8.2 million views, 36,000 likes, more than 500 comments — on Instagram alone, across a series of campaigns filmed at Breuninger’s flagship stores.
The CGI is planned before the camera rolls. Every move on location was choreographed for what would be added later, so the addition sits inside the shot instead of on top of it.
Fake out of home works only if the first second is believed. Everything in these films is built for that second.
The rule was plausibility. Each film begins as ordinary footage of a Breuninger flagship — a façade, an entrance, the street in front of it — and then something is added that follows the logic of the place: its materials, its scale, the way light falls on it. The additions are seasonal and often playful, chosen to hold attention in a feed that is scrolled rather than watched. What makes them work is restraint. The building is never replaced or buried under effects; it is extended. The illusion lasts exactly as long as the viewer takes the addition for real, and the moment it turns out to be impossible is the moment each film is built around.
We worked from concept through to the final composite. On location, camera movement and spatial rhythm were planned for the CGI that would follow: paths set so that later additions would read at the right scale, environmental conditions mapped for matching. In post, the digital elements were built to the same conditions — light direction, material response, perspective — and composited into the plate. Because everything was shot in the real store rather than on a stage, the films carry the details a viewer knows from walking past. The result is a format Breuninger could return to campaign after campaign, with a recognisable handwriting of its own.
Client: Breuninger
Year: 2024-2026