Marks & Spencer-owned clothing brand Jaeger has shot its upcoming summer campaign at Team ITG’s 30-000 square-foot marketing studio in Birmingham.
Completed in two days, the ‘British Road Trip’-themed campaign made use of a range bespoke virtual production screens to re-create fully-functioning location scenes of the beach, the countryside, a garden party and a London mews street.
The use of Team ITG’s ‘Capture’ facility for the quick-fire production process showcases the venue’s credentials as a driver for more sustainable campaigns, helping brands avoid jet-set on-location shoots.
This latest shoot produced stills and moving image content for Jaeger’s upcoming women and men’s wear ranges, set to be rolled out across all key customer touchpoints including store windows, in-store point-of-sale, online and digital.
“Virtual and extended reality productions are set to be transformational tools for the future of marketing, enabling high complexity, high-cost campaigns to be made simple in one location at Capture in a more cost-efficient way,” Team ITG creative officer and managing director of Capture, James Chittenden said.
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“Eliminating the need to fly products and models out to exotic locations is a huge benefit for brands driven by sustainability, making campaigns easier, more efficient, and climate-friendly at a time when budgets are being squeezed.”
Opened last spring, Jaeger is the latest major brand to make use of Team ITG’s extensive facility for its marketing and advertising productions – with KFC notably shooting its Platinum Jubilee campaign at Capture last summer.
M&S and Jaeger head of marketing brands, Lawrence Christensen added: “Content-rich campaigns are highly sought after by retailers with a constant need to keep consumers engaged across all channels, physical and digital.
“The ability to produce and localise large volumes of content quickly and efficiently from a two-day shoot is hugely beneficial and the Capture virtual production studio enables the customisation and creativity our campaign needed. The state-of-the-art Capture facility is a marketer’s dream, helping creative teams to bring their ideas to life and produce eye-catching content, all in one place.“
