Neiman Marcus’ Fall 2023 digital campaign, “New Frontiers,” features six locations as far apart as Dallas, Monument Valley, and the Moon. But thanks to virtual production tech at Pier59 Studios in New York’s Chelsea Piers, the carbon-friendly campaign was shot in one place in one day.
The production’s 30 crew members “never left the confines of Pier59 Studios…eliminating the need for extensive travel, thereby reducing the campaign’s carbon footprint to virtually zero,” Pier59 said, and providing “enormous cost reductions.”
Ryan Ross, president of Neiman Marcus and head of NMG Customer Insights, spearheaded the campaign with creative direction from Nabil Aliffi, NM’s chief brand officer.
“Our fall campaign is a celebration of Neiman Marcus’ history and core values, guiding us toward a future of excellence,” Ross said in a statement. “Through initiatives like the ‘New Frontiers’ campaign, we aim to provide unique experiences and expert curation to the American luxury customer, fueling our growth strategy and revolutionizing luxury experiences.”
Filmed and photographed by Arnaud Lajeunie
Photographer Arnaud Lajeunie captured the campaign’s imagery and videos, employing “state-of-the-art” virtual production technology and “the world’s largest high-resolution LED screens dedicated to advertising” at Pier59 Studios. The approach allowed for the creation of “dream-like scenes across various American landscapes, achieving stunning visual effects in-camera by seamlessly blending digital backdrops with practical sets using virtual production technology,” Pier59 said.
Pier59 added that its virtual production studio “offers a diverse range of digitally created environments, featuring real-time computer-generated imagery in 2D, 2.5D, and fully integrated 3D Unreal Engine scenes. This approach provides unparalleled creative flexibility and a cost-effective, resource-efficient alternative to traditional green screen setups.”