“ProDvizhenie” is a large-scale automotive festival at VDNH, bringing together vehicles and technologies from different eras, classes, and personalities. Our task was to reach a broad audience and convey the scale of the festival through one cohesive visual image
Problem
Too many different heroes for a single film. We needed to attract attention to the festival and make people want to experience it for themselves, without turning the communication into a catalogue of vehicles. At the same time, each car had to retain its own character.
Solution
We made diversity the foundation of the direction: each world was given its own space, movement, camera language, and rhythm. We then united them through a common dramatic structure, turning different visual languages into one story and one cinematic rhythmToo many different heroes for a single film. We needed to attract attention to the festival and make people want to experience it for themselves, without turning the communication into a catalogue of vehicles. At the same time, each car had to retain its own character.
Results
270K visitors, 825 publications, and 108M media reach demonstrated the scale of both the event and the campaign. On social media, the campaign generated 961 mentions with a reach of 24.1M people. As a result, different eras truly came together and formed one unified image of the festival — “ProDvizhenie. A Meeting Place of Eras.”
