About: 

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Arseni Novoselov, also known as Arseni Novo, is a director and 3D artist working at the intersection of live-action filmmaking and cutting-edge CGI.

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By early 2023, he signed with Blank Square Productions and joined Edgar Esteves’s roster as a director, becoming part of the creative team behind A$AP Rocky’s high-profile PUMA × Formula 1 campaign — one of the first artist-led pieces to be featured on the iconic Las Vegas Sphere.

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In early 2024, Arseni joined YZY’s creative team on multiple Ye projects (most notably the “Fried” music video), then served as Creative Director and 3D Artist on Asake & Travis Scott’s historic collaboration “Active,” which hit No. 1 on Billboard. He also helped design the alternative album cover and contributed other visuals for Central Cee’s debut album, Can’t Rush Greatness.​

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In 2025 he made his UK directing debut with Pozer’s “Shanghigh Noon,” which went on to win Music Video of the Year at the London Music Video Awards.

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In early 2026, he co-directed Wizkid and Asake’s “Turbulence,” the lead visual from REAL, Vol. 1. He also directed the full 15-piece VR visualizer rollout for A$AP Rocky’s DON’T BE DUMB alongside AWGE, with post-production by Novo Luma, as the album debuted at No. 1 on the Billboard 200.

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Now blending live‑action direction with cutting‑edge CGI, Arseni continues to push the boundaries of film and animation.

Clients:

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A$AP Rocky, Travis Scott, Asake, Ye (Kanye West), Central Cee, Pharrell, Adidas, Shakira, Formula 1, Puma, Ty Dolla $ign, Wizkid, Ice Spice, Bryson Tiller, Nicki Minaj, The Weeknd