The inspiration for this campaign was drawn from the archives of nature itself, snow-capped unreachable mountains, mountaineers and forms of natural beauty in all its transformations.
The contrasts between the fine, mesh and sharp, strong ropes in the photos reflect the distinctive variations of structures in this universe.
This campaign was also inspired by the first female mountaineers. The women's earliest experiences in 1975 strongly inspired Zhilyova to visualize the power inherent in the mindset and physicality of these mountaineers.
This campaign carries a valuable message about the importance of escaping unwanted slavery to achieve the highest good.
Zhilyova carries the meaning of the key realization of one's own power and striving to be unlimited and achieve the set goal.