Don’t Get Tired (Charchamang)

In its summer advertising campaign, Uzbek home appliance retailer ISHONCH highlighted real stories of ordinary people dealing with the exhausting heat. With this project, we wanted to say to these everyday heroes: “Charchamang!”— which literally means “Don’t get tired!”. This phrase expresses deep gratitude for hard work and is commonly used everywhere, especially during the summer heat. We truly hope they don’t get tired, as throughout the day they barely have time to cool down.

Armed with several VHS video cameras, we spent a few days in natural, real-life settings, documenting the lives of people across Uzbekistan during the scorching season. The edited footage vividly captures the constant hustle of Uzbek streets, emphasizing that even in summer there is no pause. Sun flares, harsh shadows, and warm color grading create an intense sense of relentless heat.

A bold techno soundtrack combined with sharp editing conveys the feeling of a techno party under the burning sun. As you watch and listen, you inevitably start repeating the refrain “Charchamang — Don’t get tired”, which builds to a climax together with the music. Traditional instruments add a layer of Uzbekistan’s rich cultural heritage. This energetic track was performed by LOUD373, a rising star of the Uzbek electronic music scene, making their debut to a wider audience.

Awards:

White square (Belarus)
BRONZE
Mass Media Contest / L1 Film
GOLD
Craft / J4 Cinematography

Ukrainian Creative stories (Ukraine)

GOLD
CRAFT/TECHNOLOGY / B01-09. EDITING
SILVER
CRAFT/TECHNOLOGY / B01. FILM CRAFT
BRONZE
FILM / A01-15. CULTURE & LOCAL
BRONZE
FILM / A01-04. RETAIL

Ad Black Sea (Georgia)

SILVER
H/09 EDITING
SILVER
G/08 TV & CINEMA

Agency:

Synthesis

Creative Director – Farrukh Sharif
Client service director (CSD) – Alina Mirzaeva
Creative copywriter – Sergey Gorobtsov
Copywriter – Shirin Yusupova
Art-director – Timur Aitov
Designer – Artur Salamov
Account Manager – Yulia Gerasimova / Darya Gerasimova

Production:

Abstract

Producer – Bekzod Abduvaliev
Director – Ivan Proskuryakov
1st AD – Lera Popova
DOP – Boris Litovchenko
VHS Operator – Khodzhiakbar Lutfullakhodzhaev
Focus Puller – Otabek Yoldoshbekov
Gaffer – Denis Tabaev
Line Producer – Kamila Mevlyudova
Production Designer – Helga Geller
Costume Designer – Shakhnoza Muratova
Props Master – Aleksey Kozlov
Editor – Khodjiakbar Lutfullakhodzhaev
Color grading – CVET Color Grading Studio
Post-production manager – Karina Tadjieva
Sound engineer – Akbar Yusupov
Location Manager – Muzaffar Yusupov
Set Admin – Raffael Gabdurahmanov
Set Admin Assistant – Dennis Sharipov; Amir Shabanov
Casting Director – Anita Borisova
Casting Director Assistant – Davlat Norbutaev
Camera Rental – ShB Rent
Light Rental – Bayramfilm