VFX TRENDS
VIRTUAL PRODUCTION: MAKING A REAL IMPACT IN COMMERCIALS By IAN FAILES
We tend to hear a lot about the growing use of LED walls, game engines and real-time tools in the making of film and television shows. It turns out, of course, that these virtual production technologies are also being used in commercials at an equally astonishing rate. Indeed, virtual production can be well-suited to the fast-paced production of commercials, and offers impressive results when actors, characters, vehicles and creatures need to be placed in diverse settings that might not otherwise always be possible to film in. Here’s a breakdown of some recent spots where virtual production came into play in a significant way. AN LED WALL SOLUTION WHEN YOU CAN’T SHOOT ON LOCATION
TOP: This Genesis Motors Canada spot was captured on Pixomondo’s LED stage in Toronto. (Image courtesy of Pixomondo)
When car brand Genesis Motors Canada wanted to showcase its electrified GV60 models, agency SJC Content looked to reference nature and electrical elements in the campaign. It was wintertime in Canada when shooting was originally planned to occur, and that ultimately rendered physical filming a difficult prospect. The creative team turned to Pixomondo to shoot the entire spot on its LED stage in Toronto. “Our LED volume allowed us to shoot the complete commercial, including the car beauty shots in one location, in a controlled and heated environment,” remarks Pixomondo Virtual Production
80 • VFXVOICE.COM SUMMER 2022
PG 80-83 COMMERCIALS.indd 80
5/2/22 2:13 PM
