Progressive Productions

Production Services in Hungary & Austria

Case Overview – Project headline and key visual

GIFT

Gucci

Thumbnail from the Gucci Gift campaign that plays the project video when clicked, showing a model in a warmly lit train compartment with mountains outside.
Cover still from the Gucci Gift campaign film. This page is a case study of the Hungary shoot for the 2022 holiday campaign, featuring the campaign film, finished campaign stills, behind-the-scenes media, production logistics, on-set technical solutions, SFX work, animal welfare practices, and credits.

Case Overview – Campaign Structure & Hungary Shoot

The Gift Giving Campaign is a yearly recurring element of Gucci’s marketing, which takes over all of the brand’s communication channels in the period leading up to the winter holidays. Part of the campaign is a photo series, as well as a short film, the latter of which provides the campaign’s foundation. Every part of the campaign was shot in Hungary in 2022 with Progressive Productions providing local production and location services.

Case Media – Campaign Style Still

A photo from the Gucci Gift campaign featuring two models seated at a dining-car table in a vintage train, styled in Gucci clothing and accessories.
The photos were taken by the immensely talented Carlijn Jacobs (©Gucci)

Case Highlight – Campaign Narrative & Creative Leadership

The theme of the campaign was travel, echoing the glory of a bygone era. In the story, the destination is unknown, so the focus shifts onto the journey itself. This is why the film focuses on the glamorous Austrian Majestic Imperator train, which was brought to life by the director Jordan Hemingway and the director of photography Rob Hardy with the use of 35mm film and the help of 16 models.

Case Media – Production & Set Scale

A behind-the-scenes photo from the Gucci Gift campaign showing the crew and models in the set covered in fake snow.
Equipment and experienced film crews are both available in Hungary to shoot on analog film

Shoot Logistics – Remote Base Camp Infrastructure

The film shoot took place at two locations: Keleti Railway Station in Budapest and the train station in Pásztó, which is an hour’s drive away from the capital. The strength of the latter location was its isolation and emptiness, however, this made it necessary to construct a completely self-sufficient base camp on an area of 10,000 sqm (107,000 sqft), which had its challenges since there was neither electricity nor water available on site. Commercial frame tents tailored to each department’s individual needs and state-of-the-art trailers formed the backbone of the base. Also, we covered the entire area with high-speed internet and utility services.

Case Media – Production Base Camp Infrastructure

A behind-the-scenes photo from the Gucci Gift campaign showing the production base and the vintage train used as the main set.
The entire area of the base exceeded 10,000 sqm (107,000 sqft)

Production Challenge – On-Set Technical Solutions

During the shoot, we applied various unique technical solutions to simulate the train’s movement and changing environment. For example, we built equipment to rock the train while standing still, and used special lamps and various types of backgrounds as well. For the latter, a unique solution was to project a digital background for which a small-house-sized frame with blackout curtains, had to be built next to the carriages.

Case Media – Digital Backdrop Construction

A behind-the-scenes photo from the Gucci Gift campaign showing the exterior of the digital backdrop box built beside the vintage train.
Thanks to the station’s features, constructing a scaffolding right next to the carriages did not raise any technical or security issues

Production Challenge – Fake Snow SFX

One of the SFX team’s tasks was to create a winter environment at the otherwise blooming Pásztó train station. The scene that required the most preparation was the film’s final scene in which the passengers hop off the train onto the tracks covered in snow. In addition to simulating snow and snowfall, the carriages also had to reflect a wintry environment. Cleaning up all this was quite the challenge, we even had to use special equipment provided by the fire brigade.

Case Media – Fake Snow SFX On-Set

A photo from the Gucci Gift campaign featuring models in Gucci clothing and accessories beside a vintage train on a platform covered in snow.
The fake-snow covered rails and carriages (Photo: Carlijn Jacobs; ©Gucci)

Production Challenge – Shooting with Animals

The holiday selection also included items from Gucci’s Pet collection. After multiple rounds of casting auditions, finally, a few corgis and a Biewer Yorkshire terrier got chosen. We followed the highest standards to ensure the well-being and protection of the animals. With this in mind, we created a designated area for them to rest between takes and provided them with an on-set animal trainer, handlers and a vet. 

Case Media – Animals On Set

A photo from the Gucci Gift campaign featuring dogs in a vintage train cabin wearing pieces from the Gucci Pet collection alongside a Gucci travel bag.
We paid extra attention to the scheduling of the pets to minimize the workload on them (Photo: Carlijn Jacobs; ©Gucci)

Case Highlight – Photo Series Reference

All of the campaign's elements appear in the film, but it's the photo series that focuses more on the details of the selection. Among our still references, you can find the photos and a few more interesting facts about the whole project.

Call to Action – Get in Touch

We are always on the lookout for our next adventure, so if you have a project in mind, don’t hesitate!
Drop us a line at:
info@progressiveproductions.eu

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