design + execution
Daily 3 & 4
Virtual Production
Michigan Lottery is known for its high-production-value commercial content, and for this project the challenge was to film six distinct locations—each featuring the same camera crane move—all in a single day. Partnering with the Deka Brothers (directors), Woodward Original (production company) and Geoff George (DP), we executed the concept on a virtual film set, making the ambitious timeline possible.
How do you film six locations in a single January day in Michigan without a single snowflake, while working under a tight timeline and budget?
The solution was virtual production on a soundstage, giving us full control over weather, lighting, and schedule. This approach allowed us to capture all six environments in one day, on time and on budget, while delivering a polished final result. Our team joined the project just as the creative treatment was finalized and scenes were being locked. We were onboarded with high hopes and hit the ground running.
Tight Turnaround:
We had just two and a half weeks from onboarding to delivery. Within days, we built the scenes, conducted a virtual scout, and exported a fully timed animatic for review.
Technical Challenge:
The creative called for a repeating, continuous camera boom across multiple scenes. This required precise measurements and meticulous planning to maintain visual consistency and hide seams.
Collaboration & Process:
We consulted on the virtual production pipeline and led the team through key stages, using our refined workflow and project management tools to keep everyone aligned. Regular checkpoints maintained creative intent and kept approvals moving quickly.
Client: Michigan Lottery
Deliverables: :30 commercial with a :15 cutdown
Distribution: Michigan broadcast TV + digital
Pre-Production: Union casting and callbacks for six on-camera principals, with client-provided shooting boards. Agency handled union session and wardrobe fees.
Production: Location shoot in Michigan with SAG regional talent.
Locations: Detroit Riverfront, birthday party, firehouse, bar, graduation, and diner scenes.
VP Stage Dimensions: 33' x 38'
Volume Resolution of backwall: 10368 x 2376
Camera: Arri Alexa Mini
Sensor Size: 31.68 x 17.82 mm
Aspect Ratio: 1.78:1
Lens: 50mm
Aperture: T2.5
F27 Technoscope crane at fixed heights and length of move
Rendering camera moves to create an animatic for alignment and client buy-in.
Art department was able to build props to specific dimensions knowing exactly how they would integrate into shots.
Virtual production is all about control and predictability. Not only the production pipeline in general being a "fix it in pre" mentality but also production days are less unpredictable being in a controlled sound stage.
