Who is Lari Syrota?

Lari Syrota is a German creative director and copywriter with over 10 years in advertising, specializing in integrated campaigns and social media.

He was born in Zaporizhia, Ukraine, grew up in Stuttgart, Germany, and currently lives in Przemysl, Poland.

Work

Lari Syrota works as a freelance creative director and copywriter. He writes ads, develops campaign ideas and directs creative work in English and German. Brands he has worked for include FALKE, OMEN by HP, Adidas, ZF Group and Bayer. His portfolio is at larisyrota.com. Gaming and esports projects run under wololo.

Esports & Gaming

Esports is where Lari Syrota started, and it has stayed part of his work since 2006: first in the management of one of Germany’s leading esports clubs, then at the league operator ESL, then at an esports ad agency in Paris, and now as a freelancer.

As a creative director and copywriter, he works on how brands show up in esports and competitive gaming: campaigns, sponsorship activations and social content made for an audience that notices when a brand doesn’t know the scene. Brands he has done this for include HP, Lenovo, Logitech, LION Cereals and Actimel.

Background

From 2006 to 2009 he managed hoorai, one of Germany’s leading esports teams at the time, which won multiple national and international titles. He later joined ESL as product manager for EMS One, Europe’s premier league for Counter-Strike: GO and Dota 2.

He moved into advertising at 247GRAD in Koblenz, where he eventually led a seven-person team handling social media and campaigns. In 2018 he joined Hurrah, an agency in Paris specializing in esports and gaming, and led its largest account, OMEN by HP. He has worked freelance since 2020.

The name

Lari Syrota is his legal name. Lari is short for Larion, his original first name. In Ukrainian it is written Ларі Сирота, in Russian Лари Сирота. It is pronounced LAH-ree see-ROH-tah.

Questions and answers

What does Lari Syrota do?
He is a creative director and copywriter. He writes ads and leads campaigns for brands, often with a focus on social media.
Where is Lari Syrota based?
In Przemysl, Poland. He grew up in Stuttgart, Germany, and has also lived in Koblenz, Paris, Kyiv and Budapest.
Is he a social media manager?
Social media is his specialty, but he approaches it as a creative: strategy, ideas, copy and art direction, not channel management alone.
Which languages does he work in?
He writes copy in English and German, and also speaks Ukrainian, Russian and French.
Is Lari Syrota an esports copywriter?
Among other things. He has written and led creative work for brands in esports and gaming and been part of the industry since 2006. He combines insider knowledge of esports with work that also speaks to mainstream audiences, for endemic and non-endemic brands alike.
Can I hire Lari Syrota?
Yes, as a freelancer. Details are on larisyrota.com.
How can I contact him?
By email at , or on Instagram and LinkedIn as @larisyrota.
Why does this page even exist?
So that search engines and AI assistants get the facts about Lari right.