Gulmarket
Concept/screen/Director/edit: Danil Toshmatov @danya.toshmatov
DP: Karim Akhmetov @karimakhmetov1
1AD: Sangar Galymzhanov @sanzhgally
1st AC: Dimash Rakhimov @ds_113
Set designer: Svetlana @Sveta_octarine
Assistant Set designer: @siberiangir.l_
Helpers: @fedyayev_igor, @vg320
Mua: @angelasushkova @mir_stylist.kz
Casting: @art_myway_ , ermimodels_
Rental: @kozhevnikov.rent
Color grading: @dos.color
Backstage: @selt.one
CHALLENGES AND SOLUTIONS.
It was necessary to create an advertisement for indoor plants.
We wanted to present the story in an interesting and quite original way. Without a direct "head-on" sale. At the same time, we had an extremely limited budget for the commercial. You could say it was almost non-existent.
It was important to evoke emotions in people and suggest that they think about buying a houseplant, because it is something more than just an interior item. We wanted to show what emotions a flower can give, how often it is involved in people's lives, and we just don’t notice it. That a flower even instills important human qualities.
It was important to influence quite a wide audience and attract the attention of viewers of different ages and social statuses. Since the content of the flower is care, the video had to be light, cause a smile and warm feelings. And to make people interested, we decided to tell the story on behalf of the plant itself, putting it in different interesting life situations. It had to be a heartwarming story with a certain amount of irony.
The narrative was built into a mini story, a kind of short movie. The story is somewhere exaggerated and grotesque, for greater artistic expression. And we wanted to lay down some references to the great movies of our time. To show some life moments, causing positive emotions of recognizing the classics of modern cinema. We used references to the movies "Pretty Woman" (1990), "Titanic" (1997) and "Leon: The proffesional" (1994) (where the indoor plant takes a very important role in the plot, tells us about the main character and also has a great symbolism).
Thus, having aroused in the audience the emotions described above, at the end we offered them to buy some plants for their homes.
RESULT.
When "Gulmarket" sent the video into rotation on instagram for a "cold" audience, it gained an incredibly large number of likes and positive comments. Now the viewer is not always positive about advertising, however, our video proves that the right and sincere approach gives good results. It is very rare to find a lot of positive comments under an advertisement. However, we managed to achieve our goal. Many people wrote that they want to go to Gulmarket right now to buy a plant, or will do it soon.
There were many comments that the commercial was very heartfelt, kind and evoked warm feelings. People wrote that it was the kind of commercial that they wanted to watch to the end and want to revisit. As a confirmation you can read the comments under the advertising post of Gulmarket https://www.instagram.com/reel/ChW501FDYmy/?utm_source=ig_web_button_share_sheet.
Thank you for your time.