When Tradition Meets Innovation

Kari Traa’s new Saga campaign brings together tradition and technology. With physical sets, AI-generated worlds, and vibrant performance wear inspired by Norway’s iconic Selbu pattern, the production bridges centuries of craftsmanship and innovation. Led by Bureau, Laukli+Laukli, and Kader.Kader – and powered by VP Nordic’s cutting-edge virtual production and LED technology – the Saga campaign redefines how storytelling comes to life on screen.

“When Bureau shared the campaign idea, we were immediately hooked,” says director and photographer Pål Laukli. “We worked across three layers. A physical set in the foreground, the models, and AI-generated backgrounds displayed on LED screens. The mix of cutting-edge technology and pure craftsmanship made it both challenging and incredibly fun to create.”

The team at VP Nordic powered the production with playout server and operation, and Virtual Production Supervisor, Rasmus Eriksson, ensured every frame came together seamlessly. The campaign was brought to life on RM 1.5 pixel pitch AOTO LED Screens, delivering crystal clarity and depth throughout the shoot.