Bushe Капитонов Виталий
Task
Video for Bushe is an image film. The launch of the project was made during the festival “Cinemarket 2019”. And at the final stage, the creative team decided to coincide with the premiere with the date of lifting quarantine restrictions for public catering in Saint Petersburg. This work proclaims the Bushe brand's homage to Saint Petersburg. As a result, the target audience of the brand learned about the lifting of quarantine restrictions with the help of a video.
Ideas and solutions
A three-dimensional search for musical composition was performed. We wanted to put the atmosphere of a cartoon into this story and. It was very difficult to find the appropriate soundtrack. As a result, we found the right composition in the spirit of Hollywood cartoons. The main Director's idea is to show the heroine's journey around St. Petersburg through the image of a small hand traveling in the Bushe bakery. This creates an inextricable link between the city and the brand. The slogan was coined almost at the last moment when they found out the date of lifting quarantine restrictions from catering establishments. It was decided not to rush the release of the video, but to wait for a significant event. And accordingly, the slogan had to be tied to the theme of this event. The infographic is based on Bushe's corporate identity and style. A couple of years ago, the brand found a very successful embodiment of its corporate identity through stencils with shabby walls. This idea was taken as a basis, and with the help of textures, the video sequence was filled with events. The text was developed by the winners of the competition at the Cinemarket festival. The authors took as a basis the idea of a letter from a daughter to her mother, in which she tells about her first impressions of meeting with "Him". Later it turns out that "He" is not a young man, but a city. The main idea is that St. Petersburg is more than a city. This is a personality. The visual design of the video was not easy to implement. Some visual effects are done at post-production, some are hand-made and placed on the set. A harmonious combination is the merit of a high-quality design look.
