Impossible Objects Releases BTS Showcasing Virtual Production for “The Future is Better with OnStar” via Campbell Ewald

World-building creative lab Impossible Objects (IO) recently shared a behind the scenes look into the new campaign for GM’s OnStar service using the same real-time technology as Hollywood shows like “The Mandalorian.” The :45 ad was created using Unreal Engine from pre-vis through post, Disguise for playback, captured in the state-of-the-art LED volume at NantStudios. See how the virtual production contributed to the creation of this new futuristic campaign. Building The OnStar

“Campbell Ewald and General Motors partnering with our team to produce “The OnStar,” using all the hallmarks of virtual production, marks a special moment for us here at Impossible Objects,” said Joe Sill, Founder/Creative Director. “This campaign demonstrates how we can bring an ambitious visual concept to life more quickly and efficiently with real time tools, and a team of creative and technical experts who know how to navigate this new production realm.”

With the new tagline “Better Never Stops,” the spot highlights the expanded tech capabilities of OnStar’s offerings, including safety, connectivity, and entertainment. An automotive-focused project like this would have typically had minimal touch points across the various necessary departments that create car commercials. By approaching this campaign as a virtual production, it fostered a unique creative space for everyone to collaborate throughout the shoot. Car commercials typically require multiple locations and vehicles, road closures, permits, and weather contingencies. The ability to incorporate all of these elements without ever leaving the LED volume enabled greater efficiency, developed an intimate creative process, and produced an inspired final product.

The campaign was shot over four days, with scenes ranging from the bridge of a spaceship, to driving over a city bridge, and down forest and coastal roads—all captured in the volume. Once one scene was finished, the team could quickly change the digital environments playing out on LED walls and foreground set pieces to “move” to the next location. “Working the way we do, we can use the same digital environments we create for the pre-visualization in Unreal Engine, and build upon them throughout the production. This allows us to remain consistent and saves budget on the back end,” said Mark Allen, Virtual Production Supervisor.

About Impossible Objects
Impossible Objects was founded in 2019 by Joe Sill and Jerad Anderson. A self-described world-building lab, the company is made up of a team of artists and engineers who specialize in building projects that marry the physical and digital worlds to build commercial projects and original IP. Combining expertise in CG visualization and animation, real-time performance capture and navigation of green screen and LED volumes, the company is uniquely positioned to fill a burgeoning demand for virtual production.

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Agency: Campbell Ewald
CCO: Silmo Bonomi
Group Creative Director: Jim Millis
ACD: Ben Klassman
ACD: Phil Wood
Director of Integrated Production: Martha Carter
Senior Producer: Steve Leslie
Director of Business Affairs: Kelly Maines
Senior Business Manager: Mart Carlington
Senior Talent Manager: Susan Keller-Perkins
Talent Specialist: Ashley Edwards
Chief Client Officer: Colin Padden
Group Account Director: Caitlin Kelly
Account Director: Sarah Davis
Associate Account Director: Megan Nahas
Photographer: Jordan Pay

Virtual Production: Impossible Objects
Founder/Creative Director: Joe Sill
Executive Producer: Jerad Anderson
Executive Producer: Sarah James
Directors: Miles Cable & Aj Favicchio
Creative Director: JD Dillard
Midwest Rep: Nikki Weiss- Goldstein
Head of Technology: Luc Delamare
VFX Supervisor: Morgan McDermott
Virtual Production Supervisor: Mark Allen
Producer: Cait Campbell
Senior Post Coordinator: Kim Bifulco
Production Coordinator: Anissa Jones
Sr. FX Artist: Matt Johnson
Sr. Compositor: Juan Gonzalez
Look Dev/Modeling Artist: Michael Yoshimura
UE Senior Environment Artist: Rodrigo Castro
Previs Artist: Dane Armour
CG Artist: Matthew Viviano
FX Artist: Dara Anya
Compositor: Josiah Reeves
Compositor: Adam Dunn
Online Artist: Tyson Johnson

Production: Florence/IO
Executive Producer: Jerad Anderson & Matt Griffo
Managing Director: Ned Brown
Head of Production: Rick Theberge
Line Producer: Diane Leuci
Production Manager: Lori Chapman
1st AD: Bashir Taylor
Director of Photography: Russ Fraser
Production Designer: Spencer Graves
Gaffer: Nick Durr
Key Grip: Luke Poole
Key Makeup: Brielle McKenna
Key Costume: Chanel Gibbons
Script Supervisor: Cori Glazer

Volume Stage Partner/Additional RAD: NantStudios
Head of Production: Chris Williams
Head of Real-Time Art: Bryan Brown
Head of Technology: Martin Rushworth
Virtual Production Supervisor: Jennifer McSpadden
Senior Producer/Technical Producer: Kristin Mihara
Associate Producer: Tyler White
Sr. Stage Manager: Adolfo Sanchez
3D Generalist: Andrew Trout
Virtual Production Capture TD: Anthony DeMeo IV
Environment Artist: Chris Kiser
Real Time Content Lead: Evan Welch
VP of Virtual Production: Gary Marshall
Lead 3D Content Artist: Gennady Babichenko
Virtual Production Coordinator: Jing Marshall

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