MAMMOTH OF PAVLOV

TitleMAMMOTH OF PAVLOV
BrandGRUNGE JOHN ORCHESTRA. EXPLOSION
Product/ServicePARKA JACKETS
Category A02. Fiction & Non-Fiction Films: 5-30 minutes
Entrant ATAMAN PRODUCTION Moscow, RUSSIA
Idea Creation ATAMAN PRODUCTION Moscow, RUSSIA
Production ATAMAN PRODUCTION Moscow, RUSSIA
Post Production ATAMAN PRODUCTION Moscow, RUSSIA
Credits
Name Company Position
Konstantin Atamanyuk Ataman Production CEO
Anton Bulle Freelance Sound Engineer
Vasily Beylin Akmelika Composer
Evgeniy Gvozdev Freelance Colorist
Korney Kretov Freelance Sound Producer, Composer

Why is this work relevant for Entertainment?

"Mammoth of Pavlov" is a web-based adventure documentary series. Scientists of the Academy of Sciences of the Republic Sakha (Yakutia) and some native residents of the mainland of Yakutia took part in working on it. Heroes find themselves on a desert island in the Arctic to extract fragments of mammoth carcass from the tidal zone of the Arctic Ocean. Due to global climate change and an unexpected sharp jump in temperature, it becomes clear that their plans are not destined to come true. Such a plot twist allows keeping the intrigue and viewers’ attention until the end of the film.

Background

In early August 2018, a group of Russian researchers went on an expedition with the participation of specialists from the Academy of Sciences of the Republic of Sakha (Yakutia) to the Novosibirsk Islands. Purpose: to investigate the alleged location of the remains of a mammoth. Scientists have confirmed the find. Now the researcher had to return to the island in 2019 and hollow out the remains of the mammoth while the ocean was ice-bound, as they were located only in 150 meters from the coast in the tidal zone. The brand suggested production to test the new collection of their jackets in the Arctic, as well as to post the film as a web series on their YouTube channel. The objective and purpose of the film was to draw attention to paleontology and the problems of global climate change.

Describe the creative idea

The creative idea is to integrate the brand into the narrative of the film without any direct accents. That is, the heroes of the film, scientists, make discoveries, overcome the harsh conditions of the Arctic, and do their job in the brand jackets. First of all, we observe the development of the plot, the twists and turns that give us the opportunity to empathize with the heroes of the film. The brand, as the alleged circumstances, as a reality which is not emphasized, exists in the frame, not distracting us from the story. Only at the culmination of the film do we allow the viewer to see the logo on the flag, triumphantly developing on one of the all-terrain vehicles, on which scientists are rushing to helicopters to bring a sensational find.

Describe the strategy

The main strategic task when creating the film was to draw the attention of a wide audience to the scientific activities of researchers in paleontology, in particular, to show and tell about the unique climate of the Arctic, where the mammoth fauna literally lies underfoot on the surface of the earth due to the unique soil associated with eternal permafrost. The brand’s product was to highlight a group of scientists, to create an aesthetic image of heroes. Placing the film in the form of a web series on the YouTube platform of the brand allowed us to follow the trends that are now popular among Internet users around the world and make it as accessible as possible for viewing. The subject matter of the brand allowed integrating it into the story as organically as possible.

Describe the execution

The film was shot by the method of cinema observation. The camera follows the heroes. Thus, the viewer is directly involved in the expedition. There is no imposition of any opinion by voiceover. The film does not have an assessment of whether global climate change is good or bad; the viewer answers this question himself. The documentary narrative provides an opportunity to see the real characters and reactions of the characters to the events and to witness a sensational discovery. The artistic decisions help to abstract from the categories of non-fiction or feature films – it is just a movie, although it was shot without the help of professional actors. Production time took 3 weeks, post-production one took 1 month. The brand has published an article telling about jackets tested in the Novosibirsk Islands and has put the web series "Mammoth of Pavlov" on its YouTube channel.

Describe the outcome

Due to the modern and popular form of presenting the material, it became possible to draw attention of an audience of viewers who are accustomed to enjoy themselves in comfortable urban conditions or at luxurious health resorts all over the world, but who have never faced real extreme manifestations of our planet. The film clearly illustrates the inconstancy of natural phenomena in the Arctic and the direction in which global climate changes are going on. It leads the viewer to thinking about whether we are ready to continue to ignore what is happening and what is outside our comfort zone.