All At Once
The video pictures the Russian market of small and medium-sized businesses as a gypsy one – grotesque, noisy and chaotic. An entrepreneur has to overcome difficulties that the main antagonist – the Boss – is responsible for. The Boss is a vivid representation of the government and monopolies. He terrorizes local businesspeople by demanding bribes, robbing the spots and bogarting other businesses. So, it’s Russia as it is. However, we believe that together we can make it right. That’s the way Tochka expresses their mission – to inspire and support entrepreneurs.
Emir Kusturica directed the video; his art had brought the gypsy market to life with all the aesthetic and conceptual details.