Entertainment Lions For Music > Music Content

YOU'RE BORN

TAKE-SHOT, Moscow / AIGEL / 2020

Awards:

Silver Cannes Lions
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Film

Overview

Credits

Overview

Why is this work relevant for Entertainment?

The story centers around the hottest topic that raises millions of debates across the Russian media. The video reveals a current situation of the president re-election in an entertaining and metaphorical way, giving the audience the desire to seek for answers.

Background

Aigel band approached Director Andzej Gavriss with their new track - You are born. Andzej who once bumped into an image of a man baptised in a cross-shaped ice hole, straight off knew that a story centred around this ritual will perfectly connect with the song lyrics. The rhythm and mood of the track were a perfect fit for the aggressive protest theme.

Describe the creative idea

A story that portrays Russian Orthodox Christians custom dipping into cross-shaped subzero temperature water pools turns into an epic thriller showing the president of Russian Federation getting immortal.

Describe the strategy

The most provocative change in the constitution would allow President Vladimir Putin to stay in power until 2036. You are born travels deep into the frozen wilderness in order to defy both nature and political term limits, with the Russian Orthodox Church’s approval.

You are born had a targeted release on the controversial media web-site (Meduza.io) three days before the original vote date on the Russian Federation constitutional amendments (postponed due to pandemic), the idea behind it was to have a massive wave of press and media reaction.

Describe the execution

Overall it took around 1.5 months to prep and a week to shoot the video. The first month Director Andzej Gavriss worked side by side with DP - Andrey Nikolayev, PD - Julija Fricsone Gavriss, storyboarding and prepping all the boards in Cinema 4D in LA while the production company was working on getting everything needed in Moscow.

Describe the outcome

Aigel - You are born, has reached 1114000 views on Youtube. You are born was featured by almost all of the web media in Russia including GQ, Meduza. It was shared by Russian opposition leaders and opinion makers like Yury Dud on their social media profiles. Internationally You Are Born got featured in Shots.net, 1.4, Directors Library, Directors notes, Film Shortage, Somewhere Magazine, received Vimeo Staff Pick, etc.

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