ZHEK-art Золотые Тигры
This work
in other
nominations
Self-promo
Innovation
Creative copywriting
Direction
Visual effects
Websites Design
Task
Take the derogatory label off the ZHEK-art and prove that this unique work of Russians is something to be admired and proud of.
Ideas and solutions
We found craftsmen who create yard figures, those ones that we call ZHEK-art, then we interviewed them and filmed it all. We made 3D models of the most popular yard culture characters and came up with a legend for each one. We researched and broke down the theory of ZHEK-art and looked at it from the point of view of law, ecology, history and art. All this content we have structured and collected on a single portal dvor.digital, which welcomes users with a 360-degree panoramic picture of the yard with the author's 3D models as menu items and animation. To promote the project, we have agreed on collaborations with well-known artists: we made a concept art of a LEGO set of ZHEK-ART and an original comic strip with ZHEK-art characters. We also used UGC: made a ZHEK-art constructor, which allows every user to assemble a custom figure online, and an AR-mask with our 3D-figures, which you can try on Instagram. Results: 40 number of media publications
