Virtual production is transforming industries by merging the power of technology and creativity. We recently embarked on an ambitious AI-powered virtual production shoot, titled Round the World in a Day. This groundbreaking project showcases the potential of AI backdrops and 3D elements to reimagine what’s possible within a single day of production. To bring our vision to life, we collaborated with Helen McGuckin—a talented fashion stylist whose work seamlessly tied together the dynamic creative elements of the shoot.

We sat down with Helen to explore her experience working on the project, the challenges she faced, and her perspective on the future of virtual production in fashion styling.

"Honestly, I was a bit confused at first. The idea of switching backdrops, environments, hair, makeup, and tech so frequently throughout the day seemed overwhelming. Would there even be time to make everything cohesive? But I trusted the team and focused on perfecting the styling boards to align with the brief. To answer the second part of your question—no, I had never worked on an AI shoot before. That’s part of what made me so excited and intrigued—this was entirely new for me."

"The AI backdrop changes completely altered how I approached styling. I wasn’t just dressing for one environment—I had to create looks that were effective in their current setting, but also ready to adapt when the environment shifted to something completely different. It was a fascinating challenge, requiring extra focus on props and details that would hold up editorially across all settings. For me, it was about maintaining the story without anyone looking or feeling out of place."

"The energy in the studio was incredible—there was this collective sense of awe. Despite a demanding schedule, everything was organised and ran smoothly, thanks to teamwork and collaboration. For me personally, seeing the outcomes from each department come together so beautifully was a big highlight. Another takeaway was just observing the technical team and their lightning-fast integration of AI elements. It left me inspired to deepen my understanding of AI tools for my freelance styling projects, which I’ve already begun experimenting with."

"My biggest challenge came even before we started—I had a nightmare moment when my car broke down on the way to the shoot! Arriving late felt like the worst-case scenario, but luckily, I was prepared, and we managed to set up quickly and smoothly.

The other challenge was ensuring I didn’t overdo the styling. Virtual production shoots allow for so much visual experimentation that it’s tempting to include everything. But part of my job was to make sure the looks didn’t overpower the story. Fortunately, Courtney (Art Director) and Helen (Production Manager) loved the extra details I’d added, which gave me the green light to take some creative risks."

"They’re fantastic—a perfect blend of high-fashion editorial and rich storytelling! The photography’s consistency ties each narrative together, yet still lets each location stand out through subtle details like the haziness of the sun or the frost of the snow. The casting was also spot-on. Lara’s performative expressions gave life to each image, elevating the narrative.

One of the most impressive parts was how seamless it all looked. You wouldn’t immediately notice AI was involved at all, which is why EDNA’s behind-the-scenes video is so exciting—it helps explain and demystify the process."

"AI offers so many exciting opportunities for fashion stylists. It’s invaluable for idea generation, mood boarding, and achieving environmental versatility. It allows us to reimagine how we create fashion imagery through experimentation—breaking boundaries of what’s been done before.

That said, it’s important to be mindful of AI’s environmental impact. Sustainability is key in today’s fashion landscape, and while AI offers greener alternatives to certain traditional production methods, we still need to study its broader impact to ensure it doesn’t cause further harm."

Virtual production is clearly more than a fleeting trend—it’s a dynamic shift that is redefining creative industries. Helen McGuckin’s experience highlights both the incredible opportunities AI brings to fashion styling and the challenges that come with it. From creating adaptable looks to balancing technological experimentation with sustainable practices, virtual shoots are pushing the boundaries of what’s possible in editorial storytelling.