Awards International — 2025 /
FILM CRAFT /
Music/Sound design
Agency
BI Group
Client
BI Group
Description
Challenge The real estate market in Kazakhstan faced a crisis of trust. 8 out of 10 commercials were built on staged decorations, «happy families,» and promises far removed from reality. The result — more than 50 000 families suffered from unfinished housing projects, and over 50% of buyers experienced delays in apartment handovers. BI Group faced a difficult task: to break the barrier of distrust and bring back people’s faith in honest advertising. To break through distrust, we needed not just visuals, but a sound that would feel authentic and speak the language of the streets.
Idea We turned music into the core narrative. Instead of background sound, we built the entire campaign around original rap tracks, created specifically for the project. The rhythm, rhymes, and tone of voice became the «truthful language» that our audience trusted more than polished commercials.
Craft Execution
Original composition: Each episode featured a custom-written rap track, blending honesty with irony, to mirror real conversations about real estate.
Authenticity of voice: Not professional actors, but an employee of the company performed the rap, giving the sound a raw, unfiltered edge.
Sound design & mixing: Everyday urban noises, reverb, and precise mixing created an immersive, street-level atmosphere, reinforcing the sense of honesty.
Integration with visuals: The rhythm dictated editing, while pauses and beats emphasized key facts — real deadlines, real numbers, real buildings.
Release timeline:
Episode 1 — July 2024 (Instagram, YouTube)
Episode 2 — October 2024 (Instagram, YouTube)
Result The music itself became the campaign’s identity, turning a simple ad into Kazakhstan’s first branded rap-series about real estate. It proved that sound can not only support a message but also be the message — the main driver of attention, memorability, and trust.
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