Working alongside Propaganda and director Simon Neal, we created four idents for Channel 4 and HGTV, and a 30-second hero spot, for Powersheds first national TV advertising campaign. It needed to feel genuinely relatable, blending subtle observational humour with smart, efficient production. We really put our hybrid model to the test on this one, combining virtual production in our Leeds studio, practical sets, and selective location work. We brought everyday chaos to life in a way that felt true to the audience and scalable for the client!
We approached this campaign with a hybrid production strategy tailored to each scene. Our in-house virtual production gave us full control for interiors, with no changing weather, no lost light, just consistency. A good example is the bike hallway. The hall was a real studio set build, while the view through the door was rendered in Unreal Engine. It looked like a location, but gave us far more flexibility.
Some scenes needed to be on location, but we kept this minimal. We built full-scale sheds and cabins in our car park, which meant faster setups, visual consistency, and no hauling kit or sheds across sites. It also let us offset crew and art department schedules. While one team shot outside, the other prepped in the studio, and visa versa. With minimal travel time, we kept things moving and used the time where it mattered! The result was a streamlined production that made space for creative flexibility without stretching the schedule.
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Post was about seeing those strategic choices come together. For green screen scenes, we used AI to generate custom backgrounds by taking stills from the footage and running them through our image-to-image model. This allowed us to create backdrops that matched the lighting and positioning of the original shot, giving us a flexible library of garden scenes and helping maintain consistency across variations. Simpler shots captured using virtual production were almost ready out of camera, freeing up time to focus on more intensive elements like CGI. All outputs were adapted for Channel 4 and HGTV, with visuals kept tight across formats. This is where all that production planning really paid off!
The campaign has delivered strong results since the launch. May saw most orders of all time, most items sold in a single day and as a result biggest e-commerce turnover of all time.
Proof that when the story connects and the production lands, people notice…and they act on it.
