Problem:

Due to quarantine, all theaters in Russia were forced to close and cancel all their plays and premieres. Actors and spectators ended up locked at home.

Solution:

Instead of canceling the play, the “Masterskaya” theater decided to play it, no matter what. For this purpose, we created a special account in Instagram, and published the poster for the canceled premiere there. And then the actors and characters of the play started a conversation right in the comments under the poster. They all posted the lines of their characters in turns. And as a result, we played the entire Shakespeare’s play, so that everyone could read it by simply scrolling the comments on Instagram.

Credits:

Creative Director: Mikhail Rakov
Art-Director: Maria Ustinova
Copywriter: Mikhail Rakov
Account manager: Yana Negrya
Manager: Elena Palamarchuk
Motion design: Dmitry Miusov
Sound design: Anton Wayer