An Inspired Chat with Emil Krasnikov of Manhattan

We’re looking forward to introducing you to Emil Krasnikov. Check out our conversation below.

Emil, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What do you think is misunderstood about your business? 
Commercials can look effortless, but what most people don’t see is everything that happens before and after the camera rolls. What’s usually misunderstood is how much happens before and after that moment. In my case, I’m not only directing I’m building the whole campaign from the ground up: developing ideas, pitching concepts, experimenting with CGI, scouting, working with agencies and brands, and then staying involved all the way through editing and finishing.

Most of what makes a campaign look seamless is the part nobody sees. When you notice a smooth effect on SmartThings campaign or a bullet-time arc in a Zalando spot, what you don’t see are the long days of testing, storyboarding, and building out the pipeline to make it possible. Same with my recent campaign for Kesko Citymarket in Finland I developed the concept, pitched it to the client with agency, flew out a DP from New York, found the cast in Finland, and then remotely directed the shoot from abroad. From the outside it looks effortless, but there’s a huge invisible structure behind it. I’m proud that I’ve built a process where I can go from raw idea to fully realized campaign for global brands like Dior, Samsung, Reebok, Nespresso, and Tampax.

Another thing people miss is the real impact of these short pieces. A 10-15 second campaign isn’t “just an ad” it can shape how people see a product, how a brand is received in a new market, or even how younger audiences connect with fashion and technology. For me, that balance of creativity and precision is what makes commercials exciting.

I guess that’s the part I love most it’s not just a job, it’s a space where I can play with new techniques, mix storytelling with tech, and see those ideas travel across different countries. That’s what keeps me motivated, even if most of the process stays invisible to the outside world.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Emil, a director and creative represented by VX Media NY working mainly in commercials and social projects. What makes my work a little different is that I’m usually involved in the whole process from building out the initial idea and pitching it to brands, to directing the shoot, and later editing and finishing the campaign myself. That mix of creative and technical roles has become my style, because it allows me to keep the vision consistent all the way through.

Over the past few years I’ve had the chance to work with brands like Samsung, Dior, Puma USA, Reebok, L’oreal, Kiehls and Visa, and more recently on campaigns for Kesko Citymarket in Finland, Tampax UK, and SmartThings across the Middle East and Europe. Some of these projects I directed on set, and others I led remotely like flying in a DP from New York, casting models locally, and then directing the shoot online. It’s been exciting to see how flexible the industry has become and how stories can be created across borders. I’m grateful that this year I’ve had more opportunities to take on projects even when I couldn’t physically be in the country, and still deliver at a high level by collaborating closely with the crew and thanks to the support of my agency.

Right now I’m especially interested in blending AI with live action shots not in a way that takes over the whole project, but in small, seamless moments that can be composited so naturally that viewers don’t even notice AI was used. The goal is to keep a look people can trust and connect with, while still pushing what’s visually possible. For me, commercials aren’t just about selling a product, they’re about creating a hook that sticks with people even if it only lasts a few seconds.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
I didn’t really have a mentor guiding me early on what pushed me most was the high standards I set for myself. I was constantly comparing my work to other talented creators using the same tools, which made me very aware of where I could improve and what I wasn’t doing enough of.

One moment that really shaped me was my second commercial as a director. At first, I thought I was just lucky to get it, but looking back I realized it wasn’t luck it was the effort I put in to win the project. The budget was $40K, I had limited experience, and I was competing against production companies from multiple countries.

Delivering that campaign successfully taught me that high standards, persistence, and a focus on quality can take you much further than luck ever could. I also learned a lot on that project and gained significant experience as both a director and producer.

That experience set the tone for everything I do now. It’s not about waiting for someone to show you the way it’s about pushing yourself to the highest level, learning constantly, and proving to yourself that you can deliver work that stands out on a global stage.

If you could say one kind thing to your younger self, what would it be?
Suffering taught me that only true passion for your craft can keep you going under any pressure. When I was just starting out, I wasn’t taken seriously as I just been a 20 years old guy, and I had little support or belief from others so I had to push myself hard to prove I belonged in the industry.

I remember my first major challenge on my very first commercial. I was working with a sound designer and had provided detailed references and a draft timeline, but the work kept falling short. One day before the delivery deadline, after switching through four different sound designers, the last one quit, telling me my SFX requests were “too heavy,” and handed me back my hard drive. I felt completely lost, I had worked so hard to get this opportunity, and it hit me hard. I even found myself crying outside from the frustration and fear of failing on my first project.

But in that moment, I found a strength in myself I hadn’t recognized before. I reached out to more people in my network, asked for referrals, and in a few hours found someone who could bring the sound design close to what I envisioned. The next day, I presented the work to the client and they were thrilled. No revisions. That experience taught me that passion, persistence, and problem solving under pressure can overcome almost any obstacle. It shaped the way I approach every project today, I’ll just find a way to make it work.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
One truth that’s foundational for me but I rarely say out loud is that I measure myself more against my own standards than anyone else’s. I’ve always believed that high personal standards and a relentless focus on quality are what really drive growth and success, even when it’s hard or uncomfortable.

Another truth is that perseverance often matters more than luck. Early in my career, I faced projects where things fell apart last minute, or people didn’t take me seriously. Those moments were stressful and frustrating, but they taught me that if you stay persistent, think creatively under pressure, and push yourself beyond what feels easy, you can create work that not only meets expectations but stands out globally.

I also believe in the quiet power of curiosity always learning, testing new techniques, and blending technology with storytelling. That mindset keeps me moving forward, even when challenges feel overwhelming, and it’s at the core of how I approach every campaign I work on.

Okay, we’ve made it essentially to the end. One last question before you go. When have you had to bet the company?
I’d say I’m doing what I was born to do. I’m a pretty stubborn person if something feels wrong or isn’t enjoyable, I’ll say no and stick to that. Early on, I didn’t have anyone showing me the “right” path in commercials or social content no mentor, little support, and no roadmap. When I was younger, I experimented with different jobs working as a waiter, a lawyer’s assistant, a social media manager, and a personal business assistant but I quit each after a few months because I wasn’t enjoying the daily routine.

That forced me to figure out my own approach, set my own standards, and push myself to deliver work that could compete on a global level. I built my career by experimenting, taking risks, and learning from both success and setbacks. From pitching ideas to global brands like Samsung, Dior, and Zalando, to directing campaigns remotely in Finland or the Middle East, I’ve learned that trusting my instincts and vision is what allows me to produce work that stands out.

It’s not always easy, but the projects I’m most proud of are the ones where I trusted my own judgment, stayed true to the bones, and pushed creative boundaries. That’s what makes me feel aligned with what I’m meant to do, rather than simply following someone else’s path.

Contact Info:

• Instagram: https://www.instagram.com/visionbyemil/
• Linkedin: https://www.linkedin.com/in/emil4real/