Bringing a New Competitive Spirit to the Old Spice x NFL Collection

We constructed 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.

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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.

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