L.L. Bean – New Arrivals (Fall 2023)
L.L. Bean needed to launch their 2023 Fall clothing line with a campaign that captured the magic of the season – the transformation of familiar landscapes, the anticipation of cooler days, the warmth of layered comfort.
The creative vision was ambitious: showcase fall fashion in immersive outdoor environments that felt transportive and cinematic. But traditional location shoots come with limitations — weather, travel logistics, time constraints, and the unpredictability of capturing “perfect” fall foliage at exactly the right moment.
L.L. Bean wanted the best of both worlds: the control of a studio environment with the visual grandeur of the great outdoors.
The Solution
Cardboard Spaceship leveraged LED Volume Stage technology to create a seamless blend of indoors and outdoors – an immersive experience that transported viewers into the heart of fall.
Immersive, Cinematic Strategy
Rather than chasing locations, we brought the locations to the talent. Our team utilized an LED VR volume wall to surround performers with stunning, real-time fall environments – rich foliage, soft golden light, the atmospheric depth of autumn landscapes. The result: cinematic visuals that feel like you’re standing in the middle of a New England forest, captured with the precision and control of a studio.
LED volume isn’t a green screen replacement – it’s a fundamentally different approach. The environments wrap around talent in real-time, creating natural light interaction, authentic reflections, and in-camera compositing that eliminates the artificiality of traditional VFX. What you see on set is what you get on screen.
The L.L. Bean script called for an emotional journey: “We await fall’s arrival with pure anticipation. The excitement of familiar surroundings transformed by resplendent color. Of cooler days, warmer layers, and new kinds of cozy.” Every environment was designed to serve that narrative – immersive, enchanting, and unmistakably fall.
The Results: Complete Creative Control
The L.L. Bean New Arrivals campaign delivered a visually stunning brand moment that captured the essence of the season:
- LED volume innovation – cutting-edge virtual production technology applied to fashion/retail
- Broadcast + digital deployment across L.L. Bean’s marketing channels
- Immersive brand experience that transported viewers into the fall landscape
- PlatinumViddy Award
The campaign proves that virtual production isn’t just for sci-fi blockbusters – it’s a powerful tool for fashion, lifestyle, and brand storytelling when executed with creative intention.
Why LED Volume?
Traditional location shoots depend on weather, travel, and timing. LED volume flips the equation:
- Total environment control — perfect lighting, perfect foliage, every take
- Real-time compositing — no post-production green screen work
- Natural light interaction — talent is lit by the environment, not a separate lighting rig
- Efficiency — multiple “locations” in a single shoot day
- Creative flexibility — last-minute environment changes without reshooting
For L.L. Bean, it meant capturing the magic of fall without betting on Mother Nature.
“It was such a pleasure to work with Matt and the whole Cardboard Spaceship team on bringing our vision to life. They were amazing!”
