At the heart of the approach is epic cinematography with very credible performances from our cast. This film will be visually stunning, but above it, it will have a touching emotional core that makes it personal and accessible to all viewers. We explore all the shades of human emotions in challenging and aspirational moments of their life, and we expose the deepest feelings of the viewers to themselves through candid cinematic prism. And through this personal experience and strong emotions we make the spot relatable and appealing. In order to achieve this level of emotive devotion and connection, the real emphasis must be placed on the casting and performance, so that from the very first frame there’s an instant and strong bond established with the audience.

This film is aimed at celebrating visual beauty of the country and its people with ultimate depth and exquisiteness. Our spot is like an ode to Azerbaijan – it cinematically cherishes rough landscape and pure water, wide smiles of its citizens and deep connection they share. Epic and spectacular shots will compel the beauty of the country and its nature. And at the same time, with the right lighting and definition, we’ll capture the visceral elements that unleash the human subtlety of every scene. The success of this spot lies in the visual balance between the wider images proving grandeur of Azerbaijan landscapes and architecture and closer shots resembling the touchiness of its people healthfulness and sincerity.

Finally, strong editing and post-production will let us “lock-in” to all the key moments in the script with maximum emotional impact once it’s set to an epic soundtrack with motivating voiceover. And the product is there in almost every scene to reinsure that ‘Bakcell’ is always there to fuel customers’ curiosity and confidence, and be their inspiration for the day-to-day achievements.

Our goal is to make the audience touched and motivated, and only through personal experience you can get involved and then influenced. And cinematography is our strongest virtue in achieving this ubiquitous involvement. The viewer should always feel himself as a part of the action. Camera appears almost like a fly on the wall in every scene, granting the audience the feeling of presence in this very important life moments of our characters. Every story is very relatable, maybe we’ve even happened to be in similar situations before, or if not then, we’ll feel the emotion and the inspiration of the scene. Therefore, we need to portray each moment with candidacy and truthfulness it deserves.

Ultimately, naturalism is everything. And we should be careful not to over-style our imagery, because things can very quickly feel inauthentic. Real locations, and sincere performance would be our base, but photography and lighting will play crucial role in making the film believable. Natural lighting, or discreet practical lighting when we’re filming evening scenes will suit the best here. We prefer to shoot in the blue hour, the magic hour of sunset and sunrise, when the sun has just went down. In this moment of the day, the natural light is more emotional and the color palette becomes pastel. We feel like this magic light wipes off all the artificial and excessive visual elements, and leaves only the core of raw emotions and credibility.

The photography should be grounded in the documentarian world with its authenticity and credibility, but the approach should definitely be cinematic to create aesthetical value and to magnify human emotions and to glorify the Azerbaijani heritage and beauty. The anamorphic lenses will help us to give this kind of cinematic style to our frames. Moreover, it give shallow depth of fields, allowing to concentrate on what is important – the feeling and the motivational message.

Camera movements will vary from handheld camera to beautiful and utterly cinematic dolly or steadycam. This combination will allow us to have both realistic feeling of presence and filmic splendor. The framings will be very well thought and designed to portray each situation with the scale it deserves. The wide lens will catch the beautiful landscapes and short lens will focus on the details, faces and emotional expressions of people. Besides, to celebrate amazing Azerbaijani landscapes we propose to use some spectacular drone shots.

It’s impossible to overstate how critical the performance of our actors will be in creating moments in which the viewers can lose themselves. Again, we should create a universe where everyone feels welcomed and understood. Compelling each emotion truthfully is a cornerstone for this film. The characters have to feel relatable and real. Their performances should make this story gripping and persuasive by creating experiences that feel spontaneous and unique.

It’s the authenticity of their emotion and how that emotion invites the viewers to invest in these moments that will help this story leave a relatable imprint on the audience. We’re always looking to cast actors who bring texture to their characters, and whose instincts give the impression of characters that are deeper than these brief moments. Once you see them and feel their emotion, it seems that you’ve already know the persons for a lifetime. The unique ability of telling a life-story within two seconds should be found and explored in actors during casting process. We will search for people who can show us the interesting layers that lie beneath the surface of their performances. Every performance feels a bit like a piece of a feature film. We can't see the end of the moment, but we can taste and feel every scene.