building a virtual production set
Co-developed with McLaren, Project Aero combines world-leading aerodynamic engineering with technical apparel to deliver kit that redefines fast. Wind tunnel tested and WorldTour winning - this collection sets new standards in aero and speed.
Le Col is focused on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits.
For this collaboration, what the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for a stills campaign, to using some of the most innovative virtual production technology with Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.
The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data.
Director : Jay Creagh
Producer : Phil Tidy
Production co : Squire Studio
Executive Producer : Ben Fender
Creative director : Paul Greeno
Technical director : Christian Dickens
Project Manager : Jamie Sunter
1ST AD : Matt Lawson
DOP : James Medcraft
Focus : Morgan Spencer
2nd AC : Sam Taylor
Grip : Elliott Polley
DIT : Davo McConville
Gaffer : Leopold Naessens
Systems OP : Ruairidh Neilson
Unreal Artist : Michael Adefiniti
Studio : Bild Studios Social
Cyclist : Adam McCrae
BTS Photographer : Emma Giacalone
BTS Videographer : Angus Sutherland
BTS Editor : Emma Giacalone
Music : Weval - Someday