Weight of Pain

Creative idea

The Weight of Pain project presents child abuse through the metaphor of an invisible burden children carry every day. Based on three real stories, the short film visualizes fear and trauma as heavy backpacks shaped like homes, schools, and kindergartens — places where children are supposed to feel safe. Through this emotional and symbolic storytelling, the project allowed adults to see the problem for the first time and gave children a voice to speak out against violence.

Brand name: National Agency for Social Protection
Advertiser / client: National Agency for Social Protection
Product / service: National Agency for Social Protection
Campaign name: Weight of Pain
Agency network: INDEPENDENT AGENCY
Agency: Synthesis agency
Additional company: National Agency for Social Protection
Web address: https://vimeo.com/1089693714
Agency chief executive officer: Alina Mirzaeva
Executive creative director: Sergey Gorobtsov
Creative director: Farrukh Sharif
Account director (agency): Julia Gerasimova
Film production: Khabi Media
Director: Lado Kvataniya
Director of photography: Vladimir Ushakov
Screenwriter: Lado Kvataniya
Agency producer: Nelya Akhmedova, Khabibullo Nabiev
Post production producer: Kamoliddin Xamrayev
Additional company: Director – Oloyorov Mansurbek Polvonzoda First Deputy Director – Shakhnoza Mirziyoyeva Head of PR & Communications of NASP, Press Secretary – Dilfuza Ruzmetova Andrey Gubaidullin – Creative Director Denis Eliseev – Creative Director Lado Kvataniya — Executive Producer Alexey Yandovsky — Production Designer Maria Gracheva — Set Decorator