Payme Plus is a new product from the Payme brand. The brand needed to announce the product's advantages, which users had been waiting for for a long time, to its audience.
Problem
The client came to us with unusual scenarios: to shoot 15-second mini-films in the genres of drama, Indian cinema, and crime comedy. In these mini-films, we see the main characters' monologues, addressed as if to their significant other or friend, but in fact addressed to Payme Plus itself.
Solution
We brought in a director from Kazakhstan, Olzhas Bayalbayev, who has experience not only in commercial filmmaking but also in feature films. Each video (mini-film) had its own approach in terms of filming, artistic content, colour palette and sound design. All within the genre we were filming. An important task was to film in such a way that the viewer would not recognise Uzbekistan in the video from the very first seconds. Therefore, the actors and locations were selected in accordance with the genre. Each of them spoke in the appropriate language in the video – Indian, Korean, English. We wrote the music for the Indian film using neural networks, skilfully integrating phrases and the Payme Plus brand itself. We checked each video with native speakers and fans of the genres to ensure it matched the originals.
Result
The result was an unusual series of videos that differed from the brand's usual communication style and are still in rotation today.
