COMMERCIAL WORK (COMMERCIALS AND BRANDED CONTENT - SHORT)

With music. Or not. - 1. Yandex Magic Camp and 2. Stereotactic - Ultima JPG
With music. Or not. - 1. Yandex Magic Camp and 2. Stereotactic - Ultima VIMEO 1m:02s

With music. Or not. - Ultima
1. Yandex Magic Camp and 2. Stereotactic

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With music. Or not. - Ultima - 1. Yandex Magic Camp and 2. Stereotactic

Shortlist

Title of Piece: With music. Or not.
Brand: Ultima
Production Company: 1. Yandex Magic Camp and 2. Stereotactic
Director(s): Gigi and Roy Ben Artzi
Producer(s): Daria Kosacheva
Agency: Yandex Magic Camp
Client: Yandex Go
Creative Director: Olga Vertinskaya
Copywriter: Tatiana Kolotilova
Props Stylist: Alexandra Cronan
Short Synopsis: Ultima is a brand that unites the premium classes of the ride-hailing app Yandex Go. Luxurious and ironic campaign for the young premium taxi brand Ultima presents features that help to customize the ride. The video «With music. Or not» is toying with the clichés of premium advertising, subtly parodying bombastic voice-overs, special music deliberately exalting the mood and a cinematic style that switches gears as soon as philosophical abstractions coalesce into simple client needs and their equally simple solution.

The ad shows the use of the following feature: customers can choose to ride with music or not.

The girl is going to the party by taxi and the driver politely asks her if she wants to listen to the music. The customer gets what she wants: a music band literally appears from nowhere and then stops playing.
Extra Credit 1: Marketing manager: Irina Egelskaya
Extra Credit 2: Senior art director: Lilia Popovskaya
Extra Credit 3: DoP: William Desene
Extra Credit 4: Head of Magic Camp: Mitya Meshcheryakov