Projects

BAQYT

Projects

To create a cohesive album concept and build a unified visual–narrative campaign that reflects the journey of a person moving to a big city in pursuit of their dreams. The task was to capture emotions of growing up—fear, doubt, longing, and personal evolution —through a series of interconnected music videos.

Challenge

Numbers

Creative Concept & Music Video Trilogy

Client: Sadraddin
Creative studio: Artjaq
Role: Creative direction, production, concept development

30,000+

Total comments

114,000,000

Total views

2024

Release date

Execution

Music Video 1 — Jauap Barma
A warm, familiar home that is difficult to leave.
The moment when the road calls, but letting go is painful.

Music Video 2 — Taxi
A taxi ride as a metaphor for growing up: thoughts about fears, doubts, choices, and the pain of change.
The ending reflects the realization that old fears must be left behind.

Music Video 3 — Aq Koilek
The phase of adapting to the big city.
Stories hidden in everyday work life.
The struggle to stay true to your dreams and not lose yourself.

We developed the concept “Baqyt” — a story of the path almost everyone takes when they leave their childhood home and head to the city for a better future.
Instead of standalone videos, we created a trilogy, where each music video is a chapter of one bigger journey.

Idea

1. Music Videos as Chapters

3. Additional Materials

2. Cross-Video Structure

The trilogy created a strong emotional resonance with the audience.
Each music video amplified the previous one and grew anticipation for the next.
The concept allowed the album to be perceived as a complete narrative, rather than just a collection of songs.

To build a complete world of the album through three-part storytelling — from home → to the journey → to the city.
Each video functions both as a standalone piece and as a part of one continuous story the audience wants to follow to the end.

Strategy

Impact

Content

Team

Creative Director & Director: Askhat Bayanov
Producer — Nurila Shakirova
Production — Artjaq
Brand Partnerships Manager — Azamat Demegen

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