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To produce a global brand campaign for an asthma inhaler product' that incorporated shooting within the heart of a major city in four different locations, accumulating a large selection of different vehicles within each scene, while being as environmentally conscious as possible.
Challenge:
To produce a global brand campaign for an asthma inhaler product’ that incorporated shooting within the heart of a major city in four different locations, accumulating a large selection of different vehicles within each scene, while being as environmentally conscious as possible. Our aim was to produce and create a cohesive message between the product, campaign, and concern for air pollution, to maximise synergy between the product and campaign
Strategy:
To both minimise costs and reduce our carbon footprint, we used a combination of in-camera, CGI and virtual production techniques.
Our in-house capture studio and post-production suite, both powered by renewable energy, allowed us to complete the majority of the production on-site. This eliminated the need for a resource-intensive location shoot with multiple vehicles, permits, cast, and crew.
Solution:
We chose to increase productivity and flexibility while reduce the overall on set shoot time and cost implication by working with virtual green screen techniques. Building virtual environments, along with virtual humans and vehicles enabled us to have different background and vehicle set ups within each scenario.
Campaign assets and CO2e Summary
We avoided exposing our crew to the damaging emissions of traffic pollution. We minimised exposure to pollutants while creating our asthma treatment campaign, aligning our values whilst ensuring our message remained consistent without compromise.
Significant cost savings of 40% using virtual production and green screen techniques.
Reduction of overall general waste produced on set, due to condensing shoot time from 4 days into 1 day through virtual production methods.
Our final measurable carbon footprint was minimal. Our AdGreen footprint for the whole project from prep through to delivery was 0.51 tCO2e - a fraction of the average campaign footprint of 6.1 tCO2e.
By choosing virtual production techniques, the talent within the visuals can be dropped into alternative backgrounds eliminating the need for further costly location specific shoots.
