Title	A101. LIVELY APARTMENTS, LOVELY NEIGHBOURS
Brand	A101
Product/Service	A101 HOUSING COMPLEX
Category	A04. Production Design / Art Direction
Entrant	TUTKOVBUDKOV Volgograd, RUSSIA
Idea Creation	TUTKOVBUDKOV Volgograd, RUSSIA
Production	KINOPRAVDA Barcelona, SPAIN
Production 2	STEREOTACTIC Moscow, RUSSIA

Name	Company	Position
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 about the production design/art 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). 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. The chosen colour palettes are integral to our ‘world-building’. This is why each scene in the film has its own separate visual language in regards to our A101 brand universe. The aesthetic paradigm was to balance the vintage touch with something that feels incredibly innovative & contemporary. We opted to create a signature aesthetic universe that would able to make its mark in this type of commercial genre, fusing various decorative inspirations into a stylistic universe that even though it feels familiar also comes across as something new & fresh.

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.