Introduction
In the evolving world of commercial filmmaking, brands are seeking faster, more flexible, and visually stunning ways to create high-impact content. Traditional outdoor ad shoots often face limitations—ranging from safety hazards and weather conditions to budget constraints and time delays. This case study explores how one production team leveraged virtual production ads to create a dynamic rooftop action scene entirely within a controlled studio setting. Through the use of real-time rendering, LED walls, and in-camera effects, the team was able to deliver a cinematic-quality ad without ever stepping outdoors.
Objective
The main objective was to capture a fast-paced rooftop action sequence with realistic lighting, depth, and environmental immersion—while maintaining full technical and creative control. The production needed to be executed within a tight schedule and without relying on traditional outdoor sets. Embracing virtual production ads allowed the team to simulate a rooftop environment with extreme precision and avoid logistical challenges.
Challenges
Shooting on an actual rooftop would have involved numerous safety concerns, restricted camera angles, and uncontrollable lighting variables. The scene’s requirements included dynamic camera movements, reactive lighting, and consistent visual continuity across takes. These needs couldn’t be met reliably in a real-world setting. The solution was to create the entire rooftop environment digitally and project it within a virtual space using LED technology.
Execution Process
1. Pre-Visualization
The creative team began with pre-visualization using 3D animation tools. Camera movements, actor positioning, and lighting transitions were blocked out digitally, allowing all departments to collaborate before the physical shoot. This ensured a smooth workflow and reduced decision-making time on set.
2. Environment & Asset Creation
A detailed 3D rooftop was built in Unreal Engine, featuring realistic textures, lighting layers, and animated skies. These assets were critical in establishing the mood and atmosphere. The environment was designed not just as a backdrop but as a fully immersive set that could respond to changes in camera positioning and lighting.
3. LED Wall & Real-Time Setup
The LED wall stage was configured into a 270° visual surround, displaying the 3D rooftop in real-time. Cameras were equipped with tracking sensors synced to the virtual environment. As the camera moved, the perspective of the background adjusted accordingly, preserving parallax and depth—core visual elements in virtual production ads.
4. Virtual Scouting & Scene Planning
Key crew members—including the director, cinematographer, and lighting technicians—used virtual reality headsets to scout the scene before the actual shoot. This enabled them to decide optimal camera placements, actor blocking, and lighting positions with complete clarity. This preparatory step saved significant time and reduced miscommunication.
5. In-Camera VFX Shooting
During filming, the LED wall projected the digital rooftop behind the actors, creating natural reflections and environmental lighting on real surfaces. This eliminated the need for extensive post-production compositing. What the camera captured was nearly final—combining real performances with digital environments in real time.
6. Post-Production
Thanks to the accuracy and quality of in-camera VFX, post-production focused only on color grading and minor retouching. The seamless integration of practical and virtual elements meant that editing was quick, efficient, and didn’t require complex green screen extractions or VFX replacements.
Results
The ad was delivered ahead of schedule with minimal revisions. The client praised the cinematic realism, smooth motion, and controlled lighting—all of which were achieved through virtual production ads. Not only was the shoot safe and efficient, but it also allowed the creative team to make live adjustments during production, boosting spontaneity without sacrificing quality.
Key Takeaways
- Virtual production ads help eliminate outdoor location risks
- Real-time rendering supports high-efficiency workflows
- LED walls provide immersive, light-reactive environments
- Previz and VR scouting reduce on-set delays
- In-camera effects minimize post-production work
- The process ensures cinematic quality in a controlled setting
