Victory Day Flash Mob

To commemorate the anniversary of Azerbaijan’s Karabakh victory, Pasha Malls aimed to reinforce a sense of unity and national pride while creating a viral moment that would resonate across the country. The objective was to align the brand with national sentiment and solidarity, amplifying its emotional connection with the public.

In collaboration with the renowned tenors of the Azerbaijan State Academic Musical Theater choir, we orchestrated a powerful flashmob performance of “Azerbaijan” by Müslüm Magomayev, a celebrated state artist. The event was meticulously planned over a month and executed during Victory Day week across all 7 Pasha Malls shopping centers.

A key highlight of the performance was the synchronized lowering of the national flags from 10 to 20 meters, creating a striking and emotional visual moment. The entire production was captured by 6 cameras and a dedicated crew of 20, ensuring a high-quality and immersive viewing experience.