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WORDS KATIE KASPERSON IMAGES QUITE BRILLIANT impossible up creative possibilities.” Lowney stuck to the campaign’s initial brief: to make an iconic TV advert that showcases a joyful journey through time, celebrating 150 years of the Warburtons brand. The time-travel concept was clearly suited
V irtual production opens the saving brands on time and travel and minimising uncontrollables, all while offering endless creative options. That inventiveness is apparent on Warburtons’ 150th anniversary advert, to save time, money and maintain full creative control on commercial projects door to infinite, often impossible locations, all from a single stage. This is invaluable for commercials, Brands are looking to virtual production
called 150 Years in the Baking , which takes viewers on a tour of the family- owned company’s (mostly true!) history. Handled by Quite Brilliant – an experienced VP specialist that’s based out of London’s Twickenham Film Studios – the commercial propels audiences from a Victorian-era family home via a Top Gun -inspired eighties montage through to the modern day, all narrated by Morgan Freeman and with a special appearance by Paddington bear himself. “VP allowed us to travel through decades instantly,” begins Declan Lowney, who directed the two-minute- long television commercial. “Once we saw the LED volume in action, it opened
to VP, which enabled photorealistic imagery of each scene, complete with solid colour depth and contrast. Quite Brilliant used micro LED technology as well as some AI-assisted backgrounds, with others built in Unreal Engine or captured on two-dimensional plates. For the ‘Mission Crumbtrol’ moon landing sequence, Quite Brilliant called on Chaos Arena, a real-time ray tracing solution, in a first for UK television
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