The Future of Commercial Production with StageCraft
Javich & Co BTS from our Ades Commercial
In the world of commercial production, technology has always played a crucial role in pushing boundaries and enhancing creativity. One of the most groundbreaking advancements in recent years is the use of StageCraft, a virtual production technology that has revolutionized the way high-end commercials are made. From delivering hyper-realistic backgrounds to providing unprecedented flexibility, StageCraft is quickly becoming a favorite tool for commercial directors and ad agencies. We just used it ourselves in a recent project for Coca Cola (Skip down to the Case Study to see it)! In this post, we take you behind the scenes of a commercial shoot utilizing StageCraft and explore how it’s changing the game for brands.
What is StageCraft?
StageCraft is a virtual production platform developed by Industrial Light & Magic (ILM), originally for the hit show The Mandalorian. The technology uses LED panels to create immersive, real-time 3D environments that replace traditional green screens. These environments are rendered in Unreal Engine and can be adjusted on the fly, giving filmmakers and commercial directors limitless creative possibilities during the shoot.
Javich & Co BTS from our Ades Commercial
Why StageCraft is a Game-Changer for Commercials
When it comes to high-end commercials, brands are always looking for that “wow” factor. Whether it’s a sleek car ad or an aspirational lifestyle brand, visuals play a crucial role in capturing consumer attention. Here’s how StageCraft offers distinct advantages:
1. Real-Time Adjustments
Directors can see the final look of a scene while shooting. This eliminates the guesswork of imagining how CGI or green screen effects will look during post-production, allowing for more confident creative decisions.
2. Cost-Effective Production
Shooting on location can be time-consuming and costly. With StageCraft, entire environments—whether it’s a desert, bustling cityscape, or futuristic setting—can be created in the studio. This reduces travel costs and simplifies logistical challenges, making it a more budget-friendly option for many commercials.
3. Seamless Visual Integration
Unlike green screens, StageCraft's LED panels provide dynamic lighting that reacts to the virtual environment. This results in more realistic reflections and shadows on the subjects, creating a seamless integration between the real and virtual elements. The end result is a commercial with stunning visuals that feel authentic and immersive.
Behind the Scenes: How StageCraft is Used in a Commercial Shoot
Pre-Production: Designing the Virtual Environment
The process begins in pre-production, where the creative team collaborates with virtual production designers to map out the digital environments needed for the commercial. Using software like Unreal Engine, a 3D world is created that perfectly fits the brand's vision. The beauty of StageCraft lies in its flexibility—whether you need a lush tropical island, a futuristic metropolis, or an abstract art-inspired landscape, the digital environment can be customized to any detail.
Production: Bringing Virtual Worlds to Life
On the day of the shoot, the actors or product are placed in front of the LED panels, with the virtual world displayed in real-time. The director and cinematographer have complete control over lighting, camera angles, and movement within this world. Because StageCraft offers real-time rendering, the environment can be altered instantly if adjustments are needed.
For example, if you’re shooting a car commercial and want to change the backdrop from a desert to a mountain range, it can be done in minutes without relocating the entire crew.
Post-Production: Less Time, More Magic
Thanks to StageCraft, post-production is streamlined. Since most of the visual effects are handled during the shoot, there's less reliance on extensive VFX work after the fact. This reduces the post-production timeline, allowing brands to get their commercials to market faster.
Case Study: Our Ades Product Commercial
Javich & Co breakdown of using StageCraft with Generative AI to create our Ades commercial.
A prime example of a successful commercial shoot using StageCraft is our recent work with Coca Cola for their Ades drink product commercial. With multiple distinct locations ranging from a romantic tropical sunset to a blistering neolithic dessert, we had a lot to fit into this 20 second spot. With a tight budget and tighter schedule, we switched up our approach. Instead of the typical VFX method of shooting on green screens and creating photo-realistic backgrounds with traditional methods, we created stunning backgrounds significantly faster with AI tools and eliminated post-compositing time entirely by filming it all live on a virtual set. The result? A high-end, visually striking ad that seamlessly transitioned between vastly different environments—all while saving the brand time and money.
How Brands are Benefiting from StageCraft Technology
A wide variety of industries are starting to adopt StageCraft for their commercials. Fashion brands, for instance, use the technology to showcase their latest collections in stylized, dream-like environments that would be impossible to capture in the real world. Tech companies and Car Brands are also utilizing it for new product launches, creating futuristic backdrops that align with their innovative image. The list of uses for this incredible tech is growing everyday!
Genisis Car commercial BTS
The Future of Commercial Production: What’s Next for StageCraft?
As StageCraft continues to evolve, we can expect to see even more advanced applications in the world of commercials. The technology is becoming more accessible to a wider range of brands, and as its cost-efficiency improves, even smaller companies may soon be able to tap into its potential. In the coming years, we’ll likely see StageCraft play a key role in creating immersive brand experiences that blend storytelling, interactive elements, and stunning visual effects.
Elevating Commercials with StageCraft
StageCraft is more than just a tool for blockbuster films—it’s reshaping how commercials are made, providing directors with creative freedom and production teams with unparalleled efficiency. Whether it’s through real-time world-building, seamless integration of visual elements, or cost-saving benefits, StageCraft is the future of high-end commercial production. As more brands adopt this technology, we’re sure to witness an exciting new era of advertising. Contact us at Javich & Co if you're interested in learning more about using this awesome tech for your next project!
Javich & Co BTS from our Ades Commercial
Keywords: StageCraft, virtual production, high-end commercials, StageCraft technology, LED panels, behind the scenes, commercial production, real-time environments, Unreal Engine, immersive brand experiences.
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