Director William Armstrong Explores the 'Last Frontier' in Genesis Motors Spot

Nicholas Berglund is sharing a new piece by director William Armstrong for Genesis Motors - the director’s cut.

Genesis commissioned William to develop a project about their transition to 100% electric energy. The challenge was to find new visual ways of showing electricity alongside another new fuel source from hydrogen. The film was primarily shot on locations around Slovenia, but the limits on shooting a concept vehicle (The Genesis Vision X) meant the team needed a different approach for the car.

The production moved to a virtual studio Munich where environments like the stars, modern city road, car bunker and electricity chamber were created in Unreal Engine and rendered in real time on an LED volume - rapidly becoming one of the film industry’s most exciting new technologies. 

Director William Armstrong comments: “We shot some incredible locations for this project but the stand out was working in studio at HyperBowl and exploring the possibilities of virtual sets. Creatively it opens up so many doors, making that jump between what you imagine and what you see on set much smaller - it changes the dynamics for the cast, for lighting, for scheduling, it’s a totally new way of working. Super excited to dive deeper into this as it develops…”