Description

Task
In 2023, ABR restaurant chain united all its businesses into one mobile app abr+. Delivery orders, paying bills in restaurants, collecting bonuses, booking tables, tipping, and more — the app became a true breakthrough for the restaurant industry in Central Asia. The challenge was to tell people about it.

Context
Traditionally, restaurant chains rarely produce large-scale commercials. Most communication focuses on food or atmosphere. But in this case, it was not enough.
We needed to show that ABR was stepping into a new era: where every interaction between guest and restaurant happens through a single app — creating the most convenient and seamless customer experience.

Idea
We built the creative idea on the insight of a “seamless customer experience.”
Instead of presenting the app’s features one by one, the idea was to visualize the frictionless flow of everyday life, reflecting how abr+ integrates naturally into different guest scenarios.
The campaign aimed not only to explain functionality but also to signal ABR’s transformation into a brand that sets new digital standards in the region.

Execution
To make the video more interesting for the viewer, we created a «visual attraction»:
- A continuous “flying” camera movement with seamless transitions, symbolizing the app’s smooth navigation.
- Integration of 3D animation and dynamic editing, ensuring clarity while maintaining engagement.
- A dark visual key, unusual for regional restaurant advertising, highlighting ABR’s progressive positioning. A client agreed to use this style, rarely applied in Central Asia, making the video stand out in the restaurant category.
- To achieve this, we built custom locations (except restaurant interiors).

Result 
This video shows ABR not only as a restaurant chain but as a digital innovator in Central Asia. 
- Customer engagement: the app’s multifunctionality was clearly demonstrated, making everyday use intuitive and desirable. 
- Industry impact: the campaign attracted attention from corporate clients and partners, some of whom expressed interest in joining the ecosystem or replicating the model within their own businesses.  
- The film itself became a digital flagship: it was featured on the opening screen of the abr+ mobile app, gathering over one million views. To this day, it remains the pinned welcome video on the Instagram accounts of both the company and its owner, continuously reinforcing ABR’s role as a pioneer in shaping the future of restaurant experience.

Credits

Production: СREATIVITY

Co-founder/ Executive Producer - Akzhan Oxykbayeva
Co-founder/ Executive Producer - Adil Kaliyev
Producer - Aslan Nurkassymov
Line Producer - Andrey Bits
Project Manager - Nazgul Akkalashova
Idea: Insight Agency x Creativity
Director - Arman Abdrassul
DOP - Karim Akhmetov
1AD - Vitaliy Shewchenko
Steadycam - Danya Gutan
Art Depaertment - Tenter Art
Stylist -  Sofya Stepanova
UPM - Yermukhan Zaidulliyev
Edit - Ali Amangeldin
VFX/CGi - Maxim Chernykh, Yuliana Chernykh, Altynbek Batyrbekov
Color Grading - Aidos Jumurov
Sound Design - Daryn Ady
Music - Valya Semerikov