Giorgi Popiashvili

I think in visuals, my memory is visual, every emotion, feeling, or even neutral bit of information is translated into imagery in my head. Visual perception is clearly my primary way of orienting myself in this vast and incredible universe.

This process works both ways—visual language is also how I communicate back with the world. Disciplines and professions are secondary to me; I am equally fascinated by any expression that exercises the mastery and the elegance of the visual language.

Graphic Designer

A major influence on my career was my father, an architect who worked as a graphic designer. Watching him work introduced me to visual language and graphic software early on.

Branding for coworking space
Label designs
Occupied passport cover

Art Director

Beyond visual aesthetics,
I have always been drawn to simple, smart ideas. Advertising was the ideal space for this, as it revolves around original ideas expressed through visual language.

Mercedes / Smart ParKing
Greenpeace posters

Film Director

After collaborating with dozens of film directors, I decided to step into directing myself. After directing over 20 commercials, in 2024, I wrote and directed my first short film. Being on film production set is one of my greatest creative joy!

Claptocracy short film
Alan Watts
Museum without frames
Ikano + Nirvana
Reel

Artist

During two decades in advertising and commercial art, I always felt a pull toward fine art and crafts. Currently, I am pursuing a master’s program in painting at The New York Academy of Art.

Painting series - Commodity
Drawings
Milk Mug
Giordanno Bruno Candel
Film Photography

Contact Follow

Branding for coworking
space “Old Boys”

In Georgia, school desks were more than just furniture—they were canvases for unfiltered creativity and expression.

Students carved, scribbled, and doodled everything imaginable on their desks—insults, sketches, nicknames, love confessions, and plenty of crude drawings. Over time, these layered expressions vanished as schools replaced old desks. But I couldn’t forget them.

Logotype

Bag

One of the actual desktops found in my school.

When my friends at Old Boys asked me to create their branding, it all clicked. I searched for surviving desks, reaching out to people and scouting schools. Most had been renovated, but at my former school, I found eight worn-out desks filled with extraordinary visual history.

Business cards.

I digitized the desk artworks and built a brand identity around it.

More than nostalgia, these desks captured creativity, collaboration, and untold stories—etched into a shared surface.

Example of a social media content.

Mug.

Launge space wall decoration.

Badges.

Shirt.

Label designs

I mainly focus on wine labels, although I do different packaging projects. There are many reasons I love working on wine labels. First and foremost, I love wine—it's an incredible product and culture. Winemakers are fascinating, unique people, and we get along well. Beyond that, designing wine labels is a multidisciplinary craft that combines many of my interests.

One of my first clients was so pleased with my work that they offered me a three-month sommelier course. During that time, I truly fell in love with the world of wine. While I haven’t yet succeeded as a winemaker, I’m happy to contribute to the industry as a creative, helping winemakers find the right visual language for their products.

Natenadze’s Wine Cellar

Tsinandali Estate

Pirali Distillery

Occupied passport cover

In 2008, Russia invaded Georgia. The war lasted only a few days, but its impact never faded. Even now, 20% of the country remains under Russian occupation, and many Georgians are barred from parts of their own land. Yet outside of Georgia, few people are aware of this ongoing reality.

Getting the world to pay attention isn’t easy, especially for a country 250 times smaller than Russia. That’s why Giovanni Morra, a Georgian accessories brand focused on self-expression, decided to take a different approach. Instead of just raising awareness, they created something tangible:

A passport cover that is 20% occupied—just like Georgia.

A practical item that carries a powerful message, turning every journey into an opportunity to start a conversation and make this issue impossible to ignore.

Product Idea - GIOVANNI MORRA team
Case video:
Art Director - Juarez Rodrigues
Copywriter - Vicky Jacob-Ebbinghaus

Case Study

Smart ParKing

During my internship at BBDO Proximity Berlin, I came up with a stunt idea for Smart ForTwo—turning a test drive into a city-wide game of musical chairs with Smart cars. The agency brought the idea to life after I left to continue my studies, and the project went on to win two Silver Lions at the Cannes International Festival of Creativity.

Credits:
Wolfgang Schneider - BBDO Germany, Chief Creative Officer,
Jan Harbeck/David Mously - BBDO Proximity Berlin, Creative Managing Directors,
Max Millies/Marius Lohmann - BBDO Proximity Berlin, Creative Directors
Idea: Giorgi Popiashvili
Marius Lohmann/Rene Bieder/Nicole Nikolopoulou/Nina Mendez BBDO Proximity Berlin, Art Directors
Max Millies/Nicolas Linde - BBDO Proximity Berlin, Copywriters
Dirk Spakowski - BBDO Proximity Berlin, Managing Director
Sebastian Schlosser - BBDO Proximity Berlin, Client Service Director
Steffen Schumann - BBDO Proximity Berlin, Account Director
Joris Jonker/Anne Hohmann/Irina Hartung - BBDO Proximity Berlin, Account Manager
Yassin Taibi/Rene Bieder/Sebastian Heidfeld - BBDO Proximity Berlin, App Concept
Silke Rochow - BBDO Proximity Berlin, TV Producer
Steffen Gentis - BBDO Proximity Düsseldorf, Head Of TV
Cobblestone Filmproduktion / Berlin, Production Company
Juri Wiesner/Nora Hässner - Cobblestone Filmproduktion, Producer
Anna-Lisa Reinfurth/Robin Niehoff/Philip Teltz - Cobblestone Filmproduktion, Production Assistants
Ben Ramson - Location Manager
Kai Klinke, Director
Kai Klinke, Director of Photography
Max Millies - BBDO Proximity Berlin, Script

Greenpeace
Posters

I developed the communication idea and visual solution for this Greenpeace campaign, which aimed to inform people that GMO products contain genes from insects and other living organisms. The campaign went on to win a Silver award at the Epica Awards.

Credits:
Agency: BBDO Moscow
Brand: Greenpeace
Art-director: Giorgi Popiashvili
Layout: Fabiano Marques
Photo: Goran Tacevski
Copywriter: Ilya Petrov, Tanya Moseeva
Client service: Anya Bogdanova
Creative Director: Andrey Illiasov

Claptocracy - short film

At the start of production, I told the crew there was no project more important than this one—and I truly meant it. The idea had been with me for three years before I could finally bring it to life. My friend, George Bokhua, once shared an episode from The Gulag Archipelago, where people were forced to clap for an exhausting 11 minutes until one factory director took the risk of stopping—only to be arrested and sent to a Siberian prison that same night.

As someone who had always dreamed of making a short film, I immediately envisioned an 11-minute real-time piece capturing the fear of an audience afraid to stop clapping.
Beyond the creative challenge, the film’s message is deeply personal.

Born and raised in Georgia, a nation long resisting Russian dominance, Claptocracy is not an abstract concept to me. I have witnessed wars, invasions, and the tightening grip of authoritarianism. The urgency of this struggle became even more real when our close friend and team member, Giorgi Okmelashvili, was arrested and sentenced to five years in prison for protesting the so-called “Russian Law,” a bill imposed under Kremlin influence in 2024.

We dedicate this film to Giorgi Okmelashvili.

Production: Enkeny Films
DOP: Omar Gelashvili GCA
1st AD: Tamar Shubitidze
Poster Photo: Ninutsa Jakeli

Trailer

Alan Watts

I discovered Alan Watts and Nils Frahm at the same time, and I was captivated by Watts' hypnotic voice and Frahm's meditative music. When I received the brief from TBC Bank, I was excited to find a perfect opportunity to incorporate these two powerful elements, complementing the symbolic visual storytelling.

Ad Agency: HOLMES&WATSON
Writer and Director: Giorgi Popiashvili
DOP: Giorgi Shvelidze
Art Director: Meri Giorgobiani
Set Designer: Dato Chkoidze
Costumes: Ika Bobokhidze
Sound Design: Paata Godziashvili
Producer: Dimitri Sharashidze
Music: "Says" by Nils Frahm
Voice: Alan Watts

Museum without frames

Holoseum is an alternative art museum where paintings are brought to life with new technologies such as interactive and animated projection mapping.

Client: Bank of Georgia & Solo
CMO: Levan Gomshiashvili
Head of Retail Communication: Teona Chanturia
Brand Manager: Solo Tsitsuashvili
Brand Manager: Sopo Davitashvili
Agency: JWT Metro
Art Director & Artist: Dante
Assistant Artist: Davit Samkharadze
Copywriter: Lasha Schrüte Milorava
Production Company: Metro Production
Project Director: Nika Bochorishvili
Director & Concept Creator: Giorgi Popiashvili
DoP: Goga Devdariani
1st AD: Ninia Sherpa
Production Designer: Polina Rudchik
Production Designer Assistant: Sandro Nadareishvili
Decorators: Jimsher Berdzenishvili, Giorgi Gorgiashvili, Erekle Gordeladze, Irakli Gordeladze, Gela Devidze, Shalva Chagunava, Sulkhan Gorgiashvilil, Giorgi Kavelashvili
Costume Stylist: Ika Bobokhidze
Costume Stylist Assistant: Elene Zvanbaia
Casting: Tina Khizanishvili
MUA: Qeto Chantadze
Executive Producer: Sandro Gabilaia
Head of Production: Maia Gurabanidze
Financial Director: Tamar Lashkhidze
Producer: Masho Tevdorashvili
Set Manager: Koka Chkhaidze
Technical Crew:
Focus Puller: Manu Elijarashvili, Nika Sachaleli
AC: Giorgi Svanadze
Gaffer: Vazha Aprasidze
Playback: Koba Rostiashvili
Post Production:
Post Production Producer: Buro
Music: Tom Rosenthal - Go Solo
Adviser on Music: Tako Kantaria
CG: Rhea Mamatsashvili
CC: Nodar Nozadze
Cast:
Fisherman by Niko Pirosmani - Davit Bekoshvili
The Scream by Edvard Munch - Nodo Petriashvili
Self-Portrait by Vincent Van Gogh - Levan Qutateladze
Amadeo Modigliani in Cafe “Rottonda” by Lado Gudiashvili - Ani Talakvadze
Amadeo Modigliani in Cafe “Rottonda” by Lado Gudiashvili - Alexander Glurjidze

Paintings featured in video:

Edvard Munch, The Scream
Van Gogh, Self-portrait (1889)
Niko Pirosmani, Fisherman
Lado Gudiashvili, Amedeo Modigliani in the cafe Rotonda.

Ikano + Nirvana

Ikano was the first wine brand I worked with, starting with visual branding, logo, and label design. Once the product hit the market, I served as art director for the brand's launch campaign.

The centerpiece of the campaign was a unique music adaptation—a cover of Nirvana’s Smells Like Teen Spirit in the style of Georgian polyphonic gospel singing

—symbolizing the brand’s effort to introduce a deeply traditional product to a new generation of Georgians.

The project won Silver at the London International Awards, Silver at the Art Directors' Club Europe, and Gold at Ad Black Sea.

Director: Giorgi Popiashvili
Agency: Leavingstone
Creative Director: Levan Lepsveridze
Account Director: Marika Karalashvili
Copywriters: Beka Adamashvili, Rezo Shelia
Production Company: Film Asylum
Producer: Vako Kirkitadze
Director of Photography: Guri Goliadze
Set Designers: Beka Sadagashvili, Temo Kartlelishvili, Levan Kvaratskhelia, Nino Injia
Makeup: Irma Datuashvili
Casting: Giorgi Giorganashvili
AC: Givi Tukhareli
2 AC: Guram Mosikashvili
Gaffer: Roma Gujabidze
G&E: Giorgi Chubinidze, Levan Zaridze
Scripty: Nancho Baindurashvili
HMU: Irma Datunashvili
Color Correction: SPECTRA Tbilisi - Thomas Burns
Music: Nirvana - Smells Like Teen Spirit
Sound Producers: Tornike Karchkhadze, George Sibashvili, Tornike Japiashvili
Singers: Dato Metreveli, Giorgi Ambardnishvili, Misho Eliava

Special Thanks to METRO STUDIO for the technical support and assistance.

Listen

Reel

I’ve worked many times as an art director or creative director on production sets, primarily for TV commercials. Over time, I gained the confidence to try directing myself, and now I have over two dozen commercials in my portfolio. I love the concise storytelling format of TV commercials.

This compilation includes videos I’ve directed. While I haven’t updated it in a while, it still reflects my interests and style in direction.