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The Sweetshop London has signed visionary creative collective , whose work stands out for its distinctive storytelling and visual innovation. 

Having witnessed a decade of rising oppression in their native Russia, Ataka51 channelled that stifling atmosphere into their art, creating works as unsettling as they are original. Now based in Paris, the collective is tremendously excited about working in a new environment, bringing their unique perspective to new projects and collaborating in a spirit of openness and creativity, "We think a lot. And we talk a lot. This collaboration of diverse minds allows us to approach briefs from multiple perspectives, uncovering a spectrum of possibilities and narratives."

The collective's inception was sparked at renowned film schools in Moscow, laying the groundwork for their foray into avant-garde filmmaking. Drawing inspiration from cinematic pioneers like Chris Cunningham, Jonathan Glazer, and Stanley Kubrick, they seek “to create magic and craft new worlds,” exploring the human condition through innovative and unconventional lenses. They carve beauty from dystopian imagery, exploring the space between truth and fiction, blurring the line between the two through experimentation in form and visual effects.

Exploring the UK's strong advertising and creative writing tradition is a venture Ataka51 eagerly looks forward to being a part of. “The UK is known for its cultural and artistic expression, its music, film, and art. This influences and feeds its advertising and creative writing… something we are hugely excited about.”

The Sweetshop UK is thrilled to embark on this journey with the collective. Executive producer Morgan Whitlock conveyed, “The work that inspired me to get into this industry and has continued to feed my passion for it has always been defined by its bravery and invention.” He cites the technical innovation of Singing in the Rain, the surreal and cinematic world of Guinness' Surfer, the rule-breaking of Cadbury’s Gorilla, and the fusion of music and cinema in BBH’s early films as examples. “I cannot think of a better example of bravery than Ataka51’s continued exploration of theme and form in the face of their homeland’s political situation and moving across a continent to pursue their dream.”

With the filmic collective onboard, The Sweetshop UK is set to chart new territories in advertising, promising experiences that linger and provoke thought long after the screen fades to black. Morgan shared, “I am really excited to see what Ataka 51 will create when their innovation and exploration are embraced by the brilliant agencies we have here in London.”