Digital transformation of mise-en-scene in advertising films: Analysis in the context of commercial films

The rapid advancement of digital technologies has fundamentally transformed media production processes, influencing not only technical tools but also narrative structures and aesthetic preferences. As visual culture becomes increasingly digitalized, physical environments in production are progressively being replaced by virtual settings, prompting the adoption of new approaches to staging. In the context of advertising films, this transformation has given rise to a novel aesthetic framework that transcends the limitations of traditional production techniques and enables innovative forms of visual expression. This study investigates the impact of virtual production technologies on the mise-en-scène of Turkish advertising films produced after 2018. Employing a qualitative research design, it integrates mise-en-scène criticism, content analysis, and in-depth interviews. The research focuses on how digital staging technologies affect core aesthetic elements such as set design, lighting, color, spatial composition, and camera movement. The research universe comprises advertising films broadcast on television, digital platforms, and social media, particularly those incorporating LED screen technology. The sample consists of 21 advertising films produced by two pioneering Turkish studios, EMN XR Studio and MGX Studio. The study aims to demonstrate how LED screen technology reconfigures the visual and semantic organization of mise-en-scène in advertising films, while also exploring the creative potentials that digital technologies introduce into staging practices. Within this context, the concept of "digital mise-en-scène" is proposed and added to the scholarly literature. The findings suggest that virtual production not only enhances flexibility in production workflows but also facilitates the emergence of innovative aesthetic strategies in visual narration.