Basics of Video Production

Problem

In 2024, we set out to create our first merch collection. The challenge was to reflect the inventiveness at the core of our production in a way that went beyond standard branded clothing.

Solution

We collaborated with artist Nikita Lukyanov, who works across graphics, illustration, photography, and physical objects. He approached the project as research: sketches, prototyping, and experimenting with textures. This process led to a series of fictional yet symbolic objects — the Moodboard Suit, the Storyboard Helmet, and the Director’s Chair-Transformer.

Their sketches and photos became prints for unisex hoodies, long sleeves, and T-shirts. Nikita also documented the process on video, which evolved into the art film Basics of Video Production — an ironic manual of imagined tools for the set.

Result

The merch launch and campaign started with the art film on Instagram (запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России), reaching 100K+ views and gaining coverage in media and Telegram channels. Reels about the making of the film and merch extended the reach further. For online sales, we built a landing page with creative packaging: each item came with a sticker and an Instruction Manual featuring film stills and a QR code.

The campaign even included branded coffee cups — now actively used on set. The collaboration successfully merged art and production, creating a distinctive and recognizable visual identity for the brand.