Progressive Productions

Production Services in Hungary & Austria

Case Overview – Project headline and key visual

Gucci

Gift Campaign

A photo from the Gucci Gift campaign showing a model leaning out of a train carriage window while it snows outside.
Cover still from the Gucci Gift 2022 campaign photoshoot. This page is a case study of the Hungary-based railway photoshoot, featuring finished campaign images, behind-the-scenes media, location case studies, shoot logistics insights, and production context.

Credits

Image gallery from the Gift Campaign

  • A photo from the Gucci Gift campaign showing models walking along a station platform beside a vintage train while carrying signature Gucci bags.
  • A photo from the Gucci Gift campaign featuring two models seated at a table in the train’s dining car, enjoying pastries with their Gucci bags beside them.
  • A photo from the Gucci Gift campaign featuring two models seated in a vintage train compartment, with one holding a Gucci bag.
  • A photo from the Gucci Gift campaign showing two models standing beside a snow-covered train, each carrying vibrant Gucci handbags.
  • A photo from the Gucci Gift campaign showing a model standing in the doorway of a vintage train, dressed in a yellow checked suit and holding a structured Gucci tote.
  • A photo from the Gucci Gift campaign featuring two models seated in a vintage train cabin, each holding structured black Gucci bags with glossy finishes.
  • A photo from the Gucci Gift campaign showing models seated at a dining car table beside the window as a waiter in a white jacket serves a plated dessert.
  • A photo from the Gucci Gift campaign featuring a waiter presenting patterned Gucci loafers on an ornate silver tray inside the vintage train.
  • A photo from the Gucci Gift campaign showing two models seated at a dining table on the train as a waiter pours drinks beside a white bamboo-handled Gucci bag.
  • A photo from the Gucci Gift campaign featuring two models inside the train, dressed in embellished evening looks with sparkling jewelry.
  • A photo from the Gucci Gift campaign featuring two models framed in a train window, wearing bold fur and tailored looks with oversized Gucci eyewear.
  • A photo from the Gucci Gift campaign featuring models leaning from a train window, wearing colorful silk headscarves as a printed Gucci scarf billows beside them.
  • A photo from the Gucci Gift campaign featuring a model standing in the narrow train corridor, wearing an open-back black dress with a gold chain-strap Gucci bag.
  • A photo from the Gucci Gift campaign showing models boarding a snow-covered train, carrying black GG-monogram travel bags and luggage.
  • A photo from the Gucci Gift campaign showing a model walking along the station platform beside a vintage train as a porter pushes a luggage cart stacked with Gucci bags.
  • A photo from the Gucci Gift campaign showing a close-up of a model wearing a GG-monogram belt with a silver buckle over tailored suiting.
  • A photo from the Gucci Gift campaign showing two models standing beside a snow-covered train, each wearing shimmering looks and carrying pink quilted Gucci bags.
  • A photo from the Gucci Gift campaign featuring dogs seated inside the train, dressed in pieces from the Gucci pet collection beside a GG-monogram travel bag.
  • A photo from the Gucci Gift campaign featuring a model inside the train holding a green leather Gucci bag against ornate vintage curtains and tableware.
  • A photo from the Gucci Gift campaign featuring two models inside the train, dressed in embellished looks and holding a cream GG-monogram bag and a bright red textured Gucci handbag.
  • A photo from the Gucci Gift campaign showing models running along the station platform, each carrying small pink Gucci bags.

Case Overview – Campaign Scope & Distribution Context

Every November, Gucci reveals its yearly selection for the holiday season via its Gift Campaign. In the two months following its release, the campaign’s photos flood Gucci’s website and social media, as well as fashion magazines’ holiday guides. Furthermore, a short film is also made yearly to set the campaign’s theme and mood. All of this was produced in 2022 in Hungary by MAI Productions, who entrusted Progressive Productions with the local production and location services.

Case Media – Campaign Film Narrative & Mood (Video)

GUCCIGIFT (Director: Jordan Hemingway, DOP: Rob Hardy)

Case Highlight – Travel Theme & Heritage Revival

The central motif of the 2022 Gift Campaign was travel - in both space and time. This was achieved thanks to the Majestic Imperator, a vintage train from Austria, and the selected products in the spotlight. Gucci revived some of the brand’s most successful items from the 50s and 60s, which were featured alongside Gucci’s more contemporary 2022 collections.

Case Media – Footwear Focus Within Travel Theme

A photo from the Gucci Gift campaign showing a close-up of models’ footsteps on the station floor, highlighting white and black Gucci sneakers with bold graphic details.
The modern pieces of the campaign seamlessly blend in with Gucci’s well-known timeless design (Photo: Carlijn Jacobs; ©Gucci)

Service Differentiation – Railway Shoot Planning Expertise

Over the years, we have become specialists of railway productions which is why we knew that the first step was to find train stations that fitted both the creative concept and the production requirements. We already knew in advance what the most important questions are when planning a railway shoot. At the station are there overhead lines and sufficient space to build a large scale base? Does the chosen train fit the station’s track gauge size? Is there an adequate source of electricity? How can the carriages be stored or moved on location? - And the list goes on. As we have already had to deal with such questions many times in the past, we could provide well-researched answers, set-ups and options within hours of the very first call.

Case Media – Large-Scale Railway Base Setup

Lighting rigs and crew equipment set up beside the vintage train at a rural railway station during the Gucci Gift campaign.
One of the few train stations where such a large technical base can be built and that is less than an hour’s drive from Budapest

Location Case Study – Controlled Railway Station Set & Safety

The photos of the campaign were mainly taken inside the train, but to make this possible, we had to create a completely controlled environment outside of the carriages. Pásztó Railway Station provided the perfect solution for this, where we could use 3 platforms and the surrounding areas exclusively. This way, we were able to guarantee safety, privacy and free movement between the base and the train.

Case Media – Additional Campaign Product Range

A photo from the Gucci Gift campaign showing a close-up of Gucci Beauty products arranged on a polished wooden surface beside scattered domino pieces.
The Gucci Beauty products were also part of the Gift Campaign (Photo: Carlijn Jacobs; ©Gucci)

Shoot Logistics – Multi-Unit Coordination at Major Station

The selection’s entire photo, film and social media material was made simultaneously, which resulted in 3 completely independent units working at the same time. Executing the coordination of the units was especially vital at the Keleti Train Station, where we had the least amount of time available. This uniquely beautiful station has preserved its original design from 1884 and is Budapest’s largest and busiest travel hub.

Case Media – Large-Scale Station Entrance Lighting

Large lighting rigs and diffusion screens set up in front of the illuminated main entrance of Keleti Railway Station during the Gucci Gift campaign.
The station’s grandiose main entrance was an unmissable feature of the shoot

Location Case Study – Railway Station Closure & Privacy

Thanks to the Hungarian Railways' much praised flexibility, we were able to partially  close the railway station for multiple days and the central train hall completely for the duration of the shoot, thereby ensuring complete privacy and sufficient time for each department.

Case Media – Large-Scale Station Hall Set

Crew members and technical equipment positioned inside the main hall of Keleti Railway Station, with the vintage train on the platform during the Gucci Gift campaign.
The central hall was long enough to enable parallel work for the film and photo units

Campaign Context – Related Film Project Overview

However, this is only half of this special project’s story. Next to the photo shoot, the main focus was on producing the short film, which had its own interesting challenges. You can read more about this in our moving image references section.

Call to Action – Get in Touch

If you are planning your next project or have any questions regarding railway shoots, don’t hesitate!
Send us an email at:
info@progressiveproductions.eu

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