| Title | DISAPPEARING STORIES |
| Brand | ENJOYABLE AGEING CHARITY FOUNDATION |
| Product/Service | VOLUNTEER PROGRAM |
| Category |
A03. Video / Moving Image |
|
Entrant
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MOZGA STUDIO Moscow, RUSSIA
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Idea Creation
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MOZGA STUDIO Moscow, RUSSIA
|
|
Media Placement
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MOZGA STUDIO Moscow, RUSSIA
|
|
PR
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MOZGA STUDIO Moscow, RUSSIA
|
|
Production
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MOZGA STUDIO Moscow, RUSSIA
|
|
Post Production
|
MOZGA STUDIO Moscow, RUSSIA
|
Credits
| Oleg Ageychev |
Mozga Studio |
Creative Officer, Director, Screenwriter, Producer |
| Anastasiia Ageycheva |
Mozga Studio |
Account Executive |
| Dmitry Bagin |
Mozga Studio |
Cinematographer |
| Sergey Baskoev |
Mozga Studio |
Cinematographer |
| Gavriil Biryulin |
Mozga Studio |
Sound Design Arrangement |
| Andrew Bushmin |
Mozga Studio |
Colorist |
| Alexander Chumachenko |
Mozga Studio |
Art Director |
| Daniil Dymshits |
Mozga Studio |
PR Director |
| Tatyana Ernezaks |
Mozga Studio |
Executive Producer, Editor |
| Alyona Fedotova |
Mozga Studio |
PR Manager |
| Alexander Gornovsky |
Mozga Studio |
Director |
| Ludmila Gritsay |
Mozga Studio |
SMM manager |
| Ivan Gusakov |
Mozga Studio |
Sound Design Arrangement |
| Yurii Khomovskyi |
Mozga Studio |
Motion Designer |
| Alexander Kojarskiy |
Mozga Studio |
Sound Engineer |
| Kirill Morozov |
Mozga Studio |
Sound Engineer |
| Alexander Muratovsky |
Mozga Studio |
Composer |
| Ksenia Rogozhkina |
Mozga Studio |
Production Designer |
| Alfiya Shakirzyanova |
Mozga Studio |
Executive Producer |
| Andrew Ushakov |
Mozga Studio |
Creative officer |
| Darya Ushakova |
Mozga Studio |
Copywriter |
Describe the creative idea
Millions of senior citizens in nursing homes live in oblivion. They need our attention to sustain their will to live. But young people are not interested; they perceive elderly people in nursing homes as irrelevant, devoid of any interest, insignificant.
So we decided to tell the stories of elderly people in a way that’s relevant to young audience – by using Instagram as a medium.
“Disappearing stories” is a miniseries based on real-life tales of senior citizens, created in the format of Instagram stories. Each episode disappears after 24 hours – just like the lives of residents at nursery homes melt away without our attention.
We posted 9 episodes as separate Instagram stories. The videos carried a powerful message and invited viewers to share the stories to keep them “alive”, and further sign up as volunteers in nursing homes. Unless shared, the stories disappeared forever, just like elderly people do.
Describe the execution
Implementation:
Each episode, posted as separate Instagram stories, told a tale from the life of one of the nursing homes’ residents. To recreate these memories, we went through thorough preparation with heroes, search for complex objects, historic consultants, props, costumed extras – and filmed it in native Instagram vertical format. We took into account Instagram’s video slicing algorithm and made sure that shot by shot breakdown allowed viewers to grasp the full story even if they clicked through parts of the video.
Placement & touchpoints:
Instagram stories were the main channel, with each story linking to the project website. There we explained the problem in detail, hosted the videos, and invited users to take action: spread the word by sharing videos – or sign up to volunteer for the foundation.
Timeline & scale:
4 months for development and production
12 months for promotion
Worldwide scale
Production details:
One of the key challenges we faced was filming the series in the Instagram stories native format. We went through thorough preparation, research with real-life heroes, a careful search for complex objects, historic consultants, tanks, props, costumed extras, pyrotechnics – and then filmed all of this in a vertical format. We rotated the camera and playback by 90 degrees. The vertical composition was built based on classic art and interior frames (windows, doors). For location shooting, we used hilly terrain and forests. To preserve the feel of spatial perspective and unity of time we used the technique of intraframe editing and long passages. Live camera emphasised the documentary status of the story. We also took into account the flexible algorithm of video breakdown in Instagram such that editing cuts happened during the transition from one story to the next.