CASE STUDY

Reveal XR delivers
virtual production TV
spot for Buﬀalo WildWings with Disguise
When Inspire Brands, a global multi-brand restaurantcompany, needed commercials for Buﬀalo Wild Wings
that were targeted to multiple international markets, itapproached Atlanta-based Reveal XR with the goal ofﬁnding a way to shoot the content without travelling tomultiple locations around the world.

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At a glance
In this case study you will discover how Reveal XR,
a strategic partner and vendor to Inspire Brands,
utilised a Disguise VX 4+ media server to enableBuﬀalo Wild Wings to circle the globe withoutleaving the studio.
Originally a single FIFA World Cup 2022 internationalcommercial quickly pivoted into multiple marketing deliverables
once Reveal XR presented Inspire Brands with the eﬃcienciesof virtual production. Inspire Brands beneﬁted from customised
digital environments, created by Reveal XR and driven by theDisguise workﬂow, which provided incremental ROI by saving
the time and expense of capturing on-location footage aroundthe world.
In its Atlanta studio, Reveal XR created digital settings for threerestaurants in diﬀerent parts of the world, as well as speciﬁc
home environments for families and friends watching the World
Cup in Mexico, Saudi Arabia, the UAE and India. Three shootdays driven by Unreal Engine creative meshing throughDisguise VX 4+ resulted in capturing about 75 percent more
content than traditional production workﬂows over the sametime period at a third of the cost. In addition to the live action
footage captured, Reveal XR produced hundreds of lifestyle
photos and motion controlled tabletop food photography tosupport the campaign all within the same timeline.

Image credits: Lorem ipsum

The challenge
Reveal XR not only had a limited amount of time from concept
to delivery, but once the Buﬀalo Wild Wings team realised theopportunity to create more content, the ideas seemed to keep
growing. Understanding both the opportunities and theboundaries of the technology are the strengths of anexperienced virtual production team.
Reveal XR’s VP expertise, acquired after more than four years’
experience working with the new technology, enabled smooth
integration of Disguise with camera tracking and Unreal Engineworkﬂows in a pitfall-free process.
A big fan of 1:1 test/prep days to shoot days, Reveal XR
followed the test-and-verify method to ensure that creativesolutions could be triggered if needed and to encourage alevel-headed, stay-calm approach should any issues arise. Thiskind of forethought allowed Reveal XR to make the most of theshoot and its outcome.

Image credits: Lorem ipsum

The solution
Reveal XR’s studio was outﬁtted with a single Disguise VX 4+
media server and two Disguise RX II rendering platforms
connected via a 100G networking backbone. With 100G
networking on board and major video processing
improvements from its VX 4 predecessor, the recently-released
VX 4+ was made for heavy virtual production environments andcomplex compositing.
Reveal XR believes the xR set calibration tools built into
Disguise are the best in the industry. Each utility is
purpose-built and eﬃcient, with recent updates cutting down
the time required for spatial calibration by a signiﬁcant factor.
Combined with the ability of Disguise to interpret tracking datafrom nearly any source, and without any pre-calibration, theteam found it “diﬃcult to imagine using any other solution in ademanding virtual production environment,” according to ChadShockley, Reveal XR Executive Producer.

Image credits: Lorem ipsum

REVEAL XR“Disguise servers are extremely stable

and resilient machines. Once a stable
conﬁguration has been achieved within
the studio, we can rely on Disguise tomaintain that environment acrossmultiple days of shooting without issue.
We also rely on the advanced networking
oﬀered by Disguise. The uncompressed
RenderStream workﬂow allows us tomaintain multiple workloads for both
front plate and back plate elements aswell as multiple render targets in the formof live textures within those workloads..”
Chad Shockley
Executive Producer

Results
Reveal XR was especially pleased by the astounding amount ofcontent it created in three production days for the commercial
campaign directed by Roman Johnson. The client also realised
the many applications that are possible using virtual production
technology – a real eye-opener for future projects.

40503person crewplus on-air talent

days of shooting“In a world where brands and clients are looking to maximise
their marketing dollars, I cannot think of a better place to startthan with a conversation about virtual production as thefoundational solve to the creative challenge,” says Shockley.

Image credits: Lorem ipsum

Conclusion
Client satisfaction was the big winner in theBuﬀalo Wild Wings commercial campaign,according to Reveal XR. Experiencing virtual
production ﬁrst-hand eliminated any remaining
level of scepticism about the process.
Seeing the digital environments run through the camera andthe Disguise layer, the composited version became very real tothe client as Buﬀalo Wild Wings ﬁlled the cravings of fansaround the world within the conﬁnes of Reveal XR’s studio.
Watch the ﬁnal TV spot
Watch now

Go behind the scenes of the shootWatch now

Image credits: Lorem ipsum

Disguise equipment used

DESIGNERVX 4+Designer is the ultimate software
to visualise, design, andsequence projects at every stage,
from concept all the way throughto showtime.

VX 4+ is the newindustry-standard media server
powering the world’s biggest andmost demanding virtualproductions.

Find out more

Find out moreIn Partnership with
Executive Producer: Chad Shockley
Executive Director Virtual Production: Nathan Dies
Director: Roman Johnson
DP/camera tracker: Jordan Fisher
Unreal Engine Director: Eric Lee
Studio Lead, Disguise Operator and LED Tech: Max Kaplan

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