The promo film was created to spark curiosity among young people and introduce them to a new word — sublimation. At the core of the concept lies the metaphor of the sublimation process itself: the transition from one state to another, an act of inner rebirth.
The language of the film is light — ligniting, dissolving, and reshaping everything it touches. It becomes a symbol of change, energy, and renewal, embodying the spirit of the sublimation.
To add emotional depth, we brought back Kumush Razzaqova’s iconic track Unutma Meni (1986), reimagined with a fresh sound to connect generations and create a bridge between past and future.
After the film’s release, the festival drew an unprecedented audience. For many, it was the first time they saw that Uzbekistan can host modern, world-class festivals — vibrant, alive, and unforgettable.