Rendering was executed in Unreal.įramestore also created launch content featuring the virtual can in a glossy, tech-style product launch across all social platforms and within the Decentraland metaverse press launch. Once approved, Framestore’s animators worked in Maya to clean up the mocap animation and add facial expressions to bring each character to life. Being able to move assets and cameras in real time while having the animation running gave everyone a huge amount of flexibility to get it looking how we wanted it to.” Wood enjoyed having these live client sessions “because you do not get this real-time feedback in a traditional pipeline. “Once the previs was locked off, we used that as our ‘shooting boards’ on the mocap shoot that was done at Frametsore’s in-house mocap studio, using our team and three performers, with the clients and agency joining remotely.” “We decided to use mocap as the base animation, mainly due to timing constraints, but also because of the ability to see the animation directly on the CG characters so quickly in Unreal,” says Wood. “This posed an interesting challenge for us, which we approached by harnessing the Unreal Engine and Marketplace, giving us the capability, capacity and technology to create something really appealing.”Ĭalling on its extensive experience using video game engines in production, Framestore used Unreal Engine as its driving piece of software, with all spots executed using mocap, Unreal and some Nuke and Flame compositing. “Framestore is known for hyper-realistic, lifelike CG, but this was intentionally designed to be the opposite - stylized, lighthearted and, ultimately, fun,” adds Yang. “It meant that any derivatives and out-of-home deliverables, including the Piccadilly Lights full-screen experience, were all keyed back to the overall narrative that the beer is in the metaverse.” “The premise is that Heineken Silver lives in the metaverse, so viewers need to believe they’re watching a video game from the first few frames - no matter what platform they’re watching it on - before it inevitably transfers into a Heineken spot,” explains director Wood. Alongside those edits, Framestore created custom-built digital out-of-home (DOOH) versions to be released across social and additional content to be released across various European DOOH platforms. The edits showcased the virtual beer, which was released across all of Heineken’s social platforms. The concept was to approach the metaverse in a tongue-in-cheek way with the ironic release of a virtual beer served in their a simulated brewery within “Decentraland.”įramestore employed a seamless pipeline, using mocap and real-time production to help direct and create two individual edits.
Framestore worked with directors William Bartlett, Simon Wood and real-time supervisor Taekyu Yang to create numerous assets for the pre-launch of Heineken Silver beer for agency Publicis.
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