Polina Druzhkova on Turning Chess into a Global Spectacle with Hans Niemann vs. You

Thank you — it’s a huge honor. I’m Polina Druzhkova, co-founder and managing partner at PER:FORM. We are a team — a very ambitious team — of PR and communications professionals in the broadest sense of the word. Many of us have worked for major corporations like Microsoft, Cisco, and Honeywell, as well as for numerous tech startups. So, our experience spans across both the corporate world and the startup ecosystem, primarily in innovation and technology. That’s where our expertise lies — and we’re very confident in it.

Our agency is almost 3 years old. It’s been a very intense and interesting journey. We named the agency PER:FORM because we’re focused on delivering real impact — helping our clients not just be seen, but perform in the ways that matter to them. But the name also reflects how we approach communication itself: as something you can shape, mold, and craft with intention.

In today’s world, the story has become the main element of communication — people don’t want to be sold to, they want to be told something. Stories connect, resonate, and stay with you. And that’s what we aim to do — build narratives that perform on every level.

This project was a huge milestone for us. I think it’s the most complex, global, and creatively ambitious campaign we’ve ever done as a team. We’ve followed MUSE for a long time and admired the inspiring projects that win. We thought—maybe this time, our work belongs there too.

Submitting Hans Niemann vs. You felt like a natural step in claiming space for the kind of work we want to be known for: bold, emotional, and daring.

That’s a great question, because our approach to communications is anything but conventional. We are value-based in everything we do. We believe communications must resonate—it has to be emotional, rule-breaking, and brave.

Our client, it.com Domains, operates in a very traditional industry: the web domains space, which is one of the most conservative sectors in tech. But they’re positioning themselves as disruptors, and they wanted a project that reflected that spirit. Since they were already supporting chess initiatives and participating in Web Summit, we had an idea: what if we created something at the intersection of technology, domains, and chess?

Web Summit is one of the biggest tech conferences in the world. World Chess gave us access to top players. Our client had a disruptive product. The timing was perfect. So we created Hans Niemann vs. You—a digital showdown where artificial intelligence enhanced the audience’s play against a grandmaster. It was inspired by legendary matches like Kasparov vs. the World, but reimagined for the AI age. The concept: AI is not your adversary—it’s your amplifier. That’s what made it powerful.

This project represents bravery. It proves you don’t have to conform to the industry’s traditional storytelling formats. You can blend controversy, emotion, and technology into something unforgettable.

Beyond the idea itself, I think it was the sheer complexity and orchestration that made it unique. We used everything we could: we created a cinematic video piece, brought in influencers and top chess streamers, had the brilliant James Canty III hosting, and featured Emil Protalinski—a renowned tech journalist—playing Hans on stage. Web Summit gave us full support. It was a multi-layered activation.

We even tapped into Reddit communities, which was an exciting challenge. Seeing organic conversations spark there told us we were doing something right. The mechanics weren’t just flashy—they were smart. Everything had a strategic reason behind it.

The biggest challenge was that the whole project hinged on a moment—a single live game. The technological platform had to work perfectly. We had to generate buzz and engagement before, during, and after the match, but we didn’t know how the match would end.

So we prepared for every possible outcome. That unpredictability was nerve-wracking, but we handled it with thorough preparation. Our team worked seamlessly—and in the end, everything clicked into place.

As communicators, we’re used to making others shine. That’s our job—and we love it. But awards like this give us a moment to reflect, to pause, and to feel proud of what we’ve achieved together. It’s a time to celebrate your team, your colleagues, your entire ecosystem—both internal and external. It’s incredibly motivating.

Now we can say we’re an award-winning agency, with an award-winning client and an award-winning team. And while that may sound like just a label, it carries weight. It opens doors. It’s third-party validation that stays with you—a kind of professional gravity that draws new opportunities your way.

Honestly, almost everyone congratulated us—clients, colleagues, partners. The warmth and pride were genuinely touching. For many clients, it felt like a shared win. I think it inspired them to keep going bold with us. It also sent a strong message to stakeholders: working with us can lead to both results and recognition. That’s incredibly valuable.

You have to be disruptive—but strategically disruptive. We chose Hans Niemann, the so-called bad boy of chess. That was a bold move, and we knew it would resonate. But we calculated the risk and believed in his talent and charisma. He’s a grandmaster, a genius, and pairing him with an innovative format was sure to create something special.

If I had one piece of advice, it’s this: don’t be afraid to be noticed. Many PR professionals are taught to play it safe, but safety doesn’t win hearts or awards. Think several steps ahead, like a chess player. Make your bold move—but make sure it’s smart.

One of the biggest shifts I see is the blurring of boundaries—between formats, media, and roles. Clients aren’t just looking for social media management; they want credibility, leadership, and visibility. As communicators, we need to master all the tools—or even invent new ones.

You can’t afford to be a narrow specialist anymore. It’s about finding creative ways to reach a goal, not sticking to a standard playbook. The industry is chaotic, yes, but that chaos breeds invention. That’s the space I want to be in.

Don’t hesitate—just ask yourself one question: Am I proud of this project? If the answer is yes, that’s all the validation you need. It’s not about waiting for external approval—it’s about recognizing the value in what you’ve done. If you’re proud of the idea, the execution, the outcome, then your instinct is enough. You are your own compass. Trust it.

Don’t be afraid to risk something in order to win something big. That’s my message. We can’t operate in a vacuum. We can’t stay sterile. Creativity that shifts culture is messy, emotional, and a little dangerous. Be the person who changes perceptions. That’s where the real work begins.

Absolutely. This was a team achievement in every sense. Over 30 people worked on this — from our agency team to the internal it.com Domains team, to partners at Web Summit and World Chess, to streamers, influencers, and Hans himself. Everyone played a role. And they’re the ones this award is truly for. They made it happen.

A battle — and a synergy — between human brilliance and artificial intelligence, showcasing how excellence can be amplified when the two work together.

Personally, I would love to work on a project tied to sustainability—particularly one with societal impact. That was one of my responsibilities at Microsoft, and it remains deeply meaningful to me. So yes, we’re working on something that connects AI, society, and real-world impact. I hope it doesn’t sound too idealistic, but we truly believe in work that brings value to the world.

Hopefully, we’ll be able to share something exciting soon. Thank you again—this recognition means more than we can say.