Tinkoff Bank invited ASK LAB to develop a social media campaign promoting the exhibition "Diversity. Unity. Contemporary European Art" at Tretyakov Gallery, for which the bank acted as a sponsor. At the center of the exhibition was the idea of freedom, a subject that had already become increasingly difficult to address directly in Russia by 2021. Rather than communicating the theme through explicit statements, we chose to explore it through personal metaphors and symbolic narratives.

For three days, the bank placed actor and brand ambassador Yura Borisov at our disposal, allowing Creative Directors Anatoly Shabalin K. and Dima Chyornyy to develop a series of conceptual scenes examining different forms of individual freedom. A collection of custom-made objects and narratives transformed Borisov into a chair providing comfort to others, a candle illuminating the way forward, and a globe without borders. One of the central pieces featured a reconstruction of the Berlin Wall integrated into a ping-pong table, where Borisov played against himself, turning division into a metaphor for internal conflict. Anatoly created sculptures and furniture. Dima Chyornyy documented the project and directed a series of short films that expanded the campaign across social media. The resulting body of work generated significant attention across digital platforms and cultural media, demonstrating how visual storytelling can address complex ideas through symbolism, humor, and contemporary art.