COMMERCIALS
VP OPENS THE DOOR TO infinite, often impossible LOCATIONS”
SUPER SLICK VP helped a Warburtons commercial travel through space and time from just a single stage
commercials. The tool – a lighting technique that delivers a more true-to- life result – produced window reflections and lit digi-doubles in the NASA HQ- esque virtual environment. Warburtons’ agency, Joyful & Triumphant, tapped Quite Brilliant about three months before filming began. They previsualised as much as possible and reviewed each environment in the LED volume, allowing them to make regular refinements and ensure everything would be captured correctly in camera. The production took five days to film 15 distinct scenes, including seven on a soundstage and seven on the volume. Lowney could hardly differentiate the
two: “I simply can’t tell what was shot on the volume and what was shot on the stage,” he remarks. “Our aim from the start was to make the technology disappear,” Russ Shaw states, founder and head of VP at Quite Brilliant. “If the director can focus purely on performance and storytelling, we’ve done our job. We don’t often get the chance to be involved this early on or to push new technologies and workflows, so this was a genuinely rewarding project from beginning to end.” Across town, meanwhile, Film Soho’s V Studio is also handling VP for commercial campaigns. Operating the largest LED volume in central London, “we
find that what is consistently tipping the scales for agencies is our location, which offers both access and efficiency without compromise,” shares Kate Phibbs, head of studio at Film Soho. “A short walk away from many of the UK’s leading agencies,” says Phibbs, the V Studio minimises logistical challenges for visitors, even offering a drive-in stage for vehicle work. “There’s no need to move talent, clients and crew out of central London, which saves both time and budget while keeping decision makers and execs close to the process.” Though ‘tucked away’ in Soho’s cosy Portland Mews, she continues, “commercial clients are frequently
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