TELE2 / Rain Wifi

Branding

Russian mobile operator Tele2 challenged its agency, Geometry Russia, with a problem – heavy mobile internet users did not perceive Tele2 as a suitable provider. Adding to that, St. Petersburg, Russia's second biggest city, had the largest negative brand perception. To elevate its perception, Geometry Russia set to help Tele2 create a unique experience which allowed St. Petersburg residents to solve the city’s connectivity issues.

Agency

/Year

2019

/Client

Geometry GlobalTELE2

Tools Used

RoleArt-Director

StatusCompleted

Launch Date2019

LocationRussia

Tele2 - The Making of Rain Wifi / Geometry

Tele2 decided to turn these two negatives into a solution. Tele2 introduced the Rain Wi-Fi project – the world's first rain-powered 4G-router that turns restrictive weather conditions into free Internet for people who get caught in a rain. A team of engineers presented an intelligent design solution – a 4G-generator. This new innovation allows rainwater to generate electricity without losing any energy in process. The system works in four simple steps: the device is installed into any drainpipe, then the rain flow activates a turbine, which generates electricity and the 4G-router delivers Wi-Fi to the immediate area.

TELE2 RainWifi

Tele2 RainWiFi is an innovative project at the intersection of technology, urbanism, and creative marketing. Turning rainy weather—often associated with discomfort—into an opportunity, the project introduced a unique 4G hotspot activated by raindrops. The challenge extended beyond merely documenting the case; it required creating a powerful, aesthetically polished visual language capable of validating this technological concept on a global stage and presenting it seamlessly to international festival juries, including the Cannes Lions.

( Project Scope )

Role: Art Director
As Art Director, I was fully responsible for shaping the project's visual ecosystem: from establishing the initial conceptual style to execution of final post-production and festival submission materials. My primary objective was to package a complex technological mechanic into a clear, emotionally engaging, and visually flawless narrative.

Visual Content & Art Direction Developing the project's unified graphic and visual DNA. I established a clean, high-tech aesthetic that emphasized Tele2’s premium brand identity while highlighting the innovative nature of the RainWiFi solution.
3D Modeling Designing and rendering the detailed visualization of the RainWiFi device itself. To ensure the actual hardware looked futuristic yet natural within an urban landscape, I developed photorealistic 3D models of the device, its internal components, and the mechanics of its interaction with raindrops. This was essential for clearly demonstrating the engineering side of the project within the case video.
Video Production Directing and managing the filming process. It was crucial to capture the "rainy city" atmosphere not as a depressing backdrop, but as a space for technological insight. I supervised the cinematography, framed the compositions, managed the lighting design, and ensured the precise delivery of key messaging in every sequence.
Post-Production Executing the final assembly of the video case. During this phase, I oversaw color grading, seamless integration of 3D elements into live-action footage (VFX), and pacing control. The visual flow was optimized to capture and hold attention from the very first seconds, which is a critical factor for award juries.
Enhance credibility and trust through design and functionality

( Challenges )

Festival & Cannes Lions Preparation Preparing materials for elite international festivals like the Cannes Lions demanded meticulous precision and strict adherence to rigorous presentation standards:

( 001 )
Festival Case Video Production The core focus
was placed on a rock-solid structure: problem, solution,
mechanics, and business results. I condensed
a vast amount of data into a concise, high-impact
2-minute video, blending complex animations
of physical processes (how rain triggers the router) with authentic human reactions.
( 002 )
Infographics & Key Visuals
Designing presentation boards and supporting
graphic assets. All data points, media reach statistics,
and technical schematics were translated into clean,
intuitive infographics engineered to be instantly
scannable and understood by international judges.
( 003 )
Global Standards Adaptation
Every visual asset, typeface, and frame was audited
to meet global design benchmarks. The presentation
prioritized minimalism, functionality, and absolute
clarity, ensuring the project stood out distinctly among thousands of entries at Cannes Lions.

AWARDS

Advertising Agency: Geometry, Moscow, Russia
Creative Director: Oleg Tumanov
Art Director: Oleg Sergeev
Art Director: Dave Gold (Andrey Dodin)
Copywriter: Elena Solovieva
Head of Art: Anastasia Tumanova
3D Designers: Vladimir Blagiy, Nikolay Popov
Post-production: Dave Gold
Head of Strategy / Planning: Olga Belyaeva
Planning Director: Olga Kazmina
Account Director: Alexey Kostenko
Account Manager: Tatyana Simakova
Account Executive: Maria Shestaeva
Traffic Manager: Larisa Vasilyeva
Junior Producer: Anna Guseva
Chief Executive Officer: Maria Kovaleva
Chief Creative Officer EMEA: Howard Smiedt
Partners: Maria Shakhova /BC Communications
PR Agency: Studio 2.35

(Results )

On behalf of GG (ex Geometry Global), we hereby confirm that the work created by the Rain Wi-Fi agency for our client Tele2 received the following awards at the following festivals:

1.
Cannes Lions International Festival of Creativity — Silver Lion, Bronze Lion, Shortlist
2.
D&AD — Shortlist
3.
Effie Russia — Silver
4.
Eurobest — Bronze, Shortlist
5.
Epica Awards — Silver, Bronze
6.
ADC*E — Silver, 2 Shortlists
7.
Golden Drum — 2 Golden Drums, Silver Drum, Shortlist
8.
Ad Black Sea — Grand Prix, 2 Best of Contest
9.
White Square — Gold, Silver, 2 Shortlists
10.
Red Apple — 2 Silver
11.
ADCR 2018 — Silver, 3 Shortlists
12.
Tagline Awards — 5 Gold, 3 Silver, Bronze

( Client Voice )

“We further confirm that Dodin Andrey Vladimirovich, listed in the working group under the name Dave Gold, was part of the team responsible for preparing this case for submission to the above festivals. He provided valuable assistance and brought the case the impact and visual appeal it needed to stand out.”