Description

Problem
Uzum wants to be seen not just as a set of services (marketplace, delivery, installments, bank), but as an ecosystem that connects people across the country. However, typical ads often feel impersonal and disconnected from real life, making it hard to build trust and show the true value of the service through real people.

Task
Create a visual campaign that shows the people behind Uzum — real employees, partners, and users from different regions. The aim is to reflect the scale of the ecosystem and its true value through authentic stories and genuine portraits.

Solution
We organized a shoot across six regions of Uzbekistan (Tashkent, Samarkand, Bukhara, Khiva, Andijan, Nukus), covering 1,600 km by land and 960 km by air. In 12 days, we captured 37 heroes — employees, partners, and users of Uzum. Not professional models, but real people in their everyday lives. The result is a series of authentic images that show one clear message: Uzum is made by people, for people.


Release date: September 2024 – December 2024

Credits

Creative agency - Synthesis

Photographer – Andrey Arakelyan
Art Director – Viktoria Sharafutdinova
Retouching – Daria Arakelyan
Photographer’s Assistant – Vladimir Murudov
Producer – Kseniya Leontyeva
Project Manager (Tashkent) – Milena Yun
Project Manager (Regions) & Makeup Artist – Asya Osipyants
Line & Location Manager – Muzaffar Yusupov
Assistant Location Manager – Mukhammadyusuf Shavkatov

Set Designer – Mikhriddinov Farid
Stylist – Oksana Klimkina
Stylist’s Assistant – Kseniya Kuras

Service Manager – Maksim Kan
Administrator – Raffael Gabdurakhmanov

Director – Khojiakbar Lutfullakhojaev
Cinematographer – Rustam Akhmerov
Gaffer – Aleksandr Suyunov
Camera Assistant – Sardor Abdurakhmanov
Film Editor – Sardorkhuja Nazirkhonov
Clean Up & Motion – Aidos Kenzheev
Colorist – Muslim Nasullaev
Post-Production Coordinator – Karina Tadjieva
Backstage Videographer & Editor – Emil Bashirov