SPAIN × UNITED KINGDOM / CREATIVE + VFX + AI
An unexpected visual world still needs to feel right for your brand. PHOCUS combines creative direction with live action, VFX and AI-led image-making to explore the right route for your campaign.
Tell us about your project ↗
MARTINELLI · AI CAMPAIGN
Creative and hybrid production for brands and agencies exploring a new visual direction.
You may be looking for a visual world that is difficult to shoot, a fresh way to present a collection or a new direction to test with your team. We start with the brand and the campaign objective, then consider how the imagery should be made. The creative idea leads the process. Live action, VFX and AI are options within that process, with different strengths and limitations. We help you discuss the trade-offs in the context of the actual work you want to release.
Brand recognisability, product detail and visual consistency need to be defined before an image-making approach is selected. Show us what must remain exact and where there is room for interpretation. We can then discuss which elements to photograph, which to build and where generated imagery could support the concept. We do not assume AI is automatically cheaper or faster. The right route depends on the brief, the refinement required and the final use of the assets.
SELECTED WORK
Martinelli’s AI campaign offers a concrete example of this part of our work. It is a reference for discussion, rather than a promise that the same workflow fits every brief.
OYSHO COMMUNITY
COMMERCIAL · BARCELONA
S’MORE
CAMPAIGN · SPAIN
MARTINELLI
AI CAMPAIGN
BEHIND THE SCENES / PHOCUS
A clear brief. A shared plan. A team that cares about the details. Get a closer look at how we work, then tell us what you have in mind.
For an exploratory brief, a first visual direction or representative test can give your team something concrete to assess before scaling the work. We agree what that stage is intended to answer, then use the feedback to shape the next step. From there, the project can move into the agreed production and finishing workflow. Source material, permissions, brand approvals and intended usage are part of the discussion. Your team should understand both the creative direction and the process behind the final imagery.
We produce across Madrid (MAD), Barcelona (BCN), Valencia, Alicante, Málaga and Andalucía, northern Spain including Cantabria and Asturias, the Balearic Islands and the Canary Islands. For snow sports campaigns, we also coordinate shoots in the Spanish Pyrenees and in Andorra. Share your preferred setting, dates and production needs so we can scope the location, crew and logistics for your project. If you are bringing a UK team to Spain, share your preferred dates, the people and equipment travelling, and the work you need handled locally. If you are managing the project from the UK, tell us how your director, agency and client want to review the production. We can then discuss the practical setup and the responsibilities on each side. Any travel, equipment or location dependencies need to be identified early, alongside the final delivery requirements.
Tell us what you want to create, what is difficult about making it and the brand or product details that must stay accurate. References and an intended launch date will help.
Our team will review your brief and get back to you. You can also book a 30-minute call after sending it.