Here's to
the fabulous!

Here's
to the fabulous!

creative campaign

The Ukrainian clothes brand CHER'17 just dropped its first-ever plus-size collection, and guess who played fairy godmother at the project? None other than Oleksandra Zaritska, the lead singer of the KAZKA music band.
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The idea to expand CHER'17's size range had been in the works for a while, spurred on by customer demand. However, it was the collaboration with Sasha Zaritska that motivated Tetiana Parfilieva, the co-founder of the brand, to take action and finally bring the idea to life. Sasha wasn't just a muse – she dove headfirst into the whole designing shindig. Turns out, being a popstar isn't her only talent. She spilled the tea on her own style struggles as a plus-size girl, and together, they cooked up some fashion magic.

Cher17, a renowned brand of women's aesthetic clothing, came to us with a mission to rock the fashion market. But little did we know that this collab would become the talk of the town in Ukrainian advertising history.

"Let your charming kilos hit the dance floor, jingle with joy, and shine brighter than anyone expects"

Declare the heroines of the campaign, led by Sasha, in the body-positive video "For the Fabulous."

CAMPAIGN

In the commercial, Sasha and the gang talk openly and throw in a bit of humor, addressing stereotypes about curvy shapes.

This video is our love letter to the fabulous plus-size girls.

We aimed to capture these incredible ladies just being themselves, hoping to inspire them to embrace and flaunt those curves proudly. The text and plot of the video are inspired by conversations with Sasha Zaritska about her relationship with her body, full of twists and turns. This emotional video was shot in a 9:16 format.

We also added key visuals to the campaign featuring our fabulous girls in CHER'17 x KAZKA looks.

Key Visuals

CREATED BY

Client — CHER’17
Co-founder & creative director CHER’17 — Tanya Parfileva
Co-founder CHER’17 — Ivan Kryshtal
Creative producer CHER’17 — Eugene Taller
Brand manager CHER’17 —Viktoria Holoborodko
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Agency — Drama Queen Creative Director — Anna Goncharova  Senior copywriter — Lera Semenets Account manager — Anastasia Belan

Production — @tv_lab
Director — Indy Hait
EP — Oleksandr Khmyrov  Producer — Kyrylo Buniak
PA — Marharyta Voronova  
Director Assistant — Sokolova Dariia
1st AD — Dzen Evstigneikin  Production designer — @jupiter_art_production 
Stylist — Pavlo Baklagin 
Stylist’s assistants —Julia Frantzus, Valeria Fesiuk 
MUAH — Dasha Taivas
MUAH assistants —Sabina Gakhramova, Yana Tsisaruk
PM — Oleksiy Yemelyanov 
FC — Sergey Kochura 1st AC/Loader — Sasha Martinyuk
2 AC — Vova Tonkonogov 
Gaffer — Leonid Sidorenko
DIT — Eli Tyler  
Dolly — Vlad Foris  
Equipment — Patriot rental  Steadicam — Anton Lukashenko Admins — Ivan Shemelin 
Location manager — Viktor Shava  Casting director — Lora Ponomarenko 
Casting assistant on set — Chornobrovkina Sandra 
Set photographer — Alena Tim  Shot on 16 mm @kodak_shootfilm  Lab — @cinelab_romania
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Post-production — tvlab
Edit — Indy Hait
Colourist — Olha Korzhynska
VFX — Indy Hait & Maksym Arseniuk  
Music — Sergi Ermolaev (Ranov) / RUNSTAR
Post-production Producer — Dima Malyi

Talents — KAZKA, Sophia Voznyak, Daria Rodkevych, Anastasia Reshetnyak, Viktoria Malook, Viktoria Navolneva, Olga Mamontova, Lada Vysotska, Maria Leshuk, Viktoria Shagli, Danylo Kolomiets, Dmytro Svyatov, Igor Tartynskih, Karamanets Alena, Lukashenko Artem, Kobakovych Oleksandra, Andriy Komarov

Equipment — Patriot rental  Steadicam — Anton Lukashenko Admins — Ivan Shemelin 
Location manager — Viktor Shava  Casting director — Lora Ponomarenko
Casting assistant on set — Chornobrovkina Sandra
Set photographer — Alena Tim  Shot on 16 mm @kodak_shootfilm  Lab — @cinelab_romania

Post-production — tvlab
Edit — Indy Hait
Colourist — Olha Korzhynska
VFX — Indy Hait & Maksym Arseniuk
Music — Sergi Ermolaev (Ranov) / RUNSTAR
Post-production Producer—
Dima Malyi

Talents — KAZKA, Sophia Voznyak, Daria Rodkevych, Anastasia Reshetnyak, Viktoria Malook, Viktoria Navolneva, Olga Mamontova, Lada Vysotska, Maria Leshuk, Viktoria Shagli, Danylo Kolomiets, Dmytro Svyatov, Igor Tartynskih, Karamanets Alena, Lukashenko Artem, Kobakovych Oleksandra, Andriy Komarov