inlab has launched Buckle Up Your Dreams, a road-safety campaign for inDrive in Kazakhstan that encourages drivers and passengers to wear seatbelts by focusing on the personal goals and ambitions they seek to protect.
The work addresses a widespread habit among drivers and passengers, including those traveling in the back seat, of not fastening seatbelts because they believe they are unnecessary or that an accident is unlikely to happen.
Rather than using statistics or conventional safety warnings, the campaign centers on the dreams people carry with them and presents the seatbelt as a way to protect the future they are working toward.
At the center of the campaign are three 30-second films featuring characters in their own “museum of dreams,” a dreamlike space displaying objects linked to their ambitions. As each character shares their aspirations, the space collapses and the objects shatter before the films ask viewers, “What is your dream?”
The films conclude by showing the characters fastening their seatbelts and end with the message: “Buckle up. Buckle up your dreams.” The question also extends across the broader campaign, inviting people to reflect on their own aspirations and what they want to protect.
AI was used alongside live-action footage during production. The project was developed in collaboration with director Ashot Gevorkyan, a global ambassador for Higgsfield, while inlab’s in-house designers created AI-generated sequences depicting the characters’ dream worlds collapsing.
The production approach reduced investment by at least five times compared with a traditional live-action production of a similar scale, said the release.
Credits
inDrive team
Marketing Director EMEA & APAC: Anna Migal
Senior Brand Director: Mikhail Chernyshev
Marketing Lead: Aliaksey Pontus
Marketing Managers: Kalamkas Seipoldayeva, Saina Kupriyanova
Media Lead: Aigerim Meiramkulova
Senior Media Manager: Olga Golubok
Digital Media Manager: Farukh Sydykov
Content Marketing Manager: Temirlan Yermekov
PR Lead: Sergey Avakyan-Rzhevskiy
PR Manager: Aida Naizabekova
inlab team
Creative Team Lead: Eugene Gavrilchenko
Senior Creator: Olga Travina
Senior Creator: Irina Shamgunova
Director of inlab: Mikhail Naliukhin
Marketing Communications Manager: Assel Nurkabayeva
Senior Marketing Communications Manager: Altan Baishev
Marketing Communications Team Lead: Maria Lebetskaya
Producers: Xeniya Andreenko, Akerke Damenova, Max Lyapin, Alimzhan Alimbaev
Video Production Team Lead: Lana Lee
Web Digital Producer: Nataliya Bogdanova
Designers: Evgeniy Gurenko, Adal Nurov, Arina Ivanova
AI Artists: Sergei Gerasimov, Adal Nurov, Kirill Maksimchuk
Director of Photography: Roman Milovanov
Director: Ashot Gevorkyan
