Asahi Superdry
Discovery is calling
Client: Asahi Super Dry | Agency: Dentsumcgarrybowen | Director: Noah Harris | Production: Agile Films | VFX: Analog
The Project
Expanding on our love of creating compelling experiences, Minmud developed a series of unreal Engine environments for live production which were projected on set for the shoot of the TVC for Asahi Dry Beer’s integrated campaign. Minmud’s real-time environments were designed to react to every camera movement allowing unprecedented response in a live action environment.
Minmud are pioneers of virtual production technology creating realtime levels for both live production and virtual events.
Filming
The real-time environments were projected onto screens build into the practical sets. These environments updated in real-time by tracking the camera in world space and projecting what the camera expected to see.
The Sets
Minmud painstakingly created the set after researching typical Tokyo streetscape and shopfronts, including lit singage and street furniture. Dirt and grime were added, as were broken items and general clutter to make the streets look used and realistic. The cityscapes were exagerated to give a futuristic feel, while still retaining a Tokyo feel.
In addition to real-time camera tracking and matching, the virtual sets were matced to the built sets, allowing the talent to move and interact with the scenes.
View some development shots below, created in Unreal Engine.
