actively going viral online, "Komersant Ukrainian" reports
In the video, Badoev, wearing an ATB vest, announced that he had started a new job and announced the start of the “Great Battle Against Darkness,” a joint campaign by ATB and Chronicle of Power.
@atb_market Friends, it’s tomorrow! In every ATB store across Ukraine, you will be able to gather Ukrainian strength and join the great battle against darkness. The total prize fund of the campaign is UAH 2 million. There are also many prizes waiting for you at all levels of the game and while collecting cards. Scan your collectible cards and lead your heroes to victory! The campaign was created in collaboration with innovative partner NTI and strategic partner ATB
♬ original sound – ATB Market
The day before, Badoev and Ukrainian designer and writer Olga Navrotska presented their multimedia project of a fantasy universe about Ukrainian power, Chronicles of Power.
The Chronicles of Power project aims to show the world who Ukrainians are and where their strength comes from. It is an attempt to revive the memory of our ancestors, turn it into a modern epic, and pass it on to future generations.
Work on the project began in May 2022, immediately after the de-occupation of Kyiv region. Then, after a 10-year pause, Alan Badoev and writer Olha Navrotska met in Kyiv on Volodymyrska Hill and found an idea that captivated them both, reviving their collaboration.
Over the course of two years, the team has engaged historians, mythologists, geographers, artists, composers, designers, language consultants, and other unique specialists.
According to the creators’ idea, the ATB app will launch a mobile game where users will be able to see new characters from the universe for the first time and play on their side, fighting against Koshchei. In addition, a number of unique artifacts have been created for the Great Battle:
- a collector’s book “Khort. The First Character” collector’s book with an art book,
- a collector’s album for collecting cards,
- a board game and a puzzle,
- VR glasses for immersion in the “places of power” Of Ukraine.
As part of the project, we plan to
- continuation of the story in the form of a comic book (presentation in 2026)
- a computer game,
- a feature film based on the novel.
Alan Badoev is a Ukrainian film director and music video maker, one of the most famous Ukrainian media directors.
He is known for his numerous music videos for Ukrainian and foreign artists, including Okean Elzy, Tina Karol, Monatik, Nastya Kamenskykh and others.
Badoev also directs films, creates advertising campaigns and art projects, combining contemporary visuals with national cultural identity.
