Don't get tired (Charchamang)

Creative Agency: Synthesis Creative Director – Farrukh Sharipov Client service director (CSD) – Alina Mirzaeva Creative copywriter – Sergey Gorobtsov Art-director – Timur Aitov Designer – Tim Ko Account Manager – Yulia Gerasimova Account Manager – Darya Gerasimova Client: PepsiCo Adrenaline Rush Director of Marketing Department - Redkovets Alexander Brand manager - Suleymanova Lenura Abstract production studio: General producer – Bekzod Abduvaliev Director – Ivan Proskuryakov DOP - Boris Litovchenkо MOVI - Ilya Vdovenko 1AD - Valeria Popova Line Producer - Kamilla Mevlyudova  Location manager - Muzaffar Yusupov  Art Director - Valeria Mukhametsitdykova Production Designer - Helga Gehler Prop master - Alex Deemidov Special effects engineer - Evgeniy Shurygin Wind - Victor Shirokov Casting director – Anita Borisova Makeup artist – Zilola Kokhorova Costume designers - Irina Nadtoka Admin - Rafael Gabdurakhmanov Administrative Assistant - Amir Shabanov Service manager - Sergey Polyanin  Film editor - Khodzhiakbar Lutfullahodzhaev Clean up, VFX - Aidos Kenzheev Colorist - Victor Mogilat Color studio - Jojo – talent agency Sound designer - Akbar Yusupov Backstage - Aidos Kenzheev Focus puller - Otabek Yoldoshbekov Gafer - Vlad Musee Camera Rental - Khurshid Khoshimov (ShB Rent) Light Rental - Bayramfilm Music Talents: LOUD373

In its summer advertising campaign, Uzbekistan's household appliance retailer, ISHONCH, highlighted the real-life experiences of ordinary people enduring a scorching heatwave. We want to say to these heroes: "Charchamang" (which literally means “Don't get tired”)! This greeting expresses deep gratitude for hard work and can be heard everywhere, especially in the summer heat. We hope that they don’t get tired because during the day they don’t even have time to cool off. Armed with multiple VHS cameras, we spent several days in natural settings, documenting the lives of Uzbekistan's people during the scorching season. The edited footage vividly portrays the hustle and bustle of Uzbekistan's streets, illustrating that even in summer, there's no respite. Sun glare, sharp shadows, and warm color correction create the sensation of a blistering sun. The edgy techno soundtrack and sharp editing paint a vivid picture of a techno party under the blazing sun. As you watch and listen, you'll find yourself echoing the refrain, "Charchamang - Don't get tired," which reaches its climax with the music. Traditional instruments showcase Uzbekistan's rich culture. This electrifying music was performed by LOUD373, a rising force in Uzbekistan's electronic music scene, making their debut for a wide audience.