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Shooting a Chaumet advertisement in Studio XR with 2D scenery projections on LED screens. Discover Chaumet's new advertisement for the release of their new jewelry line.
For the release of its new jewelry line, Chaumet has seen things in a big way and decided to use virtual production to create sets in the most romantic cities on Earth to celebrate the 12 strokes of midnight in the five corners of the world (Shanghai, Tokyo, New York, London and Paris). Thanks to unreal sets, we can find a dreamlike garden in London or even the completely empty Place Vendôme from which a fireworks display is taking off and create unique 2D worlds.
Head machinist: Sacha Duval
Hair and makeup assistant: Lucie Marrot
Producer: Nadia Lessard
Stylist: Chloé Para
Assistant stylist: Romane Cizowski
Motion designer: Nicolas Ballu
Director: Jeremy Charbit
Female model – Cynthia
Male model: Ronan P
Rod real: Estelle Castel
Assistant Real: Céline Orsini
Motion trainee: Titouan
Assistant producer: Agathe Amico
Director of photography: Sébastien Tran
Studio director: Yannick Yamanga
Technical director: Moemen Salama
3D previsualization is a technique that creates a detailed digital simulation of the film set before the actual shoot. In practice, it involves digitally recreating the studio as a "digital double," a simulation environment where different options can be tested and explored. This improves production value by positioning cameras and characters, and simulating camera movements, lighting, and props.
Previsualization (previz) was used for this shoot to create the 3D sets and validate the angles as well as the camera heights of the backgrounds , guaranteeing perfect consistency between the digital set and the staging choices.
We offer three main types of images projected onto our LED wall:
This year, Chaumet opted for modernity and brought the end-of-year countdown to the four corners of the world with an extraordinary digital installation. Projected on a huge LED screen, each scene is shot in cities bathed in light. The result is an immersive campaign, in which the technical aspect contrasts harmoniously with the euphoric atmosphere of the holiday preparations recreated for the shoot. Thanks to the creation of unreal sets, this campaign was made possible because it was possible to recreate real locations like the completely empty Place Vendôme with a fireworks display. This would not have been imaginable in real life because it would have required numerous permits and administrative procedures that would have slowed down the filming of the project. In terms of logistics, the gain is considerable due to the centralization of all filming in the premises of the Virtual Production House in Trappes, rather than taking a film crew and actors to the five corners of the world.
Why Virtual Production
Virtual production has a number of advantages, such as the ability to benefit from natural lighting and almost infinite freedom in designing virtual worlds. Productions can therefore make the most of their work schedule, saving time logistically and financially by centralizing sequences that normally require traveling to multiple locations.
Virtual production allows for natural lighting of the scene compared to a green screen, where it is almost impossible to shoot dark and dimly lit scenes. With the LED wall, the light generated by the LED screens creates the right light immediately. This enhances the natural feel of the scene and eliminates the need for additional work in post-production.
VP also offers complete design freedom. In an LED volume, there is no need to compromise on the design of elements. It is possible to imagine and conceptualize a virtual world from A to Z according to the desires and needs of the production.
In addition, this technology provides complete environmental control. Photogrammetry and 3D scanning allow the virtualization of real sets and environments. It can also work in tandem with extended reality (XR) technology. This creates a 360° environment that reproduces the natural environment in its entirety.
Because virtual production encompasses the entire production process, it is possible to plan scenes and shots with precision.
For this project, we used our virtual production studio equipped with an 18x5 meter LED wall , located in Trappes Élancourt. This cutting-edge device allowed us to faithfully reproduce immersive 3D environments in which the dancers were able to evolve in real time, while maintaining perfectly controlled lighting.
These 3D sets were designed to interact with the dancers' movements, with the LED studio lights adapting to the choreographic intentions, creating a symbiosis between the real and the virtual. The result: a cinematic experience that transcends the traditional constraints of filming on a real set.
This project illustrates the power of virtual production in today's advertising campaigns. Thanks to the integration of real-time 3D sets , we were able to enrich the narrative and showcase the features of BYD vehicles in a fluid and impactful way. The motion design and lighting effects synchronized with the choreographies offer a spectacular showcase of the lines, technologies and performances of the ATTO 2 and SEALION 7.
This hybrid production combines live action, immersive content, and 3D special effects. All filmed in an LED ecosystem, guaranteeing ultra-realistic rendering and great creative flexibility.
This technological choice offers many advantages:
Of course, this method requires rigorous preparation. Creating the sets or capturing them takes time upfront, and the technology comes at a cost. However, these investments are more than offset by the quality of the final result and the fluidity of the filming.
Our LED studio in Paris is designed to accommodate ambitious productions, combining storytelling, technological innovation, and visual emotion. Whether it's advertising films, music videos, video game trailers, or immersive experiences, we put virtual production at the service of brands .
The BYD x Dancing with the Stars campaign is the perfect illustration: an alliance between automotive design, artistic performance and tomorrow's technologies.