NEWSTIK✳← All work
AI visual concept based on Natallia’s photographs: a calm red look on the left and Fight Woman in black on the right

HYPETRAIN / BEFORE NEWSTIK

Finding
Fight Woman.

Six months of experiments.
One distinctive character.

1Mfollowers
on TikTok¹
Explore the story ↓
Natallia FedorovaLIFESTYLE CREATORFight WomanTHE TIKTOK PERSONA

From experimenting with different personas to finding a format with an international audience.

AI visual concept / Nano Banana

The face of the project: Natallia Fedorova · Instagram @natalliafedorova ↗

1M+TikTok followers¹
81Mviews on a single video¹
27M / 4 daysviews reported by the press²

01 / THE BRIEF

Build an in-house
influencer from scratch.

Hypetrain was building an influencer marketing platform. The company wanted to demonstrate its expertise in practice: beyond finding creators and analysing audiences, it set out to build an influencer of its own.

This project predates NEWStik. Invited by Hypetrain’s CEO, the future founder of the studio moved from television into the project as an independent B2B contractor. Involved from the outset, he handled editing, VFX, visual design and colour grading, while contributing to creative discussions and effects concepts.

Actress and creator Natallia Fedorova became the face of the project. A permanent three-person core team brought together creative development, performance, and video production and post-production. Camera operators joined the shoots as needed.

02 / FINDING THE FORMAT

The character emerged
through experimentation.

For around six months, the project team experimented with a friendly persona, popular trends and different approaches. For a long time, the results did not add up to a repeatable format.

The work drew on the team’s creative references, trending sounds, understanding of the audience and production experience. The team watched how viewers responded and kept looking for its format.

Different personasTrending soundsCosplayFight Woman ↗

03 / THE BREAKTHROUGH

Kitana Win.
The team found its character.

A video built around the “Kitana Win” trend became the turning point, with Natallia appearing as Kitana. The account broke through to an international audience, and the team found a direction worth developing.

Viewers responded to a bold, expressive character who picked fights, acted unpredictably and pushed the limits of the format. Within the team, this persona became known as Fight Woman.

Watch the original Kitana Win video on TikTok ↗ · Published 19 May 2022.

04 / DEVELOPING THE FORMAT

One character.
Different situations.

Cosplay, visual effects and short stories. Nine complete videos from the project: breakout moments, cosplay and everyday scenes, shown without a new edit.

01 / BREAKTHROUGHKitana Win
02 / VIRAL81M views¹
03 / EVERYDAY SCENEAt home
04 / COSPLAYVenom × Barbie
05 / LOCATIONIndustrial setting
06 / CHARACTERWednesday
07 / SHORT STORYEveryday chaos
08 / POST-PRODUCTIONVFX & editing
09 / FIGHT WOMANDo you speak English?

05 / THE FUTURE FOUNDER’S ROLE

Making the idea
work on screen.

The future founder of NEWStik was responsible for turning the footage into finished videos: shaping the edit, developing VFX, designing graphics and completing the colour grade.

That work began before post-production. The team discussed creative concepts, examined ideas and worked out how to achieve effects-driven scenes. Production relied on close collaboration within a small core team.

01

Collaborative creative development

Developing ideas and working out how to bring effects to life.

02

Editing & VFX

Pacing, visual effects and the finished edit.

03

Design & colour

Graphics and final colour grading.

06 / PRESS COVERAGE

The story travelled
beyond TikTok.

On 29 August 2022, news outlets covered one of the project’s Cyberpunk-inspired videos. At the time, they reported more than 27 million views in four days.

ZERKALO29.08.2022 ↗

A Belarusian model’s TikTok video goes viral, reaching 27 million views

Coverage of Natallia Fedorova and the Hypetrain project. Headline translated from Russian.

Read the article ↗
TELEGRAF29.08.2022 ↗

A Belarusian creator cosplays a Cyberpunk 2077 character

The outlet reported 27.8 million views and almost a million likes in four days. Headline translated from Russian.

Read the article ↗

WHAT THE PROJECT SHOWED

Find the character.
Then build the format.

Creative references, experimentation and collaboration helped the team find a character that resonated with viewers. Editing and effects became part of her visual language. NEWStik presents this case as part of its founder’s experience before the studio was established.

Discuss a video project ↗