Disguise Services and Lenovo’s Evolve Small Campaign
Traveling across the country without ever leaving New York
For Lenovo’s Evolve Small Campaign, star talent Queen Latifah did not have to travel far to visit small businesses across the country. In fact, she didn’t even have to leave the stage. For production company Alias Films, our virtual art team designed multiple virtual replications of some of the small businesses that are part of the Lenovo Evolve Small program.
Queen Latifah was able to get some fresh air walking down the main street of a small West Coast mountain town, enjoy a fresh hot coffee from 321 Coffee in North Carolina, and grab delicious ice cream cones from Luv Fats Ice Cream in Austin, Texas: All within two days of shooting and in the comfort of a climate-controlled studio in New York.
The design process took around two weeks to complete. Our virtual art team started by constructing structures according to the director, Rob Soucy's, vision, using references, and researching the physical locations for precise virtual recreation. Once every little detail, reflection, and lighting was perfected, and the scenes were in line with the creative vision, the production teams, talent, and our brain bar were all set to go on set.
Our volume operations team was on-site during the entire shoot to make sure the creative vision followed through. After wrapping up 95% of the shoot on set, only re-touches and colour corrections were left in post-production in order to launch the campaign and give small business owners a chance to work with the star talent herself: Queen Latifah.