Conceptualize and produce a festive New Year commercial featuring top executive leadership for Chestny ZNAK, the national track-and-trace system, on a tight budget and seasonal timeline — with holiday studio shortages in Moscow, initial executive reluctance and high internal stakes for the client’s HR team.
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Chestny ZNAK · 2021 · Musical commercial
Honest Sign — Executive New Year film
A New Year musical film starring the company’s top executives — produced in their own office when every studio in Moscow was booked.
What I owned
- Concept
- Story
- Team
- Budget
- Production
- Post
Overview
What I did
- Location pivot. Solved the holiday studio shortage by turning part of the client’s HQ into a decorated set — no executive transit, a calm environment, and budget freed for props.
- Creative & music. Conceptualized the narrative and an original song adaptation; sourced and directed lyricists, arrangers and vocalists for a custom track.
- Executive engagement. Designed interactive scenes with custom props and safe indoor pyrotechnics, turning initial C-level skepticism into enthusiasm on set.
- Budget & risk. Allocated resources to set dressing, music licensing and props to deliver premium production value within budget.
- Post-production. Oversaw edit, audio mix and color grading for a high-energy final film.
Outcome
- Well received by executive leadership and HR stakeholders.
- Integrated a last-minute extra executive scene into a locked musical arrangement without disrupting the shooting schedule.
Stills
