Armenia - Union of Generous Land and Human Talent
How does one describe a country with its ancient history, rich heritage and exquisite culture, its natural beauty and open hearted people in just a few minutes? By telling a story and showing a glimpse of what is there to be seen.
Armenia - Union of Generous Land and Human Talent” is all about that. The ability to capture the essence of the country’s spirit and present it to the viewer.
The task at hand was to build a creative concept, which would allow to portray the country in its diversity, at the same time incorporating brand values of Yerevan Brandy Company. A careful choice of locations, scenery, as well as traditional and modern cultural trends was necessary to help portray the vision we had in mind.
The storyboard
Preparation of a detailed storyboard was essential, as the time was scarce and all points should have rapidly been agreed with the client before the start of the shootings. Featuring all the highlights, main locations and scenery of the future film, the storyboard helped make the creative concept more tangible and refine some aspects in accordance with the client’s wish.
The locations
Once the storyboard was approved and all disputes settled the shooting process commenced. Within just 10 days professional crew of videographers worked at 8 locations, handpicked  to picture the cultural diversity and heritage of the country, while the other crew visited the most remote corners of Armenia capturing the stunning beauty of the land from a bird’s-eye view. Historical monuments withstanding centuries, pagan temple, ancient churches, insurmountable peaks and gorges, unearthed for the curious viewer’s eyes.
Negotiations with all selected parties were held to acquire permission for filming as well as due contractual documentations were drafted and signed, providing the rights for the use of the footage.
The music
Selection of the musical composition to help assemble all pieces of the video, giving it that refined look and feel, was the next challenge to overcome. After hours of search, “New day” by Vahagni was selected, completing the final preparations before proceeding to the editing stage.
In a very short time negotiations with the artist for copyright acquisition were held, all necessary contractual documents signed and stamped.
In the end...
Once all planned shootings were completed and the soundtrack selected, the professional crew of editors assembled the puzzle of cadres, each shot fitting exactly to the rhythm and dynamic of the soundtrack. Over the course of the editing process, several draft versions were presented for the choice of the client to make sure all requirements and wishes were taken into consideration.
Finally, the colorists placed the final touches and the film was ready to stream.

The project was created and developed by Yerevan Brandy Company.
Executed by PAN Photo

Director: Vahan Stepanyan
Producer: Gayane Igityan
Writers: Grigor Atanesian, Gayane Igityan, Vahan Stepanyan, 
Director of Aerial Photography: Davit Abrahamyan / DroDrone
Director of Photography: Narek Martirosyan
Additional video footage: Karen Khachatryan, Yerevan Brandy Company archives
Storyboard: Khoren Matevosyan
Editor / colorist: Karen Melkumyan
Music Composer: Vahagni 
Soundtrack: New Day by Vahagni, from the album “Solitude”, © Vahagnimusic 2011

Special Thanks
• “Erebuni” Historical & Archaeological Museum-Reserve
• Mesrop Mashtots Institute of Ancient Manuscripts
• Opera and Ballet National Academic Theater of Armenia after A. Spendiaryan
• Martiros Sarian House-Museum
• Sergei Paradjanov Museum
• Cafesjian Center for the Arts
• Arthur Melkonyan’s cross-stone workshop
• Ruben Malayan
• UWC Dilijan College
• TUMO Center for Creative Technologies
• TUFENKIAN Carpets
• Flying Ostrich by Dolmama

© All copyrights belong to ‘’Yerevan Brandy Company’’ CJSC.

THIS MATERIAL RELATES TO THE ALCOHOL AND SHOULD NOT BE VIEWED BY ANYONE BELOW THE LEGAL AGE OF ALCOHOL PURCHASE IN THE COUNTRY OF VIEWING.
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