⬤ personal · proskurin.online chapter 00 / mission — / — / —
Mikhail
Proskurin —
digital,
products AND SYSTEMS
16+ years in digital. I went from assistant roles in OMD / Havas to Head of Digital, then to brand-side roles at Infiniti and Kalashnikov Concern. Today I am the founder of 1994lab and co-founder of Onedam.
Clients and projects include Mitsubishi, Nokian, Chery, VK, Yandex, BAT, CSKA, T-Bank, Fix Price and others.
Systemic. No extra noise.
Experience 16+years in digital
Awards 30+awards and shortlists
Tracks agency · brand · founderone career, several roles
Personal 4daughters
id · mp-1994 role · strategy / digital / product
NOW / current statemodule_01 · live
What I’m building now
Product ⬤ 01Onedammini-app / webapp platform for Telegram and MAX
Agency · 021994labstrategy, digital, special projects, launch and production
Music · 03Laiso Buckvinyl / selector / not for the dancefloor
SUBJECT / cardmodule_02
Mikhail Proskurin
- born15·04·1987
- cityMoscow
- roleDigital Director · Founder
- eduMPEI · systems engineer
IHSBM · Strategic Management - teachHSE · MGIMO
- focusstrategy · digital · product · special projects
LOG / career.chronologymodule_03 · 2009 — ∞
Career log · 2009 → 2026
2009EDUMPEIsystems engineer · technical foundation
2009AD AGENCYOptimum Media OMD / Havas Arenafrom assistant to Head of Digital & Media
2014CASE · HAVASLG “golden trains”first commercial branding of Moscow metro trains
2014BRANDInfiniti / Nissan Manufacturing RusATL · digital · creative · RU / UA / KZ · media efficiency ×3
2014EDU+IHSBMStrategic Management
2015CASE · INFINITIAR in automotiveone of the early AR launch projects for Infiniti
2017BRANDKalashnikov Concernhead of digital · online sales +30–40% · mobile ×3
2017AWARD · KKRunet Rating2 gold + 2 silver
2019FOUNDER1994labstrategy, digital, special projects · 100+ projects
2021INTERNATIONALUK / EU / USA / UAE / BalkansNoda Pay, SWM, new markets and international projects
2023AI · AWARDVK × Russian MuseumSostav / Tagline · AI case for the museum’s 125th anniversary
2024PRODUCTOnedamco-founder · mini-app / webapp platform
2024MUSICKarachadrum’n’bass duo · releases, live, radio
2024DJLaiso BuckDJ & vinyl selector · not for the dancefloor
2024PRO BONOSPCO · Herceg Novidigital for the Serbian Orthodox Church project in Montenegro
2026MODERN FATHER4th daughterfour daughters in total
∞NEXTThe next systemnot invented yet · or already taking shape
SYSTEMS / parallel linesmodule_04 · four systems
Four systems
01 · business #sys-01
1994lab
Agency. Strategy, digital, special projects, performance and development. 100+ projects for brands that need more than presence — they need a system that delivers results.
1994lab.ru 02 · product #sys-02Onedam
A platform for mini-apps and webapps in Telegram and MAX. Built for brands, media and services that need a working product inside messenger environments.
onedam.ru 03 · music #sys-03Laiso Buck
Solo DJ / selector project. Deep dnb, UK garage, leftfield. Not for the Dancefloor is not about peak time — it is about attention, texture and flow.
https://proskurin.online/laiso-buck 04 · pro bono #sys-04Quiet line
Pro bono digital for church, cultural and social initiatives. Work where technology should not be loud — it should simply be useful.
spco-hercegnovi.comAUDIO / not for the dancefloormodule_05 · 6 mixes · vinyl-only
Not for the Dancefloor
Laiso Buck is a solo DJ / selector project. Vinyl, CDJ, deep dnb, UK garage and leftfield. Not for the Dancefloor is a series focused not on peak-time impact, but on attention, texture and gradual movement.
More listening mode than peak time.
#06uk bass · leftfield · vinyl only36:49↗ #05afro & uk bass selection57:54↗ #04liquid & deep dnb40:27↗ #03atmospheric dnb · vinyl only44:00↗ #02deep liquid · vinyl only45:20↗ #01deep liquid · vinyl selection41:27↗
promodj/laisobuck ↗ · mixcloud ↗ · booking @michael1994lab
NOW PLAYING#06 · NFtD
uk bass · leftfield · vinyl only
vinyl / cdj · deep rotation · listening mode
PRESS / public tracemodule_06 · articles, broadcasts, cases
Press & cases
● ON AIR · TV interview
Interview on Montenegrin TV — digital, technology and a church project
tv · interview · watch ↗ vc.ru · life · author columnHow a digital project for the Orthodox Church in Montenegro became a full working system
essay · pro bono · read ↗ vc.ru · marketing · author column7 blocks of a high-converting landing page for services and single-product offers
framework · marketing · read ↗ AdIndex · MirtesenInfiniti × National Geographic — special project
case · print · read ↗ SostavChery × 1994lab — reducing the cost of an online booking lead
case · performance · read ↗ SostavMitsubishi × 1994lab — “Milestones of History”
case · branding · read ↗ AdIndex · 2021Afimall City × 1994lab — case
retail · case · read ↗ AdIndex · 2014 · profileMikhail Proskurin — Advertising Coordinator at Infiniti
personal · editorial · read ↗Not effect for the sake of effect,
but a system that works.
01 · design
System over decoration
If the structure does not work, everything else is secondary.
02 · method
Method over mythology
A clear process, logic and working decisions are stronger than any “unique methodology”.
03 · speed
Launch over perfectionism
Something good shipped to market is usually stronger than something perfect left in your head.
04 · trust
Clarity over magic
I prefer clear reasoning, numbers and visible logic to decorative fog around the process.
Build a system?
mproskurin@1994lab.ru●Languages
RUnative
ENC2
SRB1
●Markets / experience
Russia UK EU USA UAE Balkans
●Availability
Moscow · remote · hybrid
open to travel and international projects