Epic Games

Bringing Hollywood quality to brands

TechnologyLondonContent

ABOUT THE PROJECT

Unlocking a new world of creativity with our immersive, cinematic experience

We proved that through real-time virtual production, epic results could be sustainably achieved with little space and manpower. With our expertise, brands can use virtual production to unlock a new world of creative possibilities, offering their audiences an enriched experience across all touchpoints.

CHALLENGE

Powered by a MegaGrant from Epic Games, we utilised Unreal Engine to create a dystopian world that pushes the boundaries of real-time virtual production.

The teaser video was filmed in a 5m x 5m studio in London with a crew of only 13 people. By combining live-action with photoreal 3D graphics in real-time, virtual production allowed us to keep shooting even if the location or product doesn’t exist, is inaccessible or has been delayed. This revolutionary technology, therefore, saves time and money and reduces the carbon footprint of a shoot, especially compared to a multi-location project.

There is also less risk of exposing sensitive information or embargoed products on location, and it can be repurposed across multiple mediums and customer journeys, such as AR, VR, online and even in print.

OUR IMPACT

5×5m
studio used for the shoot

0
people crew

+
potential content outcomes

THE OUTCOME

Becoming part of the revolution in content production

This leap in capability has arrived at a perfect time. As content consumption soars, organisations are also seeking to innovate and deliver unique and immersive experiences seamlessly across the entire customer journey. Virtual production plays an important role in doing just that.

Bringing Hollywood-worthy quality

The video highlighted the cinematic possibilities of a virtual world by following the story of female protagonist Phoenix Jaxson — played by alt-pop artist July Jones.

On the new Trident 660 from Triumph Motorcycles, she travelled through a photorealistic, dystopian world inspired by Zach Snyder and Ridley Scott. It ended by breaking the fourth wall as the camera panned to reveal the set and film crew.

Achieving the ultimate creative control

The intricate urban landscape that spanned day to night, demonstrated the creative control and in-the-moment adjustments virtual production had to solve the common challenge of needing to chase the light in traditional production.

The team was able to deliver ambitious results with commonly tricky objects — such as reimagining the reflective surfaces of Phoenix’s sunglasses and her Triumph motorcycle — and seamlessly blending these with the virtual world for a photorealistic and visually stunning result.

Following years of collaboration on remarkable Unreal Engine projects, we’re delighted to support Imagination’s pursuit of virtual production and in-camera VFX through Epic MegaGrants. We’re excited to see their storytelling capabilities and technical expertise open new creative doors and unlock powerful content for their partners in the future.
Doug Wolff Business Development Manager, Epic Games

Being able to bring ideas and experiences to life with Unreal Engine is a game-changer. Not only can you curate immersive and interactive experiences live and in real-time, but you can also continue to develop and tell a multitude of stories with total creative control – seamlessly blending the physical and digital worlds in a way that was not previously possible.
Anton Christodoulou Chief Technology Officer, Imagination

It’s been amazing to work with Imagination and Triumph and see the creative output achieved in such a small space. It’ll be interesting to see how far virtual production can be pushed, not only for brands but for artists and the entertainment industry. The behind-the-scenes snippets I’ve been able to share on social media have already sparked such a positive reaction from my fans. I cannot wait for them to see the final result.
July Jones Alt-Pop Singer

With audiences consuming more content than ever before, the interaction with brands is constantly evolving and the delivery of brand experiences is becoming increasingly complex. This work demonstrates how virtual production tells stories in the most compelling way using these complex layered assets across the total customer experience.
Ross Wheeler Global Business Director, Imagination