Producer Lev Khayznikov captures things as a profession; not in any literal sense but rather in that he has a keen ability when it comes to the right people, the right place, and the right time to communicate what we want our lives to look like. That’s not typically how you describe a producer but Lev is not a typical producer. As a producer at STEREOTACTIC (Moscow’s biggest production company https://left.stereotactic.ru/en/ ) Lev’s work with international companies like Hyundai, Miller beer, and other communicates that he is skilled enough to work on some of the biggest campaigns but Mr. Khazynikov perceives his natural talent as the ability to capture a “slice of life” in just a few minutes by working with others whom he respects. To envision a “moment” is one thing but to actually comprehend (with a team) how to manifest this as an emotional touchstone for a large audience takes real creativity and practical skills. To transform our lives into what we want them to be is a formula which includes inspiration, information, and commitment; these words characterize the commercials which Lev produces and the manner in which he enables their creation.
The word inspiration deserves repeating. When advertising is at its best, it allows the public to glimpse a better and more fulfilling life for themselves. When talented artists create these moments, the creativity and emotion is both easy to perceive and highly effective. In a series of commercial spots for PIK, one of the largest real estate developers in Russia, Khayznikov worked with director Gina Onegina to capture serene and harmonious moments which illustrated a style of living in PIK complexes. Conveniences such as fun playgrounds, cafes, grocery stores, and others found in the company’s buildings allow for a pace that is simultaneously relaxed and more intriguing. Watching these ads, you might expect that they was easy to shoot and depict this pleasant environment; you’d be grossly mistaken. Like an intricately choreographed ballet, every moment is planned with great scrutiny. Lev is known throughout the industry for his ability to comprehend his director’s ideas and demonstrate something akin to precognition in avoiding impediments. He relates, “Scouting and casting are a given with any commercial shoot. It’s just as important to quickly perceive how your director and DP work together, what their process and tendencies are. You’ve also got to think on your feet. I remember working on a spot for Beats headphones with Tampa Bay Lightning’s Mikhail Sergachev and we had to change a scene right on the spot; every shoot has a scenario like this; you have to be prepared to find a solution and do it fast. The PIK shoots were no different but when you watch them, everything is calm and serene.”
One of the most powerful motivators for change was the pandemic lockdown. With time on their hands and the online realm the only tool for connection and growth in so many lives, the online school Netology provided the instrument of that change for immense numbers of people. Russia in particular found new hope in this online venue. “Teach You Something New”, produced by Lev for Netology, led the charge as many people perceived the “light at the end of the tunnel” in 2021. “Teach You Something New” amassed over seven-million views on YouTube with thousands more added each day. The fast paced action of this one-minute long production ranges of samurai sword wielding young women to middle aged father’s holding their sleeping child to anxiety riddled young professionals in an office setting. The overall theme was to grasp for the change you want in your life and it spoke loudly to an eclectic demographic. However, that same stress is not always avoidable when manifesting a production like this. The bulk of the work on “Teach You Something New” was done during the holidays from the end of December through January. When the DOP fell ill as the shoot was about to begin, it was a scramble to find a replacement of high caliber. These are aspects which producers expect and the very best of them handle with grace and a cool head. Lev confirms, “In this business, you learn that adapting is one of your most important traits. I think that the ability to be calm in any situation is also one of the essential components that I bring to my work. If you have the desire to make every project as good as it can possibly be, regardless of budget and timing, you are well suited to be a producer. I burn to achieve that on every project and I’m willing to work 24/7, including holidays, to achieve that.” The juxtaposition of the two commercials presented here demonstrates this commitment on the part of Lev Khayznikov. They could not be more disparate in mood and yet they are both strikingly memorable. Thanks to the producing talent of Mr. Khayznikov, remembering how these commercials make you feel is equally easy and enjoyable.
Writer: Coleman Haan