Belstaff
A virtual production journey.
Brief
Belstaff, the renowned fashion retailer specialising in the ultimate all-terrain, all-weather outdoor clothing, approached Seventy7 with a visionary challenge: to conduct a location shoot spanning multiple environments while avoiding the logistical, weather-related, and budgetary constraints typically associated with such productions. The objective was to craft an immersive, futuristic world inspired by Icelandic landscapes to serve as the backdrop for showcasing Belstaff’s iconic products.
Action
We wanted to create an innovative approach to the shoot, blending the physical and virtual realms to create an immersive and photorealistic environment that went beyond the limitations of traditional location shoots. We did it by merging virtual content with practical set builds and projection techniques. This allowed the team and models to interact with the environment in studio, bring the virtual locations into a more real feel. The digital team worked alongside photographers and stylists in real time, ensuring the vision was executed flawlessly.
Result
The blending of innovative virtual production techniques and creative expertise yielded bold results. Belstaff’s vision of an otherworldly, Icelandic-inspired environment came to life in every set.
With 21 distinct virtual locations, we provided an unmatched level of versatility and creative freedom, creating a cohesive and compelling visual narrative. The final imagery seamlessly blended the real and virtual worlds, a testament to the power of collaborative creativity.