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Virtual Production in association withThe Immortal Awards
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How a Complex Supermarket Commercial Is No Longer a Problem Thanks to 3D Décor

02/11/2022
Production Company
Amsterdam, Netherlands
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PAKT's Maurice Wenneker and Wenneker.amsterdam's Robert Verberne present the second article in a series on virtual producing

It's a common request to shoot a commercial in a supermarket but it’s also a huge logistical challenge. Now, thanks to Virtual Production's innovative technique, PAKT was able to realise this for HENKEL (Dixan) on time, on budget and, guess what? It’s a great piece of work.

Challenge

Robert Verberne (PAKT producer): 'The German detergent manufacturer HENKEL challenged us to make a commercial for the Dixan brand. There were a number of conditions:

  • The commercial was largely to be set in a supermarket
  • Some shots must be filmed in a laundry room with a washing machine. 
  • The commercial was intended for the Southern European market.
  • There was budget for one day of shooting. 

'Shooting in a supermarket is without exception, a super complicated job,' says PAKT producer Robert Verberne. 'Supermarkets are almost always open, so the only real option for to shoot is on a Sunday evening. All products have to be tight on the shelves and competing products must not be seen on screen. And, once completed, the whole crew has to move to another location, to film the washroom location.

Approach

PAKT was still able to realise the commercial thanks to Virtual Production. It works like this: PAKT's 3D artists create a supermarket in 3D, which is projected onto a large LED screen. In the foreground, PAKT builds two physical shelves, seamlessly connecting the real and virtual worlds.

Producer Robert Verberne: 'On the set, suddenly everything is achievable. We made the supermarket a little more attractive and more attuned to the Southern European audience. Then we virtually switched to the washroom. Despite the smaller budget, we were still able to meet all the requirements.'

Four advantages of Virtual Production for Dixan

1. The supermarket has a Mediterranean atmosphere without having to travel to Southern Europe.
2. There are no logistical challenges for filming in a supermarket and no CO2 emissions from travelling there.
3. In one day, PAKT can film both locations for the commercial. A smaller budget still delivers high production value.
4. The look of the supermarket is very realistic and nicer than you might achieve in real life.

This article is the second in a series on Virtual Production. In the first episode, you read about the technology of Virtual Production. In the third episode, PAKT gives another example of producing in this innovative way.

Article by Maurice Wenneker (Co-CEO PAKT) & Robert Verberne (executive producer Wenneker.amsterdam).

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