The story premise is that valuable gold bars prefer to be Russian Nika timepieces. In order to realize this, the gold will secretly transform inside a vault, but wont be "caught in the act" by the security guards; only the customer will get to have a Nika timepiece on their wrist.
Trizz aimed to embed bits and pieces of cultural references in this visual transformation. We searched out elements that reminded us of Russian architecture and design, Constructivism and graphic representations of machines and their parts - the kinds of images that historically transformed industrial Russian (and most other) society. We also refer to a visual maximalism - and not just the "Bling" Russians love, but the passionate workers belief and hope to transform themselves socially upwards. Thus, the Nika watch is a goal and status marker for cultured, up and coming lawyers, doctors and professionals - exactly the target market Nika is aiming for in this cinematic commercial.