For Ienki Ienki’s new winter campaign, we created two hybrid environments that blur the boundaries between digital and physical space.
Digitally generated landscapes were projected onto one of London’s largest immersive production screens, while sculptural inflatable elements inspired by the Ulises universe were physically built and placed in the foreground for the shoot.
This digital–physical–digital process allowed the collection to be photographed inside fully realized worlds, where virtual imagery and tangible set design coexist seamlessly, highlighting Ienki Ienki’s designs within surreal yet grounded environments.
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These questions became the guiding principle of a process that played with dualities — digital and tangible, imagined and built, projected and inhabited. Rather than choosing one mode of creation, we designed environments that could live simultaneously in both realms, enhancing the storytelling of Ienki Ienki’s remarkable winter collection.
Our first challenge was to envision worlds that could be crafted digitally and then translated into physical sets for photography, only to be brought back into the digital space as part of the final campaign imagery. This cyclical flow — digital → physical → digital — became the conceptual backbone of the project, allowing each environment to feel expansive, hybrid, and cinematic.
To achieve this, we developed two distinct universes specifically to showcase the collection, where the refined design language of Ienki Ienki garments would coexist in harmony with surreal, inflatable forms drawn from the Ulises universe — our own visual lexicon of soft, sculptural elements that feel both alien and familiar.
The process itself was deeply iterative and research-driven. Each universe began as a background generated digitally using AI tools, designed to evoke atmospheric landscapes layered with texture, mood, and optical depth. These digital backdrops were then projected onto one of London’s largest production screens — a high-resolution LED surface capable of creating fully immersive environments for live shooting — so that the models and physical elements could exist ‘inside’ the universe rather than in front of a green screen.
These inflatables were handcrafted to interact seamlessly with the projected environments, resulting in a fluid dialogue between tangible form and virtual space. Every shot therefore became a synthesis of physical presence and digital atmosphere, capturing textures, shadows, and reflections that felt authentic because they were physically present during the shoot.
The result is a series of campaign visuals in which the winter collection doesn’t simply sit against a backdrop, but inhabits a world - one that feels both extraordinary and grounded, where cutting-edge digital imagery and tactile craftsmanship reinforce each other. In these hybrid environments, the sophistication of Ienki Ienki’s design language is highlighted by the immersive narratives we created, illustrating how fashion, architecture, and digital art can merge into a compelling visual experience.
Yes - set designs can be conceived to live across realities. And through a careful process of projection, physical fabrication, and iterative design, we revealed environments where the boundaries between what is real and what is imagined become beautifully, intentionally blurred.
