The Way of the Nomad

2025 · experience design

Role
Creative director, artist, screenwriter
Client
Ak-Sai Travel — the largest travel company in Central Asia
Format
Playable tour. Pilot in Kyrgyzstan
Year
2025

i spent months inside kyrgyz nomadic tradition — hundreds of documents, rituals, the small rules of hospitality — and then built a tour you play rather than watch. guests get role cards, drawn like tarot, each one holding a practice that is still alive. they go through a ritual and take their positions in the tour according to their cards — a game mechanic that carries you into full role immersion and helps tell this great story more profoundly. the guide moves through it as a kind of spiritual conductor. an elder hands you a fragment of a map after you've sat with her and learned to weave, and by the end you've assembled something nobody explained to you. this is the work where i stopped making images and started making the thing people walk around inside.

The Way of the Nomad — a dancer during the tour in Kyrgyzstan
The map guests assemble during The Way of the Nomad
The map. Guests assemble it fragment by fragment. guests receive fragments of the map as a reward for completed tasks, designed to immerse them in the lifestyle of a kyrgyz nomad and teach them invaluable skills. we created something absolutely unique for this region and for a large corporate tour — we found very authentic, still untouched places and people for immersion into such an experience. our tour feels less like a regular commercial tour and more like a real, sincere, artisanal encounter with the people of kyrgyzstan who have preserved their traditions from generation to generation.
A fragment of the map from The Way of the Nomad
A fragment of the map. Earned, not given. the goal of the game mechanics was to assemble the complete map and decipher the code of the nomadic civilisation — to figure out why it has existed for so many years and still continues to live on today.
Documentary stills from the tour The Way of the Nomad
Documentary stills from the tour The Way of the Nomad. guests noted this was the coolest immersive tour they had ever been on — the best way to see the country, the culture, and the people — and that they absolutely fell in love with kyrgyzstan, its history, and its traditions.

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