Uzbeks are a people who rarely stand still. They build, create, compete and keep moving forward. Being constantly in motion has always been part of their character. And behind all this movement has always been something that gives them the strength to keep going. For generations, “osh” has been a source of energy for Uzbeks — the food that restores their strength and gets them ready for what comes next. Since 1999, Beshqozon has grown into Uzbekistan’s largest osh center and the country’s first network dedicated entirely to its most iconic dish. Today, it serves more than four million guests a year, with over 700 people working to keep its massive osh kitchens running every day.
Problem
Beshqozon wanted to show that osh is the energy behind a nation that never stops moving.
Solution
To show this energy, we turned to one of the most recognizable forms of Uzbek movement — the traditional dance with a lagan. The movements of the dance can be found everywhere in everyday life. A farmer swings his tool. A blacksmith strikes his hammer. A potter turns his wheel. A father lifts his child. A footballer balances a ball. The campaign connected these movements, turning the work, craft, sport and everyday life of Uzbekistan into one continuous national dance. The campaign wanted to capture Uzbek energy as it really exists. At a time when more and more advertising is using AI to generate people, places and even entire cultures, Beshqozon chose to capture the real people doing real work in real places across Uzbekistan. The film needed a sound that could carry the same energy as its movement. Traditional Uzbek instruments were combined with a contemporary approach, while the music was built around the rhythm of the choreography and the actions happening inside the frame. The strike of a hammer, the chopping of ingredients, the movement of tools and other everyday sounds became part of one rhythmic structure. Music, physical movement and the sounds of work began to move together. To bring it all together, we worked with LOUD373, part of Uzbekistan’s new electronic music scene, combining traditional Uzbek musical elements with a contemporary electronic sound.
