CRAFT: CINEMATOGRAPHY (2021)
COMMERCIAL WORK (CRAFT: CINEMATOGRAPHY)
With music. Or not. - Ultima
1. Yandex Magic Camp and 2. Stereotactic
|Title of Piece:||With music. Or not.|
|Production Company:||1. Yandex Magic Camp and 2. Stereotactic|
|Director(s):||Gigi and Roy Ben Artzi|
|Agency:||Yandex Magic Camp|
|Creative Director:||Olga Vertinskaya|
|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|