In 2024, SAG underwent a major rebranding. The brand reached a new level and decided to launch a large-scale advertising campaign with a bright, unusual image video. And the first platform on which the brand decided to announce its rebranding was the TAF!24 festival.
Problem
The agency came to us with the task of shooting not just an image video, not just a manifesto, but a video that was a work of art. And despite the fact that we had a script with conceptually defined scenes, we were faced with the task of artistically and visually thinking them through, tying them together, and, most importantly, managing to bring them to life in a very short period of time — one month. For standard videos, one month is a very long time, but for videos that are 70% CG footage that still needs to be integrated into the filmed material, it is very little.
Solution
In addition to the local team, director, cinematographer, production designer, and CG studio, we brought in a team from Kazakhstan, whose professionalism was important to us, but even more important was their desire to make this project a success and their passion for it. The opening scene with the carpet loom was completely recreated using CG graphics, and the most important thing for us here was to achieve realism. For the scene with the chessboard, we built a full-size chessboard with human-sized pieces on a real field, into which we integrated CG graphics in post-production. For the characters in this scene, the costume designers designed and sewed unique costumes specifically for the video. For the scene with the artist in the pavilion, we built a room - a workshop - with a fully developed artistic interior. For the scene with the staircase, we built a staircase frame, which the actors, dressed as great ancestors, climbed. The scene was filmed on a green screen and then integrated with CG animation. For the scene with the carpet, a carpet was specially sewn according to our design, which complemented a series of 25 illustrations drawn by the artist. To record the original track, we brought in the 373loud team, who wrote it specifically for the video.
Result
The video was shown at the SAG rebranding presentation as part of the TAF!24 festival and announced the brand changes and their future ambitions.
