GIFT

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.

The film shoot took place at two locations: the Keleti Railway Station in Budapest and at the train station of 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 no 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.

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 from the train onto the tracks covered in snow. Next to simulating the snow and snowfall, the carriages also had to reflect a wintery environment. Cleaning up all this was quite the challenge, we even had to use special equipment provided by the fire brigade.