Introducing our first-ever fashion EDNA-torial... We've pushed the boundaries of what's possible in fashion image production by visiting four virtual countries in a single day — all from the comfort of Production Park's studio in Yorkshire. No flights. No jetlag.

We’ll take you behind the scenes of our shoot to show you how we harnessed the power of Virtual Production to create a set of contrasting, high-quality, highly believable images.

Virtual Production is widely used in film and television to digitally recreate any location background and display it on LED screens in a purpose-built studio.

Our shoot involved creating AI backdrops that were made into 2.5D worlds and placed onto a huge, curved LED backdrop, and all the other elements of the shoot were completely 3D and real! 😃

The true magic happened when the backdrops were married with scene-specific lighting and props in the mid-ground and foreground, this was the key to blending the virtual with reality.

To hit the ground running on shoot day, we had a setup day first to map out and test each lighting rig along with the props. This meant on shoot day – just one day – we could capture all four locations.

On the day we travelled from the warmth of a desert sunrise to the cool serenity of a mountain range, then ventured into the heart of a metropolitan skyline, and finally, finished with sandy toes and sunburn.

It was incredible to see how each virtual location brought a different mood to the shoot, allowing us to capture a truly diverse range of fashion imagery and overcome a plethora of challenges.

The artistry of our styling and beauty team shone through as they created looks to match each virtual set. From bold cosmopolitan pops to overheated chic, each finished look tells its own story.

This experience has broadened our creative horizons (pun absolutely intended!).

We’ve learnt so much along the way. We’d recommend one or two destinations for your next campaign rather than a full world tour in a single day! Most of all, it’s shown us how limitless our creativity can be when paired with the latest technology.

In Virtual Production, the world is our set, and we’re excited to continue exploring this innovative way of storytelling in future campaigns. And maybe one of yours?

You can see the full case study over in our work section of the site. (Or click here to go straight there.)