Dialog X5

Creative Direction · Art Direction · Concept · CG Lead · Creative Production

Show how X5 Dialog supports three audiences working in goods movement, category analytics and shopper analytics. Each has different needs, all addressed by one product. The advertising explainer had to bring these capabilities together in a single story. The finished film is used on the service’s website.

Spheres became the foundation of the visual language: a simple metaphor for goods. The same shape could stand for bread, water, sugar or milk, allowing us to explain assortment and data without relying on specific packaging. We initially planned to represent shoppers as people. The client had no approved character style, so we replaced them with shopping baskets. The story remained understandable without showing human characters.

The script was the most challenging part. We needed to balance the client’s requests, the needs of different audiences and the production budget while keeping the film clear and well made. I developed five versions of the script. Storyboard artist Polina Selezneva and I developed the storyboard together. I defined the visual direction, assigned tasks to the 3D motion designers, gave feedback and approved their work, guiding materials, lighting, animation and composition. The team produced the 3D scenes. The sphere metaphor emerged at the start and remained through to the final film. We generated the music in Suno and recorded the voice-over at a voice-over studio.

Client: X5 Retail Group. Product: X5 Dialog. Studio: Red Collar. Script, visual direction and production supervision: Anton Maydurov. Storyboard artist: Polina Selezneva. 3D / Motion Design: Ilona Morozova, Kristina Valikova. Project manager: Lera Koshechkina. Music: generated in Suno. Voice-over: recorded at a voice-over studio.