We joined the process midway through pre-production, and worked alongside the creative team to help shape the look and feel of the city. The creative called for a very specific look, so the challenge for this spot was finding a middle-ground between Asian and Western architecture, while maintaining a colour palette complementary to the branding. We ended up optioning a few different city looks and colour palettes before landing on what you see in the final spot.
It allowed us to consider the details of what appeared in every shot, without having to worry about editing around unwanted distractions. If we had shot on location, we’d have to worry about the continuity of the outside world in every shot, or unwanted reflections appearing throughout the set. Using a volume wall allowed us to focus on making the best spot possible, without worrying about background details.
SOURCE:
Little Black Book: https://lbbonline.com/news/Virtual-Production-Helped-Build-Kraft-Dinners-Latest-Innovation
