VILED - Nauryz
Клиент
Viled
Рабочая группа
Director - Yernur Bashpay
General Producer - Magzhanov Adi
Executive producer - Adil Mukayev
DP - Bagdat Arginov
Edit - Azamat Sagyn
Music - Robert Ziganshin
Sound Design - Daryn Ady
Задача
Challenge: A client approached us wanting an ad video for luxury clothing, but they needed it to fit within the context of the national holiday Nauryz. The challenge was how to seamlessly marry these two distinct cultural worlds—luxury fashion and traditional Kazakh heritage.
Solution: We showcased the contrast between luxury clothing and Kazakhstan’s rural nomadic landscapes, symbolizing the origins of our nation. We leveraged this contrast as our strength in the video, featuring the youth who blend ancient traditions with contemporary style. This concept aligns with the celebration of Nauryz, symbolizing renewal and the connection to our ancestors.
In the video, we incorporated elements of "Zheti Kazyna," traditional dishes, and scenes of cultural games like "asyk" and "kyz kuu." In terms of music written by Robert Ziganshin, we selected the Kazakh lullaby "Bir Bala" as a main theme, to evoke a sense of nostalgia and renewal associated with Nauryz. The lullaby, performed by Akmaral Mergen with a natural, unpolished quality, symbolizes the maternal bond and the timeless essence of childhood memories. By using fragments of this lullaby, gradually becoming clearer, we aimed to create the impression of a mother’s song carried by spring breezes, capturing the renewal of life and the approach of the spring season in harmony with the celebration of Nauryz.
Result: The video received positive feedback and gained international attention after being selected and uploaded to Frame Set, a platform renowned among the global creative community. This exposure sparked interest among viewers and creators worldwide, reaching over 70,000 views. As a result, people around the world learned about Kazakhstan and its culture.
