Polina Druzhkova is the co-founder and managing partner at PER:FORM, leading a highly ambitious team of PR and communications experts. Rooted in strong values, she believes that communications must resonate deeply\u2014being emotional, bold, and unapologetically rule-breaking.<\/p>\n\n\n\n
Q1. Congratulations on winning the MUSE Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?<\/strong><\/p>\n\n\n\n Thank you \u2014 it\u2019s a huge honor. I\u2019m Polina Druzhkova, co-founder and managing partner at PER:FORM. We are a team \u2014 a very ambitious team \u2014 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\u2019s where our expertise lies \u2014 and we\u2019re very confident in it.<\/p>\n\n\n\n Our agency is almost 3 years old. It\u2019s been a very intense and interesting journey. We named the agency PER:FORM because we\u2019re focused on delivering real impact \u2014 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.<\/p>\n\n\n\n In today\u2019s world, the story has become the main element of communication \u2014 people don\u2019t want to be sold to, they want to be told something. Stories connect, resonate, and stay with you. And that\u2019s what we aim to do \u2014 build narratives that perform on every level.<\/p>\n\n\n\n <\/p>\n\n\n\n Q2. What does being recognized in the MUSE Design Awards mean to you?<\/strong><\/p>\n\n\n\n This project was a huge milestone for us. I think it\u2019s the most complex, global, and creatively ambitious campaign we\u2019ve ever done as a team. We\u2019ve followed MUSE for a long time and admired the inspiring projects that win. We thought\u2014maybe this time, our work belongs there too.<\/p>\n\n\n\n Submitting Hans Niemann vs. You<\/em> felt like a natural step in claiming spac<\/p>\n\n\n\n Q3. Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today\u2019s industry?<\/strong><\/p>\n\n\n\n \u201cThe Doomsday Glacier\u201d began as an exhibition piece for NYU\u2019s This Is Not A Drill open call showcase, hosted by the Elmer Holmes Bobst Library in 2023. I wanted to explore how interactive storytelling could communicate <\/p>\n\n\n\n That\u2019s 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\u2014it has to be emotional, rule-breaking, and brave.<\/p>\n\n\n\n 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\u2019re 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?<\/p>\n\n\n\n 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<\/em>\u2014a digital showdown where artificial intelligence enhanced the audience\u2019s play against a grandmaster. It was inspired by legendary matches like Kasparov vs. the World<\/em>, but reimagined for the AI age. The concept: AI is not your adversary\u2014it\u2019s your amplifier. That\u2019s what made it powerful.<\/p>\n\n\n\n This project represents bravery. It proves you don\u2019t have to conform to the industry\u2019s traditional storytelling formats. You can blend controversy, emotion, and technology into something unforgettable.<\/p>\n\n\n\n Q4. What role does experimentation play in your creative process? Can you share an example?<\/strong><\/p>\n\n\n\n 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\u2014a renowned tech journalist\u2014playing Hans on stage. Web Summit gave us full support. It was a multi-layered activation.<\/p>\n\n\n\n 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\u2019t just flashy\u2014they were smart. Everything had a strategic reason behind it.<\/p>\n\n\n\n <\/p>\n\n\n\n Q5. What’s the most unusual source of inspiration you’ve ever drawn from for a project?<\/strong><\/p>\n\n\n\n So we prepared for every possible outcome. That unpredictability was nerve-wracking, but we handled it with thorough preparation. Our team worked seamlessly\u2014and in the end, everything clicked into place.<\/p>\n\n\n\n <\/p>\n\n\n\n Winning Entry <\/p>\n\n\n\n <\/p>\n\n\n\n
The biggest challenge was that the whole project hinged on a moment\u2014a 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\u2019t know how the match would end.<\/p>\n\n\n\nHans Niemann vs. You: Largest AI-Powered Online Chess Battle<\/a><\/h6>\n\n\n\n