| Brief | In Kazakhstan's market, filled with overly polished depictions of perfection, we disrupted the norm by focusing on authenticity and imperfection. Our manifesto emphasizes that real connections between brands and people are built through honest, relatable storytelling that embraces life's messy, imperfect nature, celebrating what’s real instead of chasing idealized imagery.To visually convey this concept of imperfection, we employed a diverse range of creative techniques and visual crafts. The eclectic mix of 2D frame-by-frame animation, live-action footage, 3D animation, motion design, claymation, time-lapse photography, stop-motion animation, and 3D scanning was intentionally chosen to break the monotony of polished visuals. Each medium brings a unique texture and feel, highlighting the unpredictability and diversity of real life. By incorporating raw and occasionally grotesque imagery, we stood out from glossy commercials and demonstrated that ads can be truly diverse. |