Dir: Sam Siske
Bloom started as a project to test and demonstrate the power and capabilities of Virtual Production, ICVFX and Unreal Engine. By the time we shot it in 2021 I had been in deep learning and testing different ideas and technologies with LED screens for about 6 months.
I wanted to do more than test…I wanted to fully go for it on an actual production. Through all of the testing we were working with our friends Meptik to take what they’d learned doing immersive events and move that into a film/tv/commercial production environment. We were definitely looking to copy what the magicians at ILM Stagecraft and many other industry leaders were doing and see if we could make it happen in little ole Nashville.
The team at Meptik came up with the original idea of a bio-luminescent forest and started building the world in unreal. My team at Gear Seven started asking around all of our music industry friends for an artist and a song that fit the vibe we were going for. That’s how we found Emily. The song fit perfectly and she was absolutely on board for a free music video.
Sam Siske came on board to direct and we dug in to all the normal prep things as well as working with Meptik on the look and feel of the virtual world. We shot over two days with a fairly tight crew at what would soon become @ArcStudios. I chose the Alexa Mini LF and the Leitz Thalia lenses. I wanted that large format look to add to the bigger than life magical feel of it all…as well as help with a shallower depth of field which helps the LED stay nice and out of focus.
We spent a ton of time on the set decoration and art. @sophie absolutely killed it on the look and feel we were going for. This project taught me the importance of practical art in virtual production. I’m convinced that’s what always sells the effect.
I’m so proud of this project and the amazing team that put it together. I believe it totally still holds up even though ICVFX technology has grown so much since we shot this. The attitude of trying new things and pushing the boundaries is something I hope I can always re-create on my future projects.