Concept: The new iPhone 17 Pro is a masterpiece. It's true work of art worthy of a museum yet completely accessible.  Emphasize its beauty and accessibility with seamless camera motion and editing that has a graceful minimalism.

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Challenge: 4 day post turn around from production wrap to air date without access to any physical locations.

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Solution: The most expensive part of film production is not knowing. Using 3D aided with some Ai tools we were able to create an Animatic/Previs of the spot. Essentially we were able to have a cut of the film before we stepped foot on set. Any shots that didn’t involve hero talent were already finished in the VFX pipeline. 

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For the rest of the shots, we utilized cutting edge virtual production where we were able to take already finished VFX environments and shoot them on an LED Volume. We were also able to take the exact moves we designed in 3d and feed them directly into motion control cameras to recreate the previs exactly on set. 

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Normally, a 4 day post turn around would mean less freedom to experiment, but by using previs we were able to “find it” in the edit long before we even had our first location scout. It’s tools like these that allow everyone the ability to play in the sandbox of a concept before locking in creative decisions and an efficient schedule.

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