CASE STUDYBMW China breaks
into the world of xRfor car commercials
When BMW China made its ﬁrst foray into
extended reality (xR) production for a televisioncommercial for its i3 electric Sedan, the company
enlisted the help of Beijing-based BLUEBOX xR
Studios with their highly-equipped virtual studioand expertise.

www.disguise.one

SummaryIn this case study you will learn how theDisguise xR workﬂow, featuring two VX 4
media servers and four RX II render nodes
served as the entire xR control system for thegroundbreaking commercial shoot.
The spot showcases the making of the commercial itself andfeatures the luxury vehicle against animated graphicalbackgrounds which include a cityscape, night sky and a vast
desert. xR production was chosen as the best option to relate
the commercial’s narrative and integrate the values andperformance characteristics of the BMW vehicle into theunusual storyline.
BIG BLUE, owner of BLUEBOX xR Studios, uses virtual
production as the go-to for automotive advertising. With it, theteam can design many kinds of virtual spaces in the studio andcapture better ambient reﬂections, real-time sky lighting, andWYSIWYG (what-you-see-is-what-you-get) shots, for more
eﬃcient shoots.
With the Disguise xR workﬂow delivering the virtual content
created in Unreal Engine, the BIG BLUE team knew theirtried-and-tested technical approach would not encounter any
diﬃculties during the project’s short turnaround.

Image credits: BLUEBOX xR Studios

The challenge
During the project planning stage, BIG BLUE provided theclient with technical previews and some creative suggestions,as well as advice about how to use the characteristics of xR tobetter ﬁt the needs of the product.
With BMW China expecting ultimate quality and reliability, theteam initiated a testing phase to prove the viability of the xR
equipment complement, which, in addition to Disguisetechnology, included a 26 x 7-metre ROE BP2V2 LED panel,
Brompton processor, a 16 x 8-metre LED canopy, two Sony
CineAltaV2 cameras, a variety of lenses and ARRI lighting. The
commercial was shot in 4K 10-bit SDR for maximum quality.

Image credits: BLUEBOX xR Studios

The solution
Disguise China provided BLUEBOX xR studios with training
together with technical and hardware support.
Although BLUEBOX xR Studios was founded in April 2022, thecore team has used Disguise for more than 40 virtual shoots inthe last two years as a complete technical solution for virtualproduction. BIG BLUE CTO and Virtual Filming Technical
Director, Vno Hu, has been a Disguise user for seven years andcounting.

“Disguise's excellent stabilityand quick set-up foradjustment were importantguarantees for BMW’s virtualshoot, the results of whichgave viewers a completely
new visual experience.
Vno Hu | CTO & Virtual Filming Technical
Director
BLUEBOX xR Studios
Image credits: BLUEBOX xR Studios

Results
Together with Disguise, BIG BLUE is constantly
updating and optimising its technical solutionsin the hope of providing better results forclients.

122week for Unreal
Engine content
production

days for live builddays for xR ShootThe BMW shoot was the team’s second commercial shot in 4K
10-bit SDR, and the studio was more than satisﬁed with theresults.

Watch here

Image credits: BLUEBOX xR Studios

Disguise equipment used

VX 4RX IIFABRIC

Optimised for playing up to fourtimes uncompressed 4K60 andlossless 10-bit video, the VX 4powers content of the highest
quality at any scale.

RX II is our dedicated system forhosting content from real-timerender engines, unlocking 40%
more graphics processing power
than its predecessor.

Fabric is our pre-conﬁgured
network switch that quickly andseamlessly connects Disguiseservers - streaming 4k content
without latency or dropped
framesFind out more

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In Partnership withDirector Team
Director: Qi Tianzuo
Production Supervisor: Guo Dawei
Executive Producer: Gao Qianwei
Producer: Ji Feng
Cinematographer: Shen Yang
Lighting Designer: Zhou ShiArt Designer: He Yang
Props: Luo Xiaorong
Stylist: Zhao Ying
Virtual Filming Team
Virtual Filming Project Director: Na Yanjun,
Zhang Fengqing
Virtual Filming Technical Director: vno.hu
UNREAL ENGINE Content Production Director:
Shu Shanyi
Virtual Filming Technical Engineer: Hanken,
Peng Fei, Pei Yichen
LED Screen and Processor System Engineer:
Zhang Yanzhi, Shen Quan, Ma Gu

Get in touch
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