03/03/2026
It’s kind of mind-blowing: this is all AI.
One of the hardest tasks for a director is to build a story driven by a character’s inner experience.
To visualize the invisible: someone else’s pain, weight, and hidden emotions — and to do it in a way that instantly reaches the viewer on the other side of the screen. So the story lands through feeling.
I’m proud to share the director’s cut of our new spot from the national campaign for Phlebodia 600.
It’s built on a simple, relatable insight: a young woman wants to move freely and wear her favorite shoes. But because of varicose veins, she feels as if heavy weights are chained to her legs. The central metaphor is a marble statue whose legs are bound with a chain. The statue mirrors a posture familiar to many women living with varicose veins: legs raised to help blood flow and ease symptoms. Yet the metaphor isn’t brutal — it’s poetic.
Look closely at the backlight pouring through huge windows, the texture of the dress in motion, the emotion on the actress’s face, and the complex VFX simulations of chains breaking apart.
No shutting down museum halls at the Hermitage or the Pushkin. No multi-million sets, casting marathons, heavy prosthetic makeup, or months of traditional CGI rendering.
Neural networks allowed us to deliver highly demanding art direction at the intersection of fashion aesthetics and classic pharma storytelling.
AI today isn’t just “playing with pictures.” It’s a full-fledged, controllable tool for solving serious business challenges — and for creating cinematic visuals that stand up to national broadcast.