Love is the beginning (MATURE)

The team at CLAN had an idea for a non-commercial project about sex they wanted to debut on Valentine’s Day 2019.   Then they were awarded a huge rebranding project for Match TV that sidelined this effort.  Amidst this commercial project whirlwind, they almost forgot about L愛VE.

A year and some change passed, the branding project finished, and Valentine’s Day 2020 was quickly approaching.  The Google Doc with their brainstorm of ideas about love and sex was revitalized with a new deadline on the horizon.



Five Designers and one Creative/Art director quickly edited down their over 30 ideas to 20 and began animating.  There wasn’t a strict outline, just the common theme of love, sex and the many things in-between as the compass. Each team member worked intuitively on 2 – 3 scenes.  Some pieces were instant successes and others needed tender care until the end.

The final piece is composed of 13 scenes paired with an intentionally unrelated voiceover reminding us that love comes in varying shapes, sizes, and doesn’t always make perfect sense.

The love continues… Here are some scenes that did not make the final cut:




The Clan team wrote the following blurb:

People say there was no sex in the USSR. The word ‘sex’ is considered to be something really private and secret, not to be talked about in public. This message is about strong sex-related taboos, even in modern-day Russia. But love will never disappear. Make diverse love all year round: at home, in a movie theater, in a furniture store, in different countries, with any mindset.

Manifesto / Description:

As a teenager unintentionally just by intuition draws a DICK on his desk at school we tried to close this art gestalt through a compilation of sexual sketches. Collection of love installations, an orgy of meanings, a simple and sensible dialogue reminds us that love is different, that love is the beginning of all good things in the universe.


Anton Shavkero
Alex Gorin
Iliya Korolev
Ivan Rys
Zinnur Mustafin
Yuriy Adam

Daruma Audio