When Old Spice approached us to modernize their social media advertising for the NFL collection, we recognized an opportunity to revolutionize how brands approach social content. Rather than treating social media as an afterthought with low-budget, quick-turnaround assets, we developed an entirely new production methodology that brought cinematic quality to rapid-deployment advertising.
.png)
Our solution was to construct a massive, fully-realized 3D stadium environment that functioned as a virtual production studio. Think of it as building an entire NFL stadium in 3D space, complete with every detail from the field turf texture to the upper deck seating, stadium lighting rigs, and atmospheric elements. This wasn't just a simple backdrop, it was a comprehensive virtual world where every element could be art-directed and controlled.
The benefit of this approach was treating each advertisement like a traditional video shoot within this digital space. Our team could scout locations within the stadium. Perhaps shooting from the 50-yard line for one spot, from the end zone for another, or even from dramatic angles impossible in real stadiums. We built a library of virtual props and set pieces that could be dressed into each scene: goal posts that could shimmer with Old Spice branding, digital scoreboards displaying custom messages, even crowd elements that could be populated or removed based on the creative needs.
.png)
This methodology allowed us to maintain extraordinary quality while achieving the rapid turnaround social media demands. Instead of building new assets from scratch for each post, we could simply "walk into" our virtual stadium, select our camera angle, dress the set with the appropriate Old Spice products and NFL branding elements, adjust our virtual lighting setup, and render out a stunning piece of content. It was like having permanent access to an NFL stadium with an unlimited props department and the ability to control every environmental variable.
The result was a cost-effective system that didn't compromise on quality – each piece of content looked like it had a massive production budget, yet could be created in a fraction of the time of traditional 3D animation or live-action shoots.
.png)
