Gucci

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.

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.

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.