OUR UZUM

Problem

Uzum wants to be seen not just as a set of services (marketplace, delivery, installments, bank), but as an ecosystem that connects people across the country. However, typical ads often feel impersonal and disconnected from real life, making it hard to build trust and show the true value of the service through real people.

Task

Create a visual campaign that shows the people behind Uzum — real employees, partners, and users from different regions. The aim is to reflect the scale of the ecosystem and its true value through authentic stories and genuine portraits.

Solution

We organized a shoot across six regions of Uzbekistan (Tashkent, Samarkand, Bukhara, Khiva, Andijan, Nukus), covering 1,600 km by land and 960 km by air. In 12 days, we captured 37 heroes — employees, partners, and users of Uzum. Not professional models, but real people in their everyday lives. The result is a series of authentic images that show one clear message: Uzum is made by people, for people.

Release date: September 2024 – December 2024