Progressive Productions

Production Services in Hungary & Austria

Case Overview – Project headline and key visual

COS

AW21 Campaign

A photo from the COS AW21 campaign featuring a male model posed against a minimalist backdrop, with strong shadows shaping the face and tailored outerwear.
Cover image from the COS AW21 campaign photography. This page is a case study of a Budapest-based fashion production for a global campaign rollout, featuring the campaign’s photography, social media content, fashion film material, runway presentation footage, location case studies, production and shoot logistics, and production insights including sustainable green production practices.

Credits

Image gallery from the AW21 Campaign

  • A photo from the COS AW21 campaign featuring a close-up of a model against a brown backdrop highlighting a sculptural gold COS earring.
  • A photo from the COS AW21 campaign featuring a female model in a light grey tailored suit standing against a textured backdrop with bold shadows.
  • A photo from the COS AW21 campaign featuring a model in an olive coat and tailored trousers posed against a red backdrop with bold shadow lines.
  • A photo from the COS AW21 campaign featuring a female model in an off-white textured knit top posed against a deep blue backdrop.
  • A photo from the COS AW21 campaign featuring a female model in a long patterned dress carrying an oversized white bag against a textured backdrop with deep shadows.
  • A photo from the COS AW21 campaign featuring a male model in a white T-shirt seated against a shadowed backdrop.
  • A photo from the COS AW21 campaign featuring a female model in a structured black cape-like top posed against a deep blue backdrop with bold shadow lines.
  • A photo from the COS AW21 campaign featuring a male model in a dark navy overcoat standing against a pale backdrop with strong geometric shadows.
  • A photo from the COS AW21 campaign featuring a male model in an off-white textured fleece jacket with bright blue zip pockets, posed against a muted, softly lit backdrop.
  • A photo from the COS AW21 campaign featuring a model in an oversized leather bomber jacket layered over a ribbed cream sweater, holding a structured black bag against a softly lit studio backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a black tailored coat standing against a textured backdrop with patterned shadows.
  • A photo from the COS AW21 campaign featuring a female model in a soft blue knit sweater holding a yellow accessory against a dark backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a light knit sweater and wide-leg tailored trousers standing against a graphic shadowed backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a sharp black suit standing against a pale backdrop with graphic diagonal shadows.
  • A photo from the COS AW21 campaign featuring a female model in a grey pinstriped suit and knit turtleneck standing against a shadowed textured backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a light grey ribbed sweater seated in a chair with his cast shadow visible on the wall.
  • A photo from the COS AW21 campaign featuring a model in a crisp white shirt and beige tailored trousers posed against a soft neutral backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a brown textured cardigan and grey turtleneck standing against a softly wrinkled backdrop.
  • A photo from the COS AW21 project featuring a model in a blue tailored coat and black top, posing in dramatic sunlight against a textured grey backdrop.
  • A photo from the COS AW21 campaign featuring a model in a structured black blazer, sheer bandeau top, and pleated maxi skirt, standing against a textured concrete backdrop.
  • A photo from the COS AW21 campaign featuring a female model in a structured beige top and trousers posed against a deep teal backdrop with strong shadows.
  • A photo from the COS AW21 campaign featuring a model in a black tailored vest and wide-leg trousers seated on a chair in strong graphic light.
  • A photo from the COS AW21 campaign featuring a female model in an oversized brown knit and pleated skirt standing against a pale backdrop with strong shadow lines.
  • A photo from the COS AW21 campaign featuring a male model in a dark tailored jacket and black turtleneck posed against a deep blue backdrop.
  • A photo from the COS AW21 campaign featuring a male model in a checked wool overshirt and dark knit standing in dramatic shadowed light.
  • A photo from the COS AW21 campaign featuring a close-up of a male model’s face in dramatic shadowed light.
  • A photo from the COS AW21 campaign featuring a male model in a textured patterned jacket standing in dramatic angled light.
  • A photo from the COS AW21 campaign featuring a male model in a blue-and-white brushed knit sweater standing against a textured dark green backdrop.
  • A photo from the COS AW21 campaign featuring a model in a dark draped top and tailored trousers standing against a textured light wall.
  • A photo from the COS AW21 campaign featuring a model in a deep-V sleeveless black dress holding a structured black tote, standing against a sunlit rust-colored backdrop with strong shadow lines.

Campaign Context – Global Launch & Fashion Week Exposure

COS envisioned a large-scale campaign for its AW21 collection, which was executed in Budapest in collaboration with Progressive Productions. The collection’s clothes, accessories and the majority of the produced photos were revealed to the public during the London Fashion Week. In the weeks running up to the event, selected photos also appeared on the streets of countless large cities, such as New York, London and Tokyo just to name a few. These photos and videos could be found worldwide in every format and size, ranging from small scale posters and Instagram posts to the enormous screens at Piccadilly Circus, for example.

Production Logistics – International Cast & COVID Travel Conditions

As the creative concept of the women’s and men’s collection coincided, they decided to photograph these simultaneously. As a result, 15 models arrived for the three-day shoot from all around the world, which gave a truly diverse look to the campaign. Amidst all the global travel difficulties due to COVID-19, this international collaboration was made possible due to Hungary's open travel policy. Business related travel has remained unchanged and restriction-free in Hungary since the beginning of the pandemic.

Case Media – International Model Diversity

A photo from the COS AW21 campaign featuring a model in a vibrant blue textured sleeveless knit alongside another model in a taupe turtleneck sweater and pleated black skirt, shown in a diptych-style composition with soft studio shadows.
It was a great experience to work with models from all around the world, from Ethiopia to China

Shoot Logistics – Parallel Photo and Video Production

The creative vision of each collection’s photo and video material also corresponded, so these could get produced parallelly. This led to more complex logistics to manage and synchronize the shoots happening at the same time on multiple sets. However, this also enabled us to make the most of the time each model could spend at the location, which was beneficial when working with such high-profile models as Jodie Turner-Smith, Manny Jacinto and Janaya Future Kahn.

Case Media – Fashion Week Runway Visual Integration (YouTube)

COSTHE COLLECTION'S LAUNCH IN LONDON

COS — THE COLLECTION'S LAUNCH IN LONDONOpen on YouTube
THE COLLECTION'S LAUNCH IN LONDON

Location Case Study – Location Selection & Distinct Architectural Setting

During pre-production many different filming locations were discussed, which went smoothly thanks to our in-house Location Database. We were able to recommend numerous unique locations, among which the Bálna was finally chosen. The Bálna is one of Budapest’s iconic buildings that combines modern and classical architecture on the Danube bank. The building is entirely covered in glass, resulting in it casting countless unique shadows in its interiors, which were given a central role in the campaign. For the photo shoot, we rented out four entire floors of the Bálna, which enabled us to create studio-like conditions.

Case Media – Interior Location Character

The location of the COS AW21 photoshoot, showing the interior of the Bálna building, with its geometric glass-and-steel structure casting strong linear shadows.
Thanks to the location being fully covered in glass, we could use natural daylight from sunrise to sunset

Service Differentiation – Analog Film Production Expertise

The video material of the campaign was not recorded in usual contemporary digital formats but on 16mm film. With Hungary’s wide range of film industry professionals, there was no challenge in setting up a camera crew with more than 10 years of experience filming on 16mm film.

Case Media – Fashion Film of the Campaign (Video)

PROGRESSIVE PRODUCTIONSCOS AW21

Production Insight – Project Context & Green Production Capability

All things considered, the project was able to get executed in Hungary due to the fortunate alignment of many components. The country’s central location and its open business travel policy were key, as well as us being able to quickly find a location that perfectly fitted the campaign’s creative concept. Last but not least, it was essential for us to have a lot of experience in carrying out Green Productions, which is by now an industry standard. So when COS requested the production to give special attention to being environmentally conscious and sustainable in alignment with their founding philosophy, we could offer our tried and tested Green Production Service.

Call to Action – Get in Touch

We are always excited to hear about new projects so if you have anything in mind, don’t hesitate to contact us!
Please send us an email at:
info@progressiveproductions.eu

A Division of Progressive Productions