Alexander Anatolyevich Us

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Alexander Anatolyevich Us
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BornMay 9, 1980
Moscow, USSR
  • Businessman
  • Director
  • Producer
  • Designer
OrganizationThe Sila Sveta

Alexander Anatolyevich Us (Usyskin) (born May 9, 1980, Moscow, USSR) is a businessman, director, producer and artist. Founder and creative director of design and multimedia Sila Sveta[1]. Winner of the Russian Creative Awards.


Alexander Us was born on May 9, 1980 in Moscow. As a child, he first wanted to be a car designer and then a director. He studied the speciality “Human Resource Management” at the National Institute of Business[2].

In 2003-2004, he filmed programs about cars for “Corbina TV”.

In 2005, Alexander Us, together with a friend-entrepreneur, began work on light projections of announcements on buildings, but two years later they realized that they wanted to make a light show[1]. To work in this field of activity, Alexander Us was inspired by the French author and director of grandiose music and light shows Jean-Michel Jarre[3][4].

In December 2021, Alexander Us won the “Creative Industries Producer of the Year” award at the Russian Creative Awards[5].

Sila Sveta

In 2007, together with Alexey Rozov, he founded the Sila Sveta[1][6]. The first investment in the form of 14 Chinese projectors cost the team 3 million rubles[1]. One of the first projects of Us and Rozov was the online store of Mary Jane t-shirts[4]. The first large-scale work was a show at the Russian Museum, then there was a restart of the Ostankino Tower (his team illuminated all 540 m), the Economic Forum in St. Petersburg, the project "Roofs of the World"[1]. Implemented numerous projection shows (from a futuristic homage to Malevich on the walls of the Tretyakov Gallery to the mapping of Swan Lake on the facade of the Bolshoi Theatre), Polina Gagarina light show at Eurovision Song Contest[6] and Halsey (singer) at the Coachella festival, also created a permanent installation at the Central Museum WWII.

Over the years, as a director of concert performances, Alexander Us collaborated with Billie Eilish[7], Drake (musician)[6][8], Olivia Rodrigo, Cardi B, Offset (rapper), Ivan Dorn, etc. He was engaged in lighting design for the Arma and Signal festivals[9]. In 2017, he participated in the creation of the central installation for the ball of the Met Gala Costume Institute[10][11]. The work was presented in the form of Instagram photo booth: in this space, Canadian photographer and director Gordon von Steiner made a series of video portraits of guests specially for Vogue (magazine)[12][13]. The idea of an alternative photo booth belonged to Anna Wintour[14].


Year Award Category Result
2021 Russian Creative Awards Creative Industries Producer of the Year


  1. 1.0 1.1 1.2 1.3 1.4 "Шоу видеопроекции, или «Сила света»". (in русский). 2016-06-28. Retrieved 2022-06-02.
  2. "Почему вы должны меня знать: основатель Sila Sveta Александр Ус - Москвич Mag - 15.10.2021" (in русский). 2021-10-15. Retrieved 2022-06-02.
  3. "Световые, видео- и аудиоинсталляции мирового масштаба | TechInsider". Retrieved 2022-06-02.
  4. 4.0 4.1 "Как «Сила света» сделала бизнес на проекционных шоу и попала на «Евровидение»". (in русский). Retrieved 2022-06-02.
  5. "Церемония награждения победителей Russian Creative Awards прошла в Москве". (in русский). Retrieved 2022-06-02.
  6. 6.0 6.1 6.2 Nast, Condé (2018-10-19). "Как компания из России ворвалась в твиттер Адель и Канье Уэста". GQ Россия (in русский). Retrieved 2022-06-02.
  7. "Sila Sveta создали виртуальные декорации для концерта Билли Айлиш". Правила жизни (in русский). Retrieved 2022-06-02.
  8. "Российская дизайн-студия Sila Sveta оформила тур Дрейку. Вот как это было". Афиша. Retrieved 2022-06-02.
  9. "Студия Sila Sveta создала «эмоциональную антенну» для фестиваля Signal". BURO. (in русский). Retrieved 2022-06-02.
  10. "Светить всегда, светить везде: в чем сила дизайн-студии Sila Sveta". РБК Стиль. Retrieved 2022-06-02.
  11. Morton, Elise. "Russian multimedia artists Sila Sveta wow at the Met Gala". The Calvert Journal. Retrieved 2022-06-02.
  12. "Российская студия Sila Sveta создала инсталляцию для Met Gala". Wonderzine. 2017-05-02. Retrieved 2022-06-02.
  13. Nast, Condé (2017-05-02). "These Celeb Met Gala Photo Booth Photos Have Us Doing a Double Take". Teen Vogue. Retrieved 2022-06-02.
  14. "Мадонна, Лена Данэм, много Кардашьян и другие гости Met Gala в будке Sila Sveta". Афиша. Retrieved 2022-06-02.

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