Media Objective
The main goal is to create an original series of videos about paranormal entities inhabiting the Moscow Metro. The work will be executed in the style of analog horror.
These videos will:
1) immerse the viewer in the atmosphere of analog horror (VHS, pseudo-documentary, instruction manuals)
2) build a recognizable authorial lore centered around the Moscow Metro
3) cultivate a community interested in «living» within this mythology.
Fundamentally, the media aims not only to scare the viewer but also to create the sense that ordinary public transportation is a living, dangerous organism.
Themes
Segment: analog horror / urban legends / creepypasta
Niche topic: original supernatural entities inhabiting the Moscow Metro.
Within the «Underground Archive, ” original stories will be featured alongside reinterpretations of urban legends.
Creatures developed specifically for this project will be categorized by their classification, behavior, survival rules, and connection to real-world stations/lines.
Competitors and Analysis
Doctor Nowhere
Format: YouTube, analog horror focusing on paranormal entities
Strengths: strong visual style, virality, recognizability
Weaknesses: lacks local attachment to Russia/Moscow
Magnetoshakhtinsky Oblast
Format: YouTube, analog horror, fake emergency service instructions about paranormal entities. Strengths: Russian language, pseudo-documentary style, system for classifying entities. Weaknesses: Different location (a fictional region), no subway.
Conclusion: Most creators focus on different paranormal entities. No one is occupying the intersection of «original analog horror + Moscow Metro + Russian-language pseudo-documentary style.»
Distribution Channel
Primary channel—TikTok.1) The short format is ideal for «archive clips» ranging from 15 to 60 seconds
2) The algorithm effectively promotes niche horror content
3) Brand recognition is easily built through series (e.g., «Entity #03. Station…», «Survival Guide, ” etc.).
Additionally:1) YouTube Shorts for cross-promotion
2) The Telegram channel «Underground Archive» for long lore entries, maps, entity classifications, and community engagement.
Target Audience
Person 1. «The Night Rider» (C2C)
Muscovite, 18–28 years old, who often travels on the subway late at night.
«When I ride alone in a nearly empty car, I want to feel a slight rush of adrenaline and the sensation that the city around me is alive and dangerous.»
We can offer content directly connected to his reality and needs.
Character 2. «Analog Horror Enthusiast» (C2C)
Already watching Doctor Nowhere, the Magnitoshakhchinsk Oblast, and Mandela Catalogue.«I want a new, high-quality, original lore—not endless reposts and explanations of other creatures.»We offer original creatures that might appeal to you.
Person 3. «Urban Folklore Researcher» (C2C)
Interested in the real myths of Moscow, abandoned places.«I want familiar metro stations to gain a new, original mythology—one that someone can believe in, at least for the duration of viewing.»We offer content similar to urban legends.
Unique Selling Proposition
«The only Russian-language analog horror that transforms the Moscow Metro into a fully realized ecosystem of original entities.»
The key differentiators of the «Underground Archive» from other media products are its original creatures, its connection to real-world stations, its style of «archival briefings and memos, ” and the serialized nature of its lore—the viewer gradually pieces together the world.