FORD LIGHTNING
XR | Virtual Production | Unreal Engine | Realtime | Technical Direction
Production Company: CHROME PRODUCTION
FX: MILL
Agency: DIRECT
Awards:
Global SABRE Award
Webby
"Today we shot four different locations -- before we broke for lunch."
Virtual production technology offers creative flexibility and production advantages, making it a game-changer in commercial film production, specifically for automotive advertisers looking to film pre-release products under strict embargo in a variety of photo-real ‘locations’. Virtual production technology allows for the capture of real-life footage while minimizing the risks of pre-launch leaks allowing for shooting in multiple virtual locations on one controlled set.
The use of LED screens with live camera tracking enables placing the product in real-world environments that look highly realistic. The Unreal Engine gaming technology from Epic Games is used to achieve cinematic fidelity, with infrared tracking dots allowing for precise camera tracking & parallax.
“Allowed us to change the time of day at the drop of a hat - but more importantly, it let us keep it magic hour for as long as we wanted.”
-- Stacy Toyama, Director of Photography
