CASE STUDY // Gear Seven x C Spire | How Virtual Production Delivers On-time On-Budget Assets

Agency: Lewis Communications
Client:
C Spire
Project Type: Commercial Production + Virtual Production
Studio: Arc Studios (Gear Seven's Virtual Production Studio)
Platform Focus: Broadcast Commercial

The Challenge:
C Spire needed a dynamic driving scene for their latest campaign, but traditional on-location filming presented several challenges—permits, safety concerns, increased crew size, and higher costs. The goal was to find a smarter, more efficient way to bring the director’s vision to life without compromising quality or creativity.

Our Solution:
Rather than taking the production on the road, Gear Seven partnered with Lewis Communications to bring the scene indoors at ARC Studios. By leveraging virtual production, we recreated a fully controllable driving environment, eliminating logistical hurdles while maintaining complete creative freedom.

Shooting in a studio allowed us to film the entire sequence in just two hours while capturing a consistent golden hour lighting throughout. This setup provided a stress-free environment for intentional shot design and seamless execution, giving director Matt Underwood more creative control without the typical constraints of outdoor production.

Beyond the shoot itself, Gear Seven’s integrated ecosystem enhanced the production process. With direct access to Shift Dynamics for automotive and gear needs, along with the technical advantages of ARC Studios, we streamlined logistics, ensuring a smooth and efficient workflow from start to finish. We were able to keep only a skeleton crew onsite for the virtual production scene while the rest of the crew went to location #3 for set up. Ensuring that as client, director and remaining crew arrived, we were set up to continue shooting the rest of the spot.

Our Execution:
Filming at ARC Studios provided several key advantages:

  • Precision & Control: Virtual production enabled us to fine-tune every aspect of the scene, from lighting to background elements.
  • Time & Cost Efficiency: By eliminating on-location challenges, we maximized efficiency without sacrificing quality.
  • Director-Centric Approach: Matt Underwood had the flexibility to refine his vision in real time, ensuring the final product aligned perfectly with creative goals.

The Results:
The final piece delivered a high-quality, visually engaging driving scene without the usual complexities of on-location filming. By prioritizing efficiency, safety, and creative flexibility, Gear Seven continues to set the standard as a premier production partner—making the impossible possible while enhancing every project with innovative solutions.

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