Task
Our goal was to create an image-driven and, most importantly, an emotional video about the capabilities of the RZD company. The video portrays RZD as a multi-faceted corporation, not just focusing on railways and trains but also highlighting other interesting products, services, and solutions. The main challenge was to evoke pleasant emotions and brand recognition among viewers as well as showcase RZD's presence in various aspects of their lives.
The video stands out from typical corporate videos and avoids voiceovers or titles.
In simpler terms: "No words, just emotions".
Solution
To balance the emotional and rational elements, we categorized the video scenes into two types:
- Key Scenes illustrate the company's services and possibilities — from passenger and freight trains to quantum technologies.
- Additional Backgrounds show how these services relate to the everyday situations of passengers' lives.
The Key Scenes were crafted traditionally, in adherence to genre norms: trains undergoing speed tests in rain, fog, and heat, and carrying heavy cargo. The services were portrayed as efficient and functional, and the route network as exceptionally convenient.
The Additional Backgrounds were generated using artificial intelligence. We created a rhythmic sequence of images, a kaleidoscope of diverse styles and approaches that left an emotional, sensory impression on the viewer. This was indeed a genuine challenge.
Two teams worked simultaneously on the project: one focused on traditional motion design, while the other used Midjourney, Stable Diffusion, Runway, and Magnific neural networks to create unique scenes.
We are immensely grateful to our client for the opportunity to learn how to work with neural networks. Previously, AI had been used mainly for mood boards or technical details. This project was our first major, dynamic endeavor that extensively utilized artificial intelligence.
So, shall we take a look at the outcome?
Project: RZD
Agency: MOOOV
Art Director: Andrey Krasavin
Production: CAVALIERS
Producer: Kirill Dmitriev
Director: Anna Abotina
Art director: Alexandr Lukashkin
Project manager: Natalya Znamenskaya
Concept designers: Alexandr Lukashkin, Isa Karpenko, Oleg Morozov,
Alexandr Averyanov, Madina Zyubina, Anatoly Zyubn, Alexey Uzhintsev
CG generalists: Lev Kolbaya, Maxim Solovyov, Ivan Sokoklov, Vladimir Gramatskiy, Ruslan Yalilov
AI artists: Lev Kolbaya, Maxim Solovyov, Ekaterina Tereshkina
Sound designer: Ivan Nikandrov
Thank you for watching!
