To create a neck breaking experience riding the roller coaster through creative ideas, outstanding edit and visuals in combine with musical rhythm Zhenya Redcapp directs the “wow effect” in his commercial videos for the viewer. His 12 years of experience as a creative art-director in advertising agencies and his background as a music artist helped him find his style and mostly focused on musical commercials. His works has even been awarded in a few international festivals. Most of his videos can be characterized by the use long one-shots, uncommon angles and camera movements with rhythmic edits and match-cuts. Zhenya Redcapp’s goals are as he says “Someday, I will definitely to shoot innovative and mind-blowing commercials for new iPhone, even if i have to burn the red cap on my head in hell!” He is a very goal-oriented director, because he already completed the second part of his goal.