There is almost no place for memes on the Internet postostronium, but Azino’s 50-second video “Three Axes” managed to achieve popular recognition. The video for the “AK-47” band's pestering song is played as a preroll on almost all pirated services with TV shows. The St. Petersburg intellectual Igor Antonovsky, who until recently worked with the Leningrad group, and the painter and decorator Ulyana Malo created commercial rap integration of the year. Life around learned from them what is behind this collaboration.
Song and script
It all started with a song written by Vitya AK and Maxim Brylin for Azino. “It’s straightforward to hear that the group was doing some kind of technical task. Apparently, the guys were explained what points to pay attention to, for example, jargon was correctly used -“ the machine gave me a line. ”Vitya is a talented person in this respect, and maybe, in life knows how to play slot machines, ”says Igor Antonovsky, the director of the video. Antonovsky is known as the author of the public and the book of the same name "Sleeping Areas of the Country OZ", as an employee of the Leningrad group, he helped lead social networks of Sergei Shnurov and was related to the scripts of his most popular videos. Now Igor is mainly engaged in television series, and Three Axes is not his first experience in creating advertising for online casinos. A colleague from production suggested that he make a video.
After listening to the song, Antonovsky wrote several versions of the script. According to him, all of them were somehow connected with the fact that "someone wins, and some kind of transformation happens to him." One suggested shooting, special effects and additional graphics: “I wanted to put Vitya in some kind of machine guns world where he would run to get such a glitchy frenzy. And that would probably be even more schizophrenic,” the director recalls. But drawing graphics would be long and expensive, and in the end they decided to use the simplest of the written scripts. “The budget was very small, and it was necessary to remove the most glamorous for men,” Antonovsky explains. “I’m used to it because I write scripts for NTV series and the target audience for Azino 777 and NTV series is about the same.”
Camera crew and heroes
A total of more than ten people worked on the video, excluding heroes and extras: the director of photography, five people of the camera crew, a producer-administrator with his team, two directors, an assistant, an artist and a props Ulyana Malo (before participating in the project, she was involved in graffiti and set-design of fashion shoots).
Models in the video are professional. “The task was to make everything as simple as possible, as required by the online casino advertising genre,” Antonovsky said. “When I watched the crowd, I didn't like anyone at all, but I thought it was even better.” The main characters - Vitya, Maxim and the director of the AK-47 group, according to the director’s suspicions, were “like all rappers, smoked or drunk.”
The video was shot in half a shift, six hours, in the yard found by Antonovsky near the market on Udelnaya. There, on the day of filming, they bought a tracksuit for the main character on the market. “We were looking for him for a long time: it turned out that the costume costs about the same on Udelka as in the Adidas stock stores. Although they are absolutely left in the market,” the director says. According to the artist Ulyana Malo, the original suit of the famous brand with three stripes was not required in the video: in the frame, he appeared for only a few seconds.
According to the script, Vitya had to rip off his tracksuit to appear in a new, respectable way. Right at the site, the artist teared the seams and sewed Velcro instead, the idea was spied in suits for male striptease. Clothing was customized to fit right on the site. “The images were extremely simple and clear, the guys played almost themselves,” recalls Malo. Therefore, suits with jackets of individual tailoring are the property of the main characters. On the back, Viti still planned to draw a tattoo with wings, but at the last moment they changed their minds. The money that Viti “doesn’t fit into his pocket” was bought in a gift shop. The crowd and models were also in their own dresses and bikinis.
The situation on the site and the attempt on the director
On the day of filming, it rained all the time, from which the crew had to hide in tents and which completely deprived the salable red carpet by the end of the process. By evening, the first victim of the video appeared on the site. “Only when I heard the track, I realized that he’s very cool,” the director says. “He immediately acted on me and I began to communicate with all the participants in the shootings with all these phases like“ raised the dough ”. The first one this track “I’ve gotten terribly sick,” he became a tenant of the yard on Udelnaya. I didn’t have a walkie-talkie, and during the filming in the car I needed to yell at the heroes somehow so that they could make money and girls smile, ”says Antonovsky. Then, according to Malo, a pretty drunk man came out of the front door with an office knife in his hand, outraged by the fact that the shooting allegedly prevented his children from sleeping. He began to threaten the director, the conflict had to be resolved with the help of a guard who was on the set. “I immediately realized that there would be a lot of those who were dissatisfied, and I envisaged protection,” Antonovsky recalls.
Outside of ad impressions, the author’s video generated nearly 1.5 million views on YouTube. “The video was made very professionally in its own way. I learned how to mimic it over time and not do it smarter than necessary. This is an important quality for such videos, for Russian TV shows and Russian television in general,” the director explains.