"Russian Design" — Alexander Vasin talks about filming a music video for the film "Lepota"

Contents:

• Beginning: "We'll tell you a story about Russian design"
• Song recording: "The land is Russian, the antique is narrow"
• Preparing for filming: "Everything in my head is according to Tschichold"
• Props: "A Russian point is not measured by a yardstick"
• Filming and editing: "From the shin to the thigh, an Adidas stripe"
• Premiere: "Severe luxury - magnificent"

This fall, Bang Bang Education released a research film called "Lepota." In this 39-chapter project, Russian designers and studios presented their unique perspectives on Russian visual culture. Participants are not limited to specific genres or styles, which gives each episode individuality and diversity. Each fragment of the film carries its own message, making it interesting for a wide audience passionate about art and culture. The film "Lepota" offers viewers a deep dive into the contemporary perception of Russian aesthetics through the prism of various creative approaches.

How can we preserve cultural identity in an era dominated by the cult of visual perception? Have we stopped rejecting our past in design—or perhaps learned to embrace it? Which symbols of the 2000s and 2010s can become modern metaphors, such as the matryoshka doll and the ushanka hat? Is a Russian designer associated with professionalism, exoticism, or economic gain in the international market? It is important to realize that preserving cultural identity is possible through reinterpreting traditional elements and adapting them to modern realities. We must find a balance between respect for historical heritage and the desire for innovation, creating works that not only reflect our culture but also generate interest beyond our borders.

Bang Bang Education is an educational platform offering a wide range of courses and learning materials. Our goal is to provide high-quality education accessible to all. We focus on modern teaching methods and relevant topics to help our students develop the skills they need for career success.

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The film left a lasting impression on us, and we asked Alexander Vasin to share details about the filming of his segment. For this part, he assembled the comedy group "Izhitsa" and performed the song "Russian Design" with them. This creative process was interesting and exciting, which added a special atmosphere to the film.

The founder of the Groza.design studio and the head of the children's design school "SHUM", together with Natalia Velchinskaya, organizes the annual international festival "Typomania". This festival is dedicated to typography and design, bringing together professionals and amateurs from around the world to share experiences and knowledge in the field of graphic design.

Beginning: "We'll tell you a story about Russian design"

In March 2021, director Natalia Klimchuk approached Alexander with an offer to take part in a film dedicated to the roots of Russian visual art. The task was to create a short video statement that had to meet the time limit of no more than two minutes.

The previous films had many memorable moments, and I realized that there was no point in competing with colleagues in the "expert speaks" genre, as there are specialists who do this much better. Then I came up with the idea of ​​recording a song, as it's a decision hardly anyone would dare to implement.

Alexander Vasin is a name associated with professionalism and a high level of competence in his field. He has established himself as an expert with deep knowledge and experience, which allows him to effectively solve complex problems. In his work, Alexander emphasizes quality and results, striving for continuous development and learning. His approach to business makes him a valuable asset to any team and attracts the attention of clients and partners. Alexander's expertise covers a wide range of topics, allowing him to stay ahead in a rapidly changing world.

The idea behind the video was to convey the history and experiences of Russian design through music, while also featuring attractive women.

The soloists were quickly chosen "Maria Dubrovina and Polina Larina demonstrated excellent vocal talent and had previously participated in the tragicomic opera Kolobok, which Alexander Vasin created for his friends. In the film, they perform as a fictional band with the amusing name Izhitsa, chosen in honor of one of the most unsuccessful pseudo-Russian fonts. However, a problem arose: the brief clearly stated that the video should be two minutes long, whereas the song "Russian Design" turned out to be four minutes long.

I approached Natasha Klimchuk with the request: "Can we record a song?" She liked the idea, especially after I sent the first four lines, which came to me almost immediately. Soon, I completed the entire text, performed it with a guitar, and sent it back to Natasha. Her reaction was enthusiastic: "This is wonderful." "Sasha, the chorus is amazing, I'm thrilled."

I was concerned that our song, instead of the planned two minutes, was four, but I'm grateful to Natasha and her team for their understanding and willingness to accommodate me by agreeing to this length. After approving the sketch, I gathered the girls, and we went to the studio to record.

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Recording the song: "The Earth is Russian, the Antique is Narrow"

Alexander, with a musical education and experience participating in a school rock band, faced a lack of experience in sound recording. First, he turned to his friend, designer Sergey Emelyanenko, who helped with the arrangement and creation of a rough recording. The beat was created using keyboard strokes and Sergey's voice, who also played the balalaika. This experience became an important step for Alexander in the world of music and sound recording.

The final recording was made in the home studio of sound engineer Petr Chernienko. During the work on the track, an electric guitar was added, performed by Alexander. Also joining the recording was accordionist Sergei Maksimkin, whose instrument enhanced the emotional charge of the chorus. This collaboration significantly enriched the sound of the composition and made it more memorable.

Preparing for filming: "In my head, everything is according to Tschichold"

Alexander has experience working on the news design program "72 Points". However, creating a video requires a completely different approach and skills.

Initially, I considered the possibility of filming outdoors. However, it soon became obvious that this required significant effort and expense. An amateur camera is not suitable for outdoor filming - a professional film crew is required, which increases the cost of the project. As a result, this approach can make the video too complex and cumbersome.

I adhere to a minimalist approach, which is typical for designers, and chose the principle of "effective, but simple". I initially approached fellow producers working on major films, but soon realized their services would be too expensive. So, I decided to seek advice from my friend Boris Bendikov, a talented photographer with whom I've collaborated on numerous successful projects. I asked him for recommendations on shooting music videos.

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Boris is a professional photographer who works in a photo studio. His photography experience was a key factor in choosing the right studio for the video shoot.

Upon arriving at the studio, we found a room equipped with a chroma key. All the walls were painted green, allowing us to film people against this backdrop, which we could then replace with any other. This technical capability became the basis for a new genre of video: we simply jump against the green walls and then add various backgrounds. It's reminiscent of the design process: when we receive text and images, we have a specific format, and the material itself often determines the artistic solution. Chroma key opens up new horizons for creativity, allowing us to create unique visual stories and experiment with various effects.

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The filming was produced by Daria Andreeva, an experienced specialist in film production and Boris's colleague. Her professional skills and extensive experience allow her to effectively manage all stages of production, ensuring the high quality of the final product.

Dasha asked me, "Sasha, do you have a storyboard?" I replied, "What is a storyboard?" She explained that to create a four-minute clip, you need to visually depict each frame and describe what will happen. I was surprised, as I didn't know the importance of storyboards. Ultimately, I followed her advice and drew all the shots: where the close-up should be, where the medium shot should be, which moments the girls should perform, and which ones I should perform. On set, I realized that without this storyboard, the implementation of the idea would have been impossible. The storyboard became a key element in the video's creation process, ensuring clarity and consistency in the visual narrative. Alexander Vasin is a name that evokes interest and associations. In the worlds of business and creativity, he has established himself as a professional capable of achieving high results. His experience and skills allow him to successfully handle a variety of tasks. Alexander is actively involved in projects aimed at developing and optimizing processes. His approach to work is based on the analysis and implementation of innovative solutions. He strives for professional growth and continuous learning, making him a valuable specialist in his field. Interacting with clients and partners is also an important part of his work. Alexander has a knack for finding common ground with various audiences, which allows him to effectively manage teams and projects.

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Props: "A Russian point is not measured by a yardstick"

When creating the video, the main challenge was to keep it not only within two minutes, but also within a limited budget. Stylist Alexander Kaznacheevsky, who is a friend of Alexander's, played a key role in this process. He helped create the necessary images by selecting some costumes from his own stash, as well as borrowing things from friends and purchasing the missing elements.

My wife Natasha and I walked around the shops and bought a variety of jewelry and various little things, not knowing what exactly we might need. In one video, the girls sing in funny kokoshniks, and this inspired Natasha to order plastic placemats for the kitchen on Ozon. These placemats are designed to put plates on and keep the table clean. We bought several, cut them out with scissors, and ended up with some great headwear.

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In the second part of the video, a large tattoo with the inscription "Izhitsa" stands out on Alexander's chest. Renowned calligrapher Natasha Toropitsyna was invited to create it. She developed a sketch in advance and then transferred the inscription to Alexander's chest on set using a black marker. The tattoo became a striking visual element, emphasizing the character's individuality and adding depth to the video's plot.

Filming and editing: "From shin to thigh, an Adidas stripe"

The storyboard allowed everyone involved to understand what needed to be done. At the beginning of filming, Alexander sat at a table in a formal, old-fashioned suit, reminiscent of his look from the program "72 Dots." He rapped to a soundtrack, which required him to quickly master the lip-sync technique popular among TikTok users. Individual scenes were filmed with the participation of the girls, who also changed costumes. The entire filming process was carefully supervised by Boris Bendikov and editor Arseniy Nadeyev.

Borya and Arseniy actively participated in the filming process, asking questions about the close-up and suggesting new ideas. They didn't simply follow the script; they adapted it with professionalism and creativity. Their ability to quickly respond to changes and suggest filming sequences ensured the desired result. Their collaboration resulted in high-quality content that accurately conveys the vision.

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The filming was completed in just one day. Afterward, the source files were handed over to Arseny for editing. Alexander had virtually no interference in the process, as they had already successfully collaborated on the "72 Dots" project, and Arseny's professionalism was beyond doubt. The result of his work was an edited video, which was ready in just three days.

In my role as art director, I always rely on the professionalism of those I work with. This allows me to avoid overload and improve the quality of the end result. When creating the "Russian Design" project, each team member had freedom in their role, which contributed to the creative process. Arseniy performed at the highest level, and my proofreading was minimal. The entire edit was the result of his labor, which speaks to his high level of skill.

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Alexander has selected images for the montage that illustrate the main points. Among them, you can see the scandalous statue of Alyonka from Novovoronezh, an ancient church clad in siding from the Arkhangelsk region, a cobblestone street, and other absurd elements of Russian life. Arseniy added these images to the video during the post-production stage.

Premiere: "Rough Luxury - Magnificent"

The pre-premiere screening of "Lepota" took place on June 16 at the Oktyabr Cinema in Moscow. The film will be widely released as part of the autumn Beat Film Festival and will soon be available for online viewing. The film tells the story of the centuries-old pain of Russian design and concludes with the question: "How much more hasn't been designed?!" The film draws attention to important aspects of design and Russia's cultural heritage.

The creation of the video was the result of the collaborative work of a talented team of specialists. Each participant made a unique contribution to the process, which ensured the high quality of the final product. The work on the video covered various aspects, including the script, camera work, editing and music. This comprehensive approach made it possible to create a dynamic and memorable video that attracts viewers' attention and conveys the authors' idea.

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Maria Dubrovina is a talented vocalist with a unique voice and expressive performance style. Her musical style combines elements of various genres, allowing her to create unique compositions. Maria actively performs on stage, captivating audiences with her skill and emotional depth. Her work continues to inspire fans and attract new music lovers.

Polina Larina is a talented vocalist with an expressive voice and a unique performance style. Her musical repertoire spans various genres, allowing her to attract a wide audience. Polina is an active stage performer, demonstrating not only her vocal abilities but also her stage presence. Her career is ongoing, and she continues to develop as an artist, creating new musical projects and collaborating with other musicians.

Sergey Emelianenko is a professional arranger and balalaika master. His unique style and approach to music arrangement make him one of the most sought-after specialists in this field. Combining traditional Russian melodies with modern musical trends, Sergey creates original compositions that resonate with listeners. His work with the balalaika brings a unique sound and atmosphere to the music, making each performance unforgettable.

Sergey Maksimkin is a master accordionist with a unique performance style and high professional skills. His talent allows him to create unique musical works that captivate listeners. Sergey frequently performs at various events, demonstrating his skill and incorporating elements of folk music into his performances. His repertoire includes both classical pieces and contemporary compositions, making his performances diverse and engaging for a wide audience. Sergey Maksimkin continues to develop his skills and share his love of the button accordion with new generations of musicians.

Petr Chernienko is a professional sound engineer with extensive experience in the recording industry. His expertise covers a wide range of areas, including recording, editing, and mixing audio. Petr successfully collaborates with various artists and projects, ensuring high-quality sound and a unique sonic palette. Thanks to his attention to detail and deep understanding of sound technologies, he is able to create atmospheric and memorable audio products. Petr Chernienko's professional approach to sound makes him a valuable specialist in the world of sound engineering.

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Daria Andreeva is an experienced executive producer with extensive industry experience. She has successfully completed numerous projects, combining a creative approach and organizational skills. Specializing in production process management, Daria ensures high quality and efficiency in her team's work. Her professionalism and attention to detail allow her to achieve goals on time. Daria actively monitors the latest trends in the entertainment industry, which helps her create unique and engaging content.

Boris Bendikov holds the position of Supervisor. In this role, he is responsible for organizing and coordinating the team's work, as well as monitoring task completion and meeting deadlines. His experience and skills allow him to effectively manage projects and achieve high results. Boris actively collaborates with his subordinates, motivating them to achieve goals and develop professional skills. His leadership qualities and strategic approach to work make him an indispensable specialist in his field.

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Natasha Toropitsyna is a renowned tattoo artist with a unique style and experience creating custom skin artwork. She specializes in various tattoo styles, including realism, geometry, and abstraction. Her work is highly detailed and original, attracting clients and tattoo connoisseurs. Natasha pays special attention to each client, helping them choose the perfect design and ensuring a comfortable tattoo application. Thanks to her professionalism and creative approach, Natasha Toropitsyna has earned trust and recognition in the tattoo world.

We express our sincere gratitude to Anastasia Kudryavtseva and Yan Zisman for their significant contribution and support. Their professionalism and dedication played a significant role in achieving our goals.

Read also:

• Interview with Alexander Vasin: "Typomania" is a passion for letters, a passion for communications
• About news in pictures — Alexander Vasin's project #1day1news1picture