ATM Virtual Expands to the Middle East with Sephora Campaigns Shot in Dubai

ATM Virtual, a leading European virtual production studio, is expanding its services to the Middle East, starting with two Sephora campaigns produced by IVO Film Production in Dubai. The projects directed by Farah Shaer consist of two films for both traditional and digital broadcast, "We belong to something beautiful" launched in November 2024 and the 2025 Ramadan Campaign launched for Ramadan.

Shot in collaboration with Garage Studio, the films were using an LED stage allowing for seamless integration of virtual environments. Interior home settings and breath taking hot air balloon sequences over the desert were all designed and created in Warsaw, Poland. The first campaign portraits young influential female artists and entrepreneurs from the GCC region. The second captures moments of sharing and gift-giving as family and friends gather after dusk, either at home or in iconic locations across the Middle East. Every detail—from scale and layout to camera angles and lighting - was carefully crafted to reflect the spirit of GCC locations and Ramadan nocturnal lighting.

“Expanding into Dubai is a natural step for us,” says Radka Bardes, managing director of ATM Virtual. “The Middle East is embracing cutting-edge virtual production, and we’re excited to bring our expertise to this dynamic market while continuing to push creative boundaries.” Already hosting global clients from the USA, India and Asia, ATM Virtual is strengthening its presence in UAE, setting the stage for more high-end productions in the region.