Gals is a developing company. It usually promotes its projects, but this time the goal was to make an advertising for the company itself.
I’m used to strategy-driven approach in my work, but I also love simple execution. So I remember a moment when I
(a copywriter) said — why don’t we make this without any copy at all and just use this song about dreams coming true from and old Soviet cartoon. This one:
I’m used to strategy-driven approach in my work, but I also love simple execution. So I remember a moment when I (a copywriter) said — why don’t we make this without any copy at all and just use this song about dreams coming true from and old Soviet cartoon.
This one:
So we did. In a modern and even fashionista stylistics, with a contemporary cover of the original song. And simple but beautiful line: A fairytale where you are the main character.
Creative director didn't believe the idea was worth the final presentation, but it won the pitch for us. The production process was filled with beautiful details and fairytale-like
(I even kissed the live frog on the set. Didn’t get me the prince, but I’m still waiting).