CRAFT

“Was not brought by the wind, to let it be blown away” - Reckless
Advan Production

Contender

Title of Piece:	“Was not brought by the wind, to let it be blown away”
Brand:	Reckless
Production Company:	Advan Production
Client:	Reckless
Agency:	Advan Production
Model(s):	Luka Kurdashvili, Anna Gavva , Nina Eradze, Beka Papashvili ,Sopo Lipartelian
Director:	Anano Dodelia
Producer(s):	Gvantsa Kereselidze , Sophie Kikvilashvili
Editor:	Anna Zurabishvili
Director of Photography:	Demetre Sumbadze
Art Director:	Anano Dodelia
Creative Director:	Anano Dodelia
Costume Design:	Masu Mtsariashvili, Anka Koiava, Liza Kajrishvili
Hair & Makeup:	Ana Gadelia
Music/Sound Design:	Erekle Getsadze
Casting Director:	Tornike Apridonidze, Salome Gvelesiani
Writer:	Ano Prangishvili
Additional Credits:	Head of Project Management- Ketevan Jaoshvili
Additional Credits:	Project Manager- Tako Varamashvili
Additional Credits:	BTS Photography-Nino Megeneishvili
Additional Credits:	Colorist -Demetre Sumbadze
Additional Credits:	Editor- Luka Kakabadze
Instagram Tag:	@advanproduction @ananododelia @demetre_sumbadze @Georgia @
Short Synopsis:	There’s a Georgian saying - Brought by the wind, will be taken by the wind- implying that achievements/things obtained without effort can disappear. In spring 2024 Georgia's Parliament passed a law that critics see as a threat to country's aspirations to join the European Union.Majority of Georgian population deemed this law as the shift of the political vector towards Russia. For several months there were large demonstrations around the country driven by young activists and youth groups. Georgia’s independence from Soviet Union/Russia was hard to obtain and maintain in the last thirty years. In honour of Georgian independence Day, this video was collaborated with the “Reckless” clothing brand that cares, worries about the youth and strives to seek solutions with them. The rephrased Georgian saying used as a slogan for this campaign aims to stress that immense work and effort was made to bring independence and the process of building a strong country. Georgians value and understand the fragility of independence and believe it must be actively protected. Thus, we won’t let it be taken away without fight. “Was not brought by the wind, to let it be blown away” campaign supports youth and their unstoppable fight for a brighter future. The production used cinematographic effects to show young persons standing against with wind with patience and determination. The camera was not moved much - as the people stand strong to express their protest, the camera also stands to reflect the mood. The changes in the locations mirror the protest mood all over the country. Young people show their disagreement everywhere - at home, at school, in the nature, playing games and even while taking bath. The lighting and visuals are natural. The costumes, including piercings, tattoos directly reflect the genuine protest and Gen Z’s strive for freedom. The film's powerful message resonated widely, becoming a symbol of the protest and highlighting the crucial role of fashion in social activism. Through dynamic engagement and a strong narrative, it captures the spirit of unity and resistance among Georgia’s youth.