For the past decade the issue of audiovisual translation (AVT) has been taking attention of both Russian and foreign language professionals, although most of Russian researchers concentrated on a textual aspect of audiovisual productions. However, the research paradigm shift in modern Russian Translation Studies requires developing of new research tools and methods, together with original translation strategies, which can be successfully applied during translation process, particularly in case of AVT. The aim of the present research is to study one of the most contradictive translation strategies – a strategy of transcreation, which has always been considered as the tool, used only by copyrighters dealing with domains of marketing and advertising. The author argues that the strategy of transcreation can be effectively used in the context of constrained translation, particularly in case of subtitling, defines the challenges of constrained translation and outlines the solutions that can be made using the strategy of transcreation.