Wings – KICB Bank

Problem:

In Kyrgyzstan, there are families living in poverty, facing illness, and losing hope. Society often remains indifferent, and acts of kindness become rare.

Task:

As a socially responsible brand, the bank aimed to remind people that true happiness is not measured by money, but by care and mutual support. The goal was to create an emotional story that would evoke empathy and inspire acts of kindness.

Solution:

We created the short film “Wings”, telling the story of an elderly man who lost his wife and the meaning of life, and a young girl from a poor family caring for her sick mother. They are united by loneliness and pain.

The symbol of the film is a drawing of a bird with one wing — a metaphor that no one can “fly” without support.

The visual language of the film is warm and dramatic, with atmosphere conveyed through details: old belongings, an empty bed, and an unpaid utility bill.