A MOMENT OF REFLECTION

OBEYING RULES, DEFYING RESTRICTIONS

When Covid rules looked as though they were lobbing an almighty spanner in the works, we caught the airborne tool in the nick of time. We’d been tasked with the job of producing an image for a bridal wear campaign that, in less trying times, would have been well within our comfort zone. But we were forced to rethink.

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Busy going nowhere

We couldn’t access the location we wanted to. And we couldn’t have the number of people we’d ordinarily use on set.

The answer? CGI.

Our approach, though, was every bit as meticulous and methodical as usual. With a set builder’s mentality, we set about creating mood boards and style sheets. We custom-built all aspects of the set digitally: the textures, surface materials and interior composition.

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Beautiful but rule-compliant

Sticking religiously to the strict Covid guidelines set out by the industry bodies, we photographed the model at our studio using a reduced team. 

To stay true to what we captured in the studio, we recorded camera data and the lighting set-up to ensure our virtual build was entirely consistent with that. 

Everything was bound seamlessly together by skilful compositing and subtle colour grading.

You would never know. But you do now.

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