“Ismim Sharif” is a socially surreal music video created with the help of AI. It is a visual manifest about staying real in a world where everything can be faked.
Problem
In today’s world, saturated with filters, AI-generated content, and performative success, authenticity has become a rarity. In the pursuit of success, people start to look the same. Everyone dreams of the same black car, follows the same trends. For young artists in Uzbekistan, staying true to themselves while building a career is becoming increasingly difficult. The music industry — much like social media — rewards conformity: the same formulas, visuals, and ideals. How do we remind people not to lose themselves in this endless race?
Solution
Staying real in a world where everything can be faked — that is the idea behind our collaboration with Konsta, one of the most streamed artists in Uzbekistan. Together, we created a music video that became a manifesto of authenticity in an era of artificial everything. In his new track Ismim Sharif, the artist speaks about resisting the pressure to conform: rejecting brands, trends, and fake success — and choosing to stay true to yourself. In the video, a system tries to absorb the hero into an artificial world and transforms him into a digital character. He embarks on an absurd journey through a hyper-successful reality generated by AI. Yet through it all, he remains himself — a symbol that sincerity can survive even inside a soulless machine. The visual world of the video is filled with pop-cultural references — both international and local. There’s an ironic nod to the Gentra as a symbol of the “shared dream,” and a parody of a now-iconic stand-up concert by Mirshakar, where this very car was smashed by an excavator — alongside references to Uzbek talk shows, music videos, video games, and global series. The video continues the brand communication of SAVR, launched with the phrase “Savr oldingmi?” — a question that pops up before watching something truly worth your time. It fully reflects the philosophy of SAVR: supporting real, independent creators producing unique content in Uzbek — local and honest. Despite its epic visual scale, this music video is a prime example of a low-budget approach and smart cost optimization. Approximately 80% of the scenes were generated using AI, with total spending on tools and subscriptions of around $2,000. The live-action intro was shot with virtually no budget — on a green screen, right in the director’s backyard.
Result
The music video was released just 2 days ago, yet it’s already sparking conversations — especially among young Uzbek-speaking audiences. It has become a catalyst for discussions about creativity, identity, and the role of AI in art. In the first 2 days: • 200,000+ views on Instagram • 100,000+ views on YouTube • $0 media budget • Thousands of comments with strong emotional engagement
