Virtual production techniques: Imagination collaborates with Epic Games to create virtual productions that combine the physical and digital worlds. The filming technique, similar to the methods used in Hollywood movies, combines objects or people on a small set with a live computer background.
Imagination uses the capabilities of Epic Games‘ Unreal Engine to combine live footage and computer graphics in real time – resulting in brands being able to create cinematic content in real time that is indistinguishable from the real world.
To demonstrate the possibilities of virtual production, Imagination worked with Triumph Motorcycles to create a teaser showing off the new Trident 660 motorcycle. For the film, Imagination recreated a cyberpunk world inspired by the film Bladerunner. In the video, Phoenix Jackson, played by alt-pop singer Julie Jones, travels through a dystopian world with her motorcycle. You can also see the team behind the filming to get a sense of what goes into producing this style of content.
The teaser video was shot in a 5m x 5m studio in London with a team of 13 people. Using real-time virtual production eliminates the need for multiple locations, reduces the need for extensive post-production, allows filming to continue if the product doesn’t exist or is delayed, and reduces the carbon footprint of filming.
Content can also be used to create multiple assets in a variety of environments and customer journeys, such as AR, VR, online and even in print. Imagination has received the Epic MegaGrant, a contribution designed to serve and help game developers, corporate professionals, media and entertainment creators, students, educators and tool developers doing outstanding work with Unreal Engine or extending open source to the 3D graphics community.
Talking about the agency’s investment and focus on production, Ross Wheeler, Imagination’s global business director, said: “We’ve always had a digital side to our business … [but] the last year and a half has forced us to focus on that as live events are struggling.
The need to make content and not being able to travel has changed our focus.” “I know everyone talks about hybrid experiences that will play a role, but producing beautiful content around your product will always be a necessity, whether you’re in a pandemic or not. It was the perfect time to focus on how to do it better.”
