In today’s attention economy, visual storytelling has become the most powerful marketing tool. Production value is no longer the only factor; what matters most are emotion, authenticity, and precision. Ihor Shovkoplias, a Ukrainian-born video producer and content strategist based in New York, is part of the new generation of creators who merge creative direction with marketing strategy. With over seven years of international experience, he has worked with brands across Europe and the U.S., including Promodo in Ukraine, Amsterdam Hockey & Bandy Club in the Netherlands, and ADME in New York.
The Path to Creative Expertise
Shovkoplias’s interest in video and storytelling began early, long before his professional career. What started as a fascination with visuals and rhythm evolved into a structured approach to content creation — one that connects artistic emotion with measurable results. Over time, he mastered every stage of production, from scripting and directing to editing and animation, gaining a rare 360-degree perspective on the creative process.
After graduating with a focus on marketing and digital communication, Shovkoplias began his professional journey at Promodo, one of Eastern Europe’s leading digital marketing agencies. There, he learned how to balance creativity with business goals, designing video content that didn’t just attract attention but also converted audiences into loyal customers.
His next chapter unfolded in the Netherlands, where he joined Amsterdamsche Hockey & Bandy Club (AH&BC) — the oldest field hockey club in Europe. As a video producer, he reimagined the club’s digital presence, introducing a fresh social media style that increased engagement and boosted the Instagram audience by over 87%. The project demonstrated his ability to merge storytelling with analytics — creating visuals that connect emotionally and perform strategically.
Defining the Modern Video Producer
Unlike traditional video creators who focus primarily on aesthetics, Shovkoplias approaches production as a strategic system. “Every video should be more than just content,” he notes. “It should make people feel like they’re part of the story.”
This mindset became especially clear during his work on the YouTube show “Who’s the Master Here” — the first large-scale beauty industry project in Ukraine integrating entertainment and product placement. Serving simultaneously as scriptwriter, director, and editor, he built a format that attracted millions of views and reshaped how brand storytelling could look in the beauty sector.
That experience marked a turning point. It demonstrated that video can serve as an emotional medium and a marketing tool, with each creative element contributing to credibility and trust. To Shovkoplias, video isn’t just a commercial tool; it’s a living narrative.
Philosophy and Approach
At the core of Shovkoplias’s philosophy lies the belief that authenticity outperforms perfection. In an era oversaturated with polished visuals and repetitive trends, he advocates for realism — natural light, genuine emotion, and stories that reflect human experience. “People are tired of the staged and the idealized,” he says. “They want to see themselves in what they watch.”
This perspective informs his work with international clients and creative teams. Whether producing large-scale brand campaigns or intimate social media content, his goal is the same: to make viewers feel seen, understood, and inspired.
His process combines data analytics with creative intuition. By studying audience behavior and content performance, he refines every frame for clarity and emotional resonance. This balance between art and analysis defines his work and distinguishes him in a crowded market.
Achievements and Impact
Over the course of his career, Ihor Shovkoplias has filmed and edited more than 4,500 hours of video content, generating over 100 million views across social media platforms. His ability to merge strategic thinking with cinematic execution has made him a trusted creative partner for both established brands and emerging startups.
Beyond numbers, his greatest achievement lies in the trust of his collaborators: more than 60% of his clients return for new projects — a testament to the consistency and depth of his storytelling.
A Vision for the Future of Visual Communication
Looking ahead, Shovkoplias envisions a future where video becomes even more human-centered, despite the rise of automation and AI tools. He views technology not as a replacement for creativity, but rather as a tool that can amplify it, helping creators to tell stories more quickly, deeply, and personally.
His mission is simple but powerful: to make brands speak the universal language of emotion. Through every frame and transition, his work demonstrates that great videos don’t chase trends — they create meaning.
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