A tale of two trends: the opposing influences shaping modern photography

Si Thompson, Global Director of Photography at Equator, explores two influences currently shaping the photography industry – one blurring the lines between physical and digital photography and the other pushing back against digital excess.

As a photographer who’s spent decades capturing everything from premium spirits to ready meal ranges, I’ve witnessed plenty of trends come and go. But right now, we’re experiencing something fascinating: two contrasting influences pulling in opposite directions. On one side, we have the rise of virtual production, pushing the boundaries of what’s possible with digital technology. On the other, we’re seeing a revival of film and analog photography, with creatives and brands increasingly seeking authenticity, craftsmanship and a break from digital perfection.

The influence of virtual production in video

Virtual production (VP) is revolutionising video production by merging real-time digital environments with traditional filmmaking techniques. While its biggest impact has been in film and TV (e.g., The Mandalorian), its influence is now extending into stills photography, reshaping the way photographers create high-end visuals.

Imagine walking into a studio where an entire world can be created at the touch of a button. With VP, instead of shooting on location, filmmakers use LED walls to project 3D worlds in-camera, eliminating green screen post-production. And, with real-time motion tracking, camera movements blend seamlessly with virtual sets. There are several benefits to this approach, including the cost and time savings you get from removing travel, set construction and post-production needs. Plus, because the LED walls act as both a background and a light source, they allow for accurate reflections and realistic ambient lighting – an extra bonus!

If you’re wondering where you might have seen VP in the wild, there are plenty of real-world examples, including in commercials and advertising. Car brands often use VP to showcase vehicles in diverse settings without transporting them.

The influence of virtual production in stills photography 

While originally built for video, VP is redefining stills photography by offering photographers greater control, flexibility and creative possibilities. Take a luxury watch shoot, for instance. Previously, if we wanted to capture the reflection of a city skyline in the watch face, we’d either need to be on location or spend hours in post-processing. Now we can create that perfect reflection in the studio, with complete control over every element. Need to switch from dawn to dusk? No problem! Want to move from a Parisian rooftop to a desert landscape? Sure thing!

VP also makes surreal or ‘impossible’ concepts… well, possible! It allows photographers to blend real and digital elements seamlessly so we can, for example, create a floating burger ad with realistic depth and movement without compositing separate elements in Photoshop. Beyond the creative advantages, there’s a practical side that’s increasingly important, too. VP is more sustainable (goodbye travel emissions), more cost-effective, and more efficient, with previsualisation tools allowing for precise shot planning before the shoot even begins.

As virtual production technology continues to evolve, I anticipate some interesting innovations. We may, for example, start to see AI-enhanced VP tools being used to automate realistic depth, reflections and lighting adjustments in virtual environments, while future cameras may integrate AI-driven virtual sets in real time, allowing photographers to see final compositions instantly!

The film and analog revival in photography

In contrast to the digital world of virtual production, we’re also witnessing a fascinating renaissance in analog photography. Although there is some nostalgia at play here, it is also a deliberate choice by photographers seeking something more tactile and deliberate.

What makes this revival particularly interesting is the motivation behind it. In an era where AI and digital technology can make every image technically perfect, photographers are increasingly drawn to film’s beautiful imperfections. There’s something magical about the process: the careful consideration before each shot (no instant previews), the distinctive grain and colour rendition that’s difficult to replicate digitally, and even the nail-biting anticipation while waiting for your negatives to develop.

We’re seeing this influence in lots of places, such as portrait and fashion photography, with some fashion brands and magazines favouring film over digital for editorial shoots. In many ways, this is unsurprising as the soft textures, natural skin tones and nostalgic feel of film enhance visual storytelling. Meanwhile, street photographers are rediscovering how shooting on film forces them to slow down and really observe their surroundings, while – in high-end lifestyle photography – hybrid shooting (mixing digital and film) is becoming popular.

The growing demand for film gear and labs

As a result of this revival, vintage 35mm and medium format cameras (Contax T2, Leica M6, Pentax 67) are skyrocketing in price. Some manufacturers, like Kodak and Pentax, are bringing back film cameras due to demand. They are also producing or relaunching film stocks (Kodak, for example, brought back Ektachrome). New boutique film labs are popping up across the country – and it’s not just professional photographers. A whole new generation is discovering the joy of home development, processing film in kitchens and darkrooms.

The analog revival isn’t entirely divorcing itself from the digital world. As mentioned previously, many modern photographers are embracing a hybrid workflow, shooting film but scanning negatives for digital editing and social media sharing. High-end film scanners (Noritsu, Frontier) allow photographers to maintain the film look while working digitally, and some use AI-powered film simulations (Kodak Gold 200, Ilford XP2) in Lightroom and Capture One for a hybrid aesthetic. While digital will always dominate, it’s clear that film photography is growing as a niche movement, influencing professionals and hobbyists alike.

The best of both worlds

So here we are, at a fascinating crossroads in photography. On one side, virtual production is offering us unprecedented control and endless digital possibilities; on the other, the film revival is pulling us back to a more tactile, imperfect and perhaps more human approach. As contradictory as these movements might seem, they aren’t adversaries. Instead, they’re giving photographers more tools, more choices and more ways to express their creative vision. As we move forward, I expect we’ll see creatives and brands moving fluidly between these worlds. Perhaps that’s the real beauty of photography: we can embrace both innovation and tradition, technology and craft, precision and imperfection. And in doing so, we’re not just preserving the past or racing toward the future – we’re creating something entirely new.

To learn more about our photography and videography capabilities here at Equator, send us an email at hello@equator-photography.com