It was February 24, 2022. Explosions rang out at dawn across Ukraine—from Kharkiv to Kyiv to the seaport of Odesa. And cities that once buzzed with everyday activity were now under the shadow of Russian rockets and drones.
For design studio O0, the chaos of that moment is something they’ll remember forever—and the uncertainty of what might come next—as missiles rained down from the sky over their studio in Kyiv.
And while business took a backseat to survival at first, it wasn’t long before their team rallied together again. To answer the call of creativity and build beauty back into the world around them, amidst the upheaval of war.
“In that moment, you no longer belong to yourself. People step up for each other 200%,” says co-founder Andrey Klen. “Inside the studio we had to be highly organized, though it looked like chaos on the outside,” adds general manager Illia Krupenikov.
Celebrating life through design
Creativity in the best of times is a celebration of human experience. In the worst of times, it’s an act of human resilience. How does O0 embrace both to innovate against the odds? To them, it’s second nature.
Like when creative designer Alina Kompanets sought safety in a shelter in the early days of war … She brought her tablet to the dark corridor underground—drawing to emotionally connect with their new reality. Members of the O0 team continue to document this reality through film, photography, and other media on social.
“We create because we love life. Resilience is to be curious and to love life when you know it can end at any moment. Creativity is a way to influence the things we can,” says creative producer Kirill Sopot.
The studio’s in-house initiative Spend with Ukraine reflects that spirit. The website spotlights Ukrainian talent, and popular and bespoke products. Klen says, “We’re looking for positive ways to shed light on Ukrainian life, and our creative economy is a worthy subject.” Supporting Ukraine by backing its businesses makes a difference.
Partnerships with purpose
Every project O0 takes on is a passion project. It’s because partners who share their commitment to protecting fundamental rights inspire the work. Production director Andrii But says of their collaboration with Microsoft: “The best part of our partnership is being involved in activities that celebrate the values we share.”
“When you create something together, it’s a state of mind … there’s true unity,” expresses production manager Sophia Telehina. One such project is the Microsoft Pride campaign: “This is personal for me. Pride Month is my month.” Titled “Radical joy,” the campaign promotes the rights of LGBTQIA+ people everywhere.
When you create something together, it’s a state of mind … there’s true unity.
More stories
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O0 brought Microsoft’s vision for Pride to life through motion graphics celebrating LGBTQIA+ employee stories with a deeply human touch.
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For Microsoft’s ERG marketing identity “Flourish,” O0 created floral motifs blending traditional ethnic patterns—blooming into contemporary geometric shapes.
Beauty that keeps the world watching
As O0 continues to navigate the complexities of existing in a country under siege, their art serves as a testament to the power of human resilience. It shows the extraordinary ways in which creativity can serve as a catalyst for action in times of crisis.
“Creativity is much more than just design—it’s about the creativity of all people who are making life still livable,” Klen says.
And even in wartime, especially in wartime, beauty can and will emerge. It has to.
