Powerful storytelling in real-time
CARS.com 2024 Cars of the Year
Cars.com was looking for a way to enhance one their largest projects of the year, the Cars of the Year campaign.
Floyd + Co worked with the in-house creative team and director on studio selection, VAD, and on set supervision, and animation.
After testing multiple concepts through pre-visualization, we worked with them to design and 3D digital environment that was brand color specific and would work with all 6 vehicles. The whole suite of videos was filmed over a week.
This whole process allowed them to combine their existing running footage with new dynamic content and interviews to create a bold, on-brand experience that is cars of the year.
BigFoot Coffee
This Bigfoot Coffee TV at was a spec shoot for a fictional coffee company, meant to demonstrate the advantages of using virtual production to tell a story that would be difficult or impossible using traditional techniques.
Multiple Locations within the same shoot day
Time savings on set: the whole shoot was 6 hours
Animated creature
All shot in-camera, the only post was edit, color grade and sound
True 1:1 Hybrid Shooting, Stills and Motion
Live Compositing
Working with an LED wall and additional render node, we are able to create composite shot with real-time previews in-studio.
In this case, we created a CG helicopter around our pilot.
True what-you-see-is-what-you-get workflow
Potential cost savings
Expands creative possibilities
Automotive Process Shots
Most automotive shoots are done with 2D playback, but this proof of concept was filmed with a full 3D Unreal Engine environment. This allows for several advantages:
Custom animation of the car’s motion
Full control over time of day
Full control over “events” such as birds, or simulated crashes
The ability to create photo-real cinematics (in-engine shots) that directly match the action of the in-camera footage as shot in studio.
Fully rigged + animatable CG digital doubles of vehicles
Repurposing Existing Assets
Photographer and Director, Ross Floyd traveled the country in 2023 building a library of stills and motion that could be used for traditional advertising media and channels, with the idea that it could also be repurposed for virtual production.
2D playback is the simplest way to use existing assets
Requires less complexity
Works when the are are minimal camera moves
Works well with one subject