BERLIN FASHION FILM FESTIVAL 2022
Best Art Direction (2022)
BERLIN FASHION FILM FESTIVAL 2022 (Best Art Direction)
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Lemmas - Yandex
1. Yandex Magic Camp and 2. Rabochee Nazvanie
Official Selection
| Title of Piece: | Lemmas |
|---|---|
| Brand: | Yandex |
| Production Company: | 1. Yandex Magic Camp and 2. Rabochee Nazvanie |
| Client: | Yandex |
| Agency: | Yandex Magic Camp |
| Director: | Lilia Popovscaia |
| Producer(s): | Daria Kosacheva, Anastasia Matveenko |
| Art Director: | Lilia Popovscaia |
| Creative Director: | Olga Veretinskaya |
| Editor: | Vlad Vdovin |
| Director of Photography: | Arabec Davudov |
| Production Design: | Ivan Dorogavtsev |
| Costume Design: | Kolya Voznesensky / Chveskella |
| Music/Sound Design: | Philip Alexandrov |
| Animation: | Naizn Studio |
| Writer: | Alexander Votinov |
| Props Stylist: | Lilia Popovscaia |
| Additional Credits: | Head of Creative Agency: Mitya Meshcheryakov |
| Additional Credits: | Stylist: Masha Ligay |
| Instagram Tag: | @wearemagiccamp |
| Short Synopsis: | Yandex is a large international tech company. After switching to remote mode, horizontal ties partially broke up. To bring back a sense of community and unity, we created data-based modular merch featuring the words that reflect the essence of unique Yandex culture: dichotomous love for numbers and language. We analyzed internal and external text arrays and picked the words Yandex employees use more frequently than people on the internet. Detachable patches with those words are an interactive part of merch, encouraging self-expression and empathic exchange. The project articulates the company’s versatile culture and creative atmosphere that bonds thousands of people worldwide. |
