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McLaren Artura Launch

24/05/2021
Studio
London, UK
20
Share
Brand
Agency / Creative
Production
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The most recent launch from McLaren introduced the McLaren Technology Centre to the world and revealed their brand new hybrid high performance supercar; the McLaren Artura. 

With the architecture of the Centre itself being the main source of inspiration, the creative concept was based around curved lines where the LED screen arrangement and emotive lighting created a circular zoetrope-inspired stage. Delivering the technical planning and onsite execution of the launch, Bild worked closely alongside creative director Ben Kreukniet and advertising agency Media Monks. To support their creative vision Bild managed all technical aspects for the creative focal point, including real-time content management, LED screen engineering, lighting integration and orchestrating the control equipment needed to create the stunning visual result.


Using Notch to create the real-time content, the Notch environment was rendered and mapped in disguise, giving flexibility to move the content around the space and reveal not only the car, but the environment within too. The virtual lighting within the Notch scene also simulated the corresponding physical light sources in the space used for illuminating the physical car, adding another dimension to the 2D content.

About Bild Studios
Blending technology and creative direction, Bild specialises in visual engineering and creative design for live productions.

Bild is the joint venture of experienced industry professionals Rowan Pitts and David Bajt.
With their combined experience they have worked with some of the the biggest acts, production houses and shows around the world, including concerts and tours for Beyonce, Lady Gaga, Jay Z and Red Hot Chilli Peppers, shows for major brands such as Nike, Samsung, Adobe, Mercedes, Cartier, Heineken, o2, and large-scale productions for Cirque de Soleil, Eurovision, Paris & London Opera Houses, Coachella, Glastonbury, and many more. 

MARS by Bild. London's premier virtual production facility dedicated to technical precision, designed and run by experienced workflow professionals.

After a successful pilot in summer 2020, we are now ready to launch our new MARS virtual production facility in London, this June. MARS is backed by decades of experience with proven workflows for real-time VFX pipelines and advanced video systems for some of the largest video installations in the world. It is the culmination of this highly niche expertise, precise approach and degree of experience that sets MARS apart.

Bild, the creators of MARS, have a reputation for being the ‘watchmakers’ in their field. Their world-class expertise in Unreal Engine, Notch, disguise and specialised industry tools in combination with bespoke engineering for tracking solutions, server hardware, display technologies and AV infrastructure has earnt them this prestige position.

MARS is the unique combination of this highly trusted experience with a physical virtual production stage. Innovation and R&D are central to the ‘MARS by Bild’ ethos and we seek to utilise MARS to continually develop leading innovation within the Virtual Production workflow.
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