One of the most challenging part during speaking about brand is communicating with town residents, that are not into business, nor working with the social institutions that affilate with agency. To believe in what brand had to offer we needed them to listen to the same people, whom they know. That's how we got an idea to make short videos about people, sharing their personal thoughts on the lakes around Monchegorsk. To make these videos real and honest, we found a talented director, born in Monchegorsk, who willingly accepted our idea and filmed 12 unique videos about common people from town, most of whom he knew personally. It was Nikita Filatov, young director currently living in Moscow.