Charchamang

In its summer advertising campaign, Uzbek home appliances retailer Ishonchhighlighted the real stories of ordinary people coping with exhausting heat. “Charchamang” — literally “Don’t get tired!” — is a greeting that expresses deep gratitude for hard work and is heard everywhere in the summer heat.

THE APPROACH

Armed with VHS video cameras, we spent several days in a natural setting, documenting the lives of Uzbekistan’s residents during the sweltering season. Sun glare, sharp shadows and warm colour correction create a sense of merciless sun.

MUSIC & CRAFT

A bold techno soundtrack and sharp editing convey the feeling of a techno party under the scorching sun. Traditional instruments add a touch of Uzbekistan’s rich culture. Music performed by LOUD373, a rising star of the Uzbek electronic scene.