Description

Problem: A client approached us wanting an ad video for luxury clothing, but they needed it to fit within the context of the national holiday Nauryz. The challenge was how to seamlessly marry these two distinct cultural worlds—luxury fashion and traditional Kazakh heritage.

Solution: We showcased the contrast between luxury clothing and Kazakhstan’s rural nomadic landscapes, symbolizing the origins of our nation. We leveraged this contrast as our strength in the video, featuring the youth who blend ancient traditions with contemporary style. This concept aligns with the celebration of Nauryz, symbolizing renewal and the connection to our ancestors.

In the video, we visually incorporated elements of "Zheti Kazyna," traditional dishes, and dynamic scenes of cultural games like "asyk" and "kyz kuu," using these elements to enhance the narrative. Cinematography relied mostly on natural light, enhancing the mood of Nauryz, a celebration deeply connected to nature. Smooth zoom-ins and zoom-outs were employed to gracefully capture the lives of nomads and the varying scales of their lifestyles.

Result: The video received positive feedback and gained international attention after being selected and uploaded to Frame Set, a platform renowned among the global creative community. This exposure sparked interest among viewers and creators worldwide, reaching over 70,000 views. As a result, people around the world learned about Kazakhstan and its culture.

Credits

Director - Yernur Bashpay
General Producer - Magzhanov Adi
Executive producer - Adil Mukayev
DP - Bagdat Arginov
Edit - Azamat Sagyn
Music - Robert Ziganshin
Sound Design - Daryn Ady