Yandex Search

OCTOPUS

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Client: Yandex

Agency: -

Director: Konstantin Sobol

The challenge: Create a film that lands precisely within Kazakhstan’s cultural context and feels not like a “regional adaptation,” but like a genuinely local story.

The solution: We chose to build it not from advertising clichés, but from real life. Together with local writers, we gathered situations, phrases, jokes, and everyday details that a Kazakhstani viewer recognizes instantly — from the language of search queries to cultural references and the atmosphere of home.
The key was not to fall into a collection of obvious “Kazakhstan” symbols. So we worked in a subtler way: through familiar daily life, bilingualism, character behavior, and cultural details that make the film feel alive and truly local. The result is a video that does more than talk about search — it speaks to the viewer in their own context.