Description

Challenge:
Toyla (from Kazakh тойла – “celebrate”) is a summer music festival that brings global stars to Almaty. We needed to announce the headliners in a way that was exciting, culturally resonant, and rooted in local traditions – not just another standard lineup reveal.

Idea:
“Shashu” is a Kazakh tradition of throwing candies before celebrations. Catching one is believed to bring joy and good fortune, and the act itself sets the tone for the festivities to come. We decided that Toyla’s headliners deserved their own “shashu” – and turned this beloved tradition into the headliner reveal.

Execution:
We created custom candies with the names of Toyla’s headliners printed on the wrappers. In the film, the candies fly through the air, each revealing a star from the lineup. This way, the headliner announcement became a culturally resonant moment, blending tradition with the excitement of a global music festival.

Credits

Seed:
General Manager: Dmytro Volkov
Account Manager: Laura Turakeldiyeva
Creative Director: Nail Muratov
Group Head: Dariya Orazbayeva
Art Director: Adel Makhat
Designer: Baurzhan Darmenov
Copywriter: Adelya Yermakova

Süyek production
Director: Renat Poposhev
Producer: Nazerke Toleutay
Camera Operator: Dauren Amirgazinov, Vlad Gribanov
Gaffer: Nail Suleimanov, Ilyar Kassymov
Wardrobe Stylist: Adel Makhat
3D Animator: Daniyas Dabyrbek Color Grader: Daniyar Mussin
Cleanup: Vyacheslav Ligay
Music & Sound Design: Renat Poposhev
Casting: Adel Makhat