TIME FOR A NEW YEAR

TitleTIME FOR A NEW YEAR
BrandZOOMMER
Product/ServiceZOOMMER
Category A04. Production Design / Art Direction
Entrant LEAVINGSTONE Tbilisi, GEORGIA
Idea Creation LEAVINGSTONE Tbilisi, GEORGIA
Production LEAVINGSTONE Tbilisi, GEORGIA
Credits
Name Company Position
Pavle Gabritchidze Leavingstone Creative Director
Nino Lekveishvili Leavingstone Art Director
Keti Kipshidze Leavingstone Copywriter
Tatia Tabatadze Leavingstone Copywriter
Marianne Scott Leavingstone Senior Account Manager
Nino Kuprashvili Leavingstone Strategy Director
Dako Meburishvili Leavingstone Strategist
George Korganov Leavingstone CGI Artist
Baiko Pirtskhalaishvili Leavingstone Senior Graphic Designer:
Misho Abramidi Leavingstone Graphic Designer
Luka Zarandia Leavingstone Type Designer
Meli Bagdavadze Leavingstone Executive Producer
Dima Chkheidze Freelance Director
Sandro Darakhvelidze Freelance Director Of Photography
Irinka Khvedelidze Freelance Producer
Ninia Sherpà Freelance 1st AD
Vaniko Beruashvili Freelance Set Manager
Merab Kiknadze Freelance Steady-Cam
Giorgi Gogatishvili Freelance Gaffer
Irakli Duru Jgenti Freelance Focus Puller
Ika Bobokhidze Freelance Costume Designer
Tina Sharashenidze Freelance Costume Designer
Elene Zvanbaia Freelance Costume Design Team
Tako Sharashenidze Freelance Costume Design Team
Madonna Tchanturia Freelance MUA & Hair
Giga Bagration-Gogadze Freelance MUA & Hair
Teona Ghlonti Freelance MUA & Hair
Maia Jincharadze Freelance MUA & Hair
Sopo Machavariani Freelance MUA & Hair
Misha Apkhazava Freelance Casting Director
Sopo Qobachishvili Freelance Casting Manager
Xosilita Xositashvili Freelance Choreographer
George Karalashvili Freelance Production Design by Slow Pulse
Mariam Iakobashvili Freelance Production Design by Slow Pulse
District 9 Productions Freelance Art Department
Dato Daraselia Freelance Decorators
Teimuraz Janezashvili Freelance Decorators
Giorgi Iakobashvili Freelance Decorators
Zuka Makharadze Freelance Decorators
Jubo Todadze Freelance Decorators
Nika Kenkebashvili Freelance Decorators
Levan Kikilashvili Freelance Decorators
Giorgi Mamisashvili Freelance Decorators
Nino Daraselia Freelance Set dressers
Tasha Metreveli Freelance Set dressers
Ketevan Nozadze Freelance Props Master
Anagrama Studio Anagrama Visual effects
Artyficial Color Grading Artyficial Animator/Color Grading
Post Red Postred Sound and Music
Tatia Darsadze Leavingstone English Copywriter
Metro Film Production Metro Film Production Special Thanks to
Giorgi Meshveliani Lara Kveladze Freelance Special Thanks to

Write a short summary of what happens in the film

We created an ad about a much-needed holiday bash and made sure everyone was covid free! Characters from across the land attended our baroque-esque soiree including Santa Claus dressed in Georgian “Chokha”; trending health minister's impersonator; the weeping bride, one of many; and school kids singing arias. But there was this elusive character who showed up unannounced. The world’s invisible enemy, Ms. Covid, scandalously making an anti-masking statement by not wearing a mask! Covid started terrorizing guests with fear, saying it had been a year since she appeared and she was never planning on leaving. She wanted to challenge someone to a match. Courageously our Zoommer girl came to the rescue! She knew it was time for some destructive action. The boxing ring was heated, emotions were running high. It was a close call but Zoommer girl took the lead. She defeated Covid, blowing her up like a pinata, literally.

Cultural / Context information for the jury

Around the globe, the pandemic has dampened the holiday spirit. It was almost time for a New Year and Zoommer wanted to bring joy and celebration into Georgian people's lives. Our task was to create an ad that would make the coming year shine with a hopeful message. Despite the many hurdles covid pandemic offers we managed to safely overcome barriers and created an ad about a joyously intriguing masquerade ball. In creating our narrative the use of music was the most important component. Everyone's going through this unusual time, so we wanted to connect with the audience by storytelling through writing relatable lyrics. Our team has proven again it knows how to stick the landing. We’re extremely glad to have cheered up the viewers while delivering an important message, as sung in the lyrics “together we’ll make the pandemic disappear, and finally, have a party on New Year’s Eve!”

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

No one was prepared to face a challenge of this magnitude as tackling the production process of filming an ad during the early stages of the Covid pandemic. Our agency found ways to overcome unique challenges that this pandemic posed and followed all the required protocols to the tee including extra safety measures, secure location scouting, and an array of other restriction guidelines including the nationwide curfew from 9 PM until 5 AM. We managed to effectively redesign and rework our ads to deliver essential entertainment to our audience, especially now, in this time of need. The choices we made with production design and art direction gave our ad its unique visual identity. From the dressing of each set to the smallest details, all the prop and wardrobe elements were vital for setting the overall mood. Our ad went viral in a matter of hours with over 3 million views.