Iri
Founder
Iryna Prakapets (Iri) is a creator forged by resilience, curiosity, and unapologetic boldness. She isn’t just the founder of mitj—she is the very embodiment of its spirit.
Restless by nature, Iri doesn’t wait for opportunities. She builds them. Her life has been a series of transformations, shaped by art, technology, and survival. Born in Belarus, forced to flee under political oppression, she carried her creativity across borders—fromKyiv to San Francisco, from Minsk to Lisbon. Every place left a mark, layering new colors into the way she tells stories.
Iri doesn’t follow straight paths. She dives headfirst into the unknown.
Her career began in the world of VFX supervision and post-production, collaborating on global film and commercial projects. From working on international productions like The Zero Theorem by Terry Gilliam to leading post-production for major brands, Iri carved out a name for herself in an industry dominated by technical precision and high-stakes creativity. She didn’t just manage workflows—she elevated them.
From VFX production on international films to leading teams in blockchain marketing, her work spans industries because she refuses to be confined by one. She can manage high-pressure film sets just as effortlessly as she can craft words that sell. This fluidity is not strategy—it’s instinct.
But her story is not polished, and she wouldn’t want it to be.
Her drive comes from a place of survival. The harsh reality of growing up in an oppressive regime carved out a toughness in her—a refusal to be silenced or boxed in. Yet, beneath that toughness is an intense empathy, an ability to see the humanity in brands and stories alike. She builds projects with soul because she understands what it means to fight for your voice.
mitj was never about building a typical agency. It was about creating a space where strategy and artistry collide. Where bold ideas aren’t smoothed over—they’re sharpened. mitj is a reflection of Iri herself: raw, dynamic, and fiercely independent.
Her projects mirror her personality—never safe, always deliberate. Whether it’s launching disruptive video content for Web3 startups or building high-concept film productions, Iri brings the same unfiltered energy to everything she touches.
Her approach is direct but deeply thoughtful. She doesn’t care for trends; she cares about what moves people. And that’s what makes her different.
What moves her?
It’s not success for the sake of success.
For Iri, it’s about freedom—creative, financial, personal. It’s about building a life and a career on her own terms. It’s about making things that last, that speak louder than the noise.
She thrives in spaces where most people hesitate—because she knows that’s where the most interesting stories live.
mitj is that space.
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