PMI produced an edgy new national brand campaign (with paid media) for GNC – who was looking to draw attention to the company’s 90th anniversary while pulling in a younger audience via disruptive content and a recognizable cut of popular music (licensed the iconic Salt N Pepa song Push It) with a nod to Weirdvertising.
Filmed at LUX (https://www.luxmc.com/lux-stage) virtual sound stage in Los Angeles which is bringing live event/cinema technology to the commercial world. LUX is trying to sell more commercial productions on filming on a virtual stage, which allows for responsive backgrounds to be placed behind the talent in camera giving a better composite than traditional green screen/VFX in post production. Here are the tech details from LUX:
BUILT FOR CREATIVE FLEXIBILITY
The Lux Stage at Trilith Studios is a versatile toolbox capable of transporting talent and physical sets into real-time environments. By leveraging the latest in technology combined with best-in-class services and talent, we enable storytellers to deploy immersive backdrops and realistic lighting reflections to achieve dynamic In-Camera-VFX.
Whether Film/Episodic, Commercial, Broadcast or Live Event, the Lux Stage offers an industry-proven solution to support your creative endeavors.
COMPETITIVE ADVANTAGE
Filming at the LUX stage allowed PMI to produce more content (i.e. locations) in less time (saving budget). By compositing talent onto the backgrounds in real time, we also produced a more realistic composite vs. traditional methods with green screen and composite in post.
Because we spent so much time planning for the production, we were able to move very swiftly through the setups during the production and capture a large amount of setups/locations and talent that the creative dictated in way less time than a traditional on-location production or even green screen shoot.
FUN FACTS
PMI was the first production to bring a live horse onto the LUX sound stage. His name was Jeepes and he wore rubber shoes to ensure he didn’t slip on the stage floor. 11 talent with 12 unique locations were filmed in just two days of production without sacrificing quality.