LABA. Fashion for the smart ones Drama Queen
Task
LABA is the cream of the crop of the Ukrainian online education market. Apart from Ukraine, they also work in 6 different countries. The platform focuses on bringing in top talents to create the best online courses. Yet, they never had a holistic branding communication. The LABA’s first branding commercial aimed to tell about their students rather than dwelling on their business.
Ideas and solutions
LABA students are neither «creative class» nor trendsetters. They are typical white-collar workers, small and big business owners. Every day they get their job done properly, and that’s what they do the best. Some people call them nerds, but at the end of the day, they are the core of the country’s economy. They strive to be better; we appreciate that and help them quench their thirst for knowledge. «Fashion for the smart ones» is our inspiring message to all nerds and smarty pants out there. Keep it up, guys! «Fashion for the smart ones » is a beautiful manifesto with well-intended irony notes. To preserve its charm, we shot a short film endowed with light and a fairytale-like atmosphere. Rich sound, voice foley, music, and details — each element makes the commercial more cinematography-ish. The palette features warm and light colors. Even the scenes that seem unpleasant to our character are depicted in soft colors, inspiring kindness. A yellow origami flower in the main character’s hand is a kind of reminder that there is someone for you who will understand you and cheer you up in the darkest days. Because if you fall in love with the smarties, it’s for good and all.
