Title | TIME FOR A NEW YEAR |
Brand | ZOOMMER |
Product/Service | ZOOMMER |
Category |
A04. Production Design / Art Direction |
Entrant
|
LEAVINGSTONE Tbilisi, GEORGIA
|
Idea Creation
|
LEAVINGSTONE Tbilisi, GEORGIA
|
Production
|
LEAVINGSTONE Tbilisi, GEORGIA
|
Credits
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.