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Digital Drive-Ins and Dives: Sonic’s Journey into Next Gen Advertising

Paris Schulman, CEO Rite Media

Opening Thoughts

In an era where technology continuously reshapes how stories are told, virtual production (VP) emerges as a groundbreaking tool, transcending traditional filmmaking barriers. The recent Sonic Drive-In ad campaign, spearheaded by Mother LA, Trevor TV, and RiTE Media, underscores this innovation. Tasked with producing five dynamic commercials within a stringent timeline, the team leveraged virtual production to not only meet but exceed creative goals. This case study delves into how virtual production has redefined commercial content production, offering a glimpse into the future of brand storytelling.

Shooting in real-time, all the time

Virtual Production: The Game-Changer in Commercial Filmmaking

Virtual production combines real-time visual effects with digital environments displayed inside an LED cave, allowing filmmakers to customize and render the background in camera as they shoot. Unlike traditional methods where post-production adjustments happen after the fact, virtual production integrates these elements upfront, drastically altering the production landscape. For Sonic, this meant creating a photo-realistic drive-thru without the unpredictability of on-location shooting, such as adverse weather or lighting issues.

Addressing Sonic’s Core Needs

The primary challenges Sonic faced included revamping their visual content and executing multiple commercials quickly without disrupting their operational restaurants. Virtual production addressed these needs by providing a controlled, efficient environment that mimicked real-world dynamics without the associated costs or logistical nightmares.

Trevor, the director, emphasized the adaptability of virtual production, stating, “Virtual production allows for the pre-design of sets, environments, and lighting, significantly reducing on-set time and allowing for real-time adjustments.” This flexibility is crucial for brands that need to maintain a fresh and engaging consumer presence.

Innovative Process and Streamlined Execution

The collaboration with Trevor TV and RiTE Media facilitated the transformation of a physical Sonic location into a digitized version, enabling the team to manipulate elements such as traffic flow and time of day seamlessly. Kevin Christopher, Virtual Production Supervisor from RiTE Media highlighted the process, noting, “We could control every aspect of the environment, from the cars in the drive-through to the lighting, making it possible to achieve perfect shots every time.” This approach not only enhanced creative freedom but also optimized shooting schedules.

Comparative Advantage over Traditional Methods

The efficiency of virtual production is evident when compared to traditional on-location shoots and even blue/green screen techniques. By eliminating extensive post-production work, such as rotoscoping and VFX, virtual production ensures that the final visuals are both captivating and authentic. The ability to make real-time adjustments and receive instant client feedback further streamlines the approval process, enhancing overall productivity.

Client and Agency Perspective on Virtual Production

From the client’s perspective, virtual production offers substantial cost and time savings. The agency noted, “It’s like I’m a kid in a candy store. The ability to see changes as they happen and keep our restaurants open during production is invaluable.” Ursula Camack, producer for Trevor TV describes the prospect of shooting the creative as written any other way as “impossible.”

In Closing

Looking ahead, virtual production is poised to reshape the landscape of brand campaigns and storytelling. The Sonic Drive-Thru commercials case study exemplifies the revolutionary potential of virtual production in the advertising industry. By overcoming traditional filming challenges and enabling more efficient, creative, and engaging storytelling, virtual production stands as a beacon for future advertising campaigns. As brands strive to captivate audiences in an increasingly digital world, virtual production may well become the standard, offering limitless possibilities in the art of brand storytelling.

Wander into any gathering of the creatives these days and you might find the usual gossip and industry chatter has shifted toward a more doom-like tone; the collective hyperventilating about the inevitable AI apocalypse. You’ll learn that entertainment industry jobs will soon be shrink-wrapped and the essence of human creativity will undergo a facelift so extreme, we might not recognize it when we pass it in the hallway.