ACURA
RLX Launch
The Taylor James Automotive Division was commissioned to produce 70+ digital assets for the 2018 Acura RLX launch with Mullen Lowe, and renowned photographer Joe Windsor Willams who captured the backplates for the campaign.
PRE PRODUCTION | CGI
Shoot Production
Our technical team was on set to provide CG supervision during the 10 day shoot and to aid in capturing HDR environment domes for the selected locations. On set, we quickly produced a basic retouch on the captured backplates from the day's location shoot. A CG vehicle was rendered on top of the backplates to help the client visualise the final look and review the following morning for a speedy and efficient workflow.
Post Production | STEP BY STEP
The approved basic backplates and HDR’s were sent directly from set to our studio, where our team used the on-set approved images and scene setups as guides to work on the high-resolution backplates and domes. Additionally, the setups were used as camera and lensing guides to place vehicles into the scenes.
Our automotive artists utilised our proprietary software hydraGen® to automate the repetitive parts in the production pipeline so our automotive team could focus their resources on the creative execution and work on archieving our signature level of realism.
Along with cinemagraphs, our automotive artists also produced interior and exterior 360s to be showcased adjacent to the stills on Acura’s website.
