A101. LIVELY APARTMENTS, LOVELY NEIGHBOURS
Title | A101. LIVELY APARTMENTS, LOVELY NEIGHBOURS |
Brand | A101 |
Product/Service | A101 HOUSING COMPLEX |
Category |
A01. Direction |
Entrant
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TUTKOVBUDKOV Volgograd, RUSSIA
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Idea Creation
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TUTKOVBUDKOV Volgograd, RUSSIA
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Production
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KINOPRAVDA Barcelona, SPAIN
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Production 2
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STEREOTACTIC Moscow, RUSSIA
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Credits
Dmitry Tutkov |
TUTKOVBUDKOV |
Creative Director |
Dmitry Kostuchenko |
TUTKOVBUDKOV |
Art Director |
Oleg Barinboim |
TUTKOVBUDKOV |
Creative Director |
Marina Baldenkova |
TUTKOVBUDKOV |
Copywriter |
Kinopravda |
Kinopravda |
Director |
Tell the jury anything relevant about the direction.
The main challenge of the direction was to make 7 separate storylines able to work together (as a short commercial film for Cinemas), as well as on their own (as 7 individual TVCs).
The film four most defining vectors are — visual style, cinematography, art direction, and casting. No matter what the core of each scene is — windows big or small, storeroom, bathroom etc. — each segment of the film is marked by a strong identity and recognisable style that feels relatable to the other scenarios.
This is accomplished via the choice of colour palette & particular details in the set design that deliver a whimsically heightened reality that the viewer would love to be a part of.
The aim of the direction was to create an intricately detailed and logical world and then fill it with characters who can, and do, speak to universal human emotions inside those places.
This approach enabled us to easily make all of our scenarios - no matter what part of the house that we're in - relatable and interconnected with one another.
Additionally, all of the scenes are linked by a bright & colourful cinematography, an inspirational art direction & wardrobe concept, all in line with a limited colour palettes. It's not about featuring a myriad of colours in each scene but rather playing with colours as volumes by working out a balance of them in the props, walls but also within the styling and all the elements which appear in the frame.
In regards to the film’s acting and casting, the idea was to create a light & sweet satire that can entertain & bring a smile on our audience's faces.
It's not about laughing at the actions of our hero protagonists but rather laughing with them, revering them for their little eccentricities. After all - even though their actions might seem a little outré - we can also see ourselves in the films heroes. The purpose of the vignettes lies in celebrating the unusual which make every day life a much more interesting experience.
Write a short summary of what happens in the film
A101 apartments are not only lovely but lively — the ones where you can start living in right after settling, since A101 includes furnishing and decor with the purchase. This is why we are showcasing the exuberant life stories instead of the apartments itself.
In order to bring this idea to life, we made seven separate TVCs highlighting A101 unique features, and then produced a centrepiece story for Cinemas where we gathered all characters and families.
This is a story that connects them all inside the A101 Universe, and the other families are zoomed in on the separate events (and separate apartments) in these people’s lives. A detail like this serves to create depth in the narrative and makes for a surprising Easter egg for a keen viewer.