Description

Challenge
Uzbekistan is often associated with Samarkand, Bukhara, and Khiva — world-famous cities of grand architecture and mausoleums. Meanwhile, the Fergana Valley remained overlooked, even though its real wealth lies in its people, their crafts, hospitality, cuisine, and living culture. The challenge was to shift tourists’ attention to this unique region.

Approach
Buta Media partnered with the client to produce a series of short films that placed people at the heart of the story — artisans, chefs, guides, and families. Through their voices, we revealed the culture, nature, architecture, and traditions of the Fergana Valley. The project also fostered a stronger regional tourism network, connecting tour operators, hotels, artisans, and agritourism businesses.

Impact
The films became a highlight at international tourism fairs and in digital campaigns, presenting the Fergana Valley from a fresh perspective. They helped build authentic interest among travelers, who noted the warmth, sincerity, and human touch of the stories — proof that when storytelling is done with love, it resonates.

YouTube Publication Date 10.06.2025

Credits

Director & Producer — Nigora Umarova
Over 20 years in media production, with a strong focus on corporate and social projects.

Director of Photography — Pavel Stepanov
More than 25 years of professional experience. Worked in news journalism, feature films, and documentary cinema.

Editor & Designer — Otabek Abdurakhmanov
Over 15 years in the field. Key areas of expertise: video editing, graphic design, 3D animation, and visual effects.

Sound Engineer & Composer — Archi
Works with Russian and English voiceovers, creates original music tracks. Musician and sound designer.

Project Assistant — Feruza Abdullaeva
Responsible for editing, communication with protagonists, and organizational logistics.