In Uzbekistan, processed meat is a category people don't quite trust: few really believe a sausage is made of what the label says. ROZMETOV, a local meat producer, answers that doubt with a two-word slogan - "Go'shtdan qilingan," made of meat. The film's job was to make those words impossible to argue with.
Problem
In the processed meat category, there is a trust problem: consumers do not always believe that sausage is really made of meat or that its ingredients match what is stated on the packaging. For ROZMETOV, it was important not just to say “Made of Meat” but to prove the product’s quality visually and turn this message into something people could genuinely believe.
Solution
We decided to shoot the film in Europe with an international production team and bring ROZMETOV's “Made of Meat” idea to life literally. That is how we created mountains of real meat, snow made of salt, rivers of spring water, and deserts of spices. Everything was shot without CGI, using real ingredients, so that every frame proved the main message: ROZMETOV is truly “Made of Meat.”
