Auto Virtual Production

Tuesday, August 4, 2026

PLATFORM

Social

Various

Client

Industry

Automotive

CLIENT

Financial Services (Fortune 100)

INDUSTRY

Automotive

As a natural evolution to the automotive work we have been doing over the years and the limitations of filming newly released OEM vehicles on the roads, we moved our operations into a virtual production studio, or 'volume wall' as they are often called. These are essentially hundreds of stacked LED panels that can be used to populate the environment with images or video that also light the subject, in this case being a vehicle.

Concept & Development

While this technology gave us the ability to create much more lush and interesting environments and reflections using Unreal Engine to control the volume, getting the light frequency of the wall to play nice with our cameras filmed rate was challenging. In addition to this, the wall needed to sync perfectly with the Cinebots movements down to the millimeter. This required quite a lot of testing before it was production-ready.

Interaction & Experience

Challenges

Outcome

Once all the technical processes were sorted out, then came the creative part. Acquiring environements to palce these different vehicles in. This allowed us to place off-road vehicles in forest or desert environments, or smaller vehicles in cities or suburbs. In real-time, we could move individual elements like trees, or change the location of the sun so we could maximize the composition and look of each shot.