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      Released2022
      FormatCommercial
      Duration22 sec
      Production companyWenneker Amsterdam
      AgencyTBWA
      DirectorSander Janssen
      DOPJob Kraaijenveld
      Production designerFlorian Legters / Uncrowned King
      Post-productionWenneker Amsterdam

      Shot at ReadySet Studios, Amsterdam

      VP/ICVFX supervisorRobert Okker
      VP/ICVFX producerDennis Kleyn
      VP/ICVFX artistRené van Zon
      Head of VPNils Pauwels

      Dixan – Virtual Supermarket

      Virtual Supermarket

      Supermarkets are a notoriously challenging location to shoot. They require a buyout of an actual supermarket (which often means shooting during the night), dealing with making other brands appear anonymous and considerations towards the layout and ‘dressing’ of the store.

      A solution to tackle all of these obstacles in one go is creating (and shooting in a) virtual supermarket: always open for business, a fully customisable layout, fillable store shelves with imaginary products and easily themeable to occasions from Christmas to Easter. ReadySet Studios themed up with Florian Legters (Uncrowned King) and Planet X to create a first of its kind virtual supermarket for Wenneker’s Dixan commercial.

      Building a virtual supermarket in a game engine (Unreal Engine) starts with analysing what makes a supermarket look like a supermarket. From the layout of the store (a certain logic in product placement always exists) to the overall color palette; the basic ingredients to get the right feel that is so instantly recognisable.

      Then the fun part starts where the added value of total control over the environment comes into play: a cooler tone in the back of the store by adding a frozen segment with the right tone and size, some overhead signs that we can also mimic in the foreground and tuning to the exact hue of warmth we wanted to get from the wooden panels a little bit higher up the walls. It’s this kind of ‘composing’ that allows for so much precise

      Test renders from Unreal to see how close we could get to achieving a photo-real result, but also analysing at the same time what is missing or what makes a supermarket look like a supermarket. Missing here: shelves need to differ in height, certain products are never placed at the bottom, etc.

      Despite the seemingly perfect alignment of products in a real supermarket, the alignment you can achieve in a digital world is just too much perfection. We had to add far more (subtle) irregularities to get to the same look and feel you expect from a real-world supermarket.

      “Changing and aligning the product is now a matter of a few click away with some custom tools we created for shooting supermarket aisles. We even had someone act to pick a CG product from one of the VP shelves, due to carefully alignment we could even create more depth this way”

      — VP supervisor Robert Okker

      This behind the scenes film created by Wenneker shows how the joined forces of the on-set crew, Uncrowned King and Planet X achieved convincing results without ever stepping into a 'real' supermarket on location.

      Credits

      Released2022
      FormatCommercial
      Duration22 sec
      Production companyWenneker Amsterdam
      AgencyTBWA
      DirectorSander Janssen
      DOPJob Kraaijenveld
      Production designerFlorian Legters / Uncrowned King
      Post-productionWenneker Amsterdam

      Shot at ReadySet Studios, Amsterdam

      VP/ICVFX supervisorRobert Okker
      VP/ICVFX producerDennis Kleyn
      VP/ICVFX artistRené van Zon
      Head of VPNils Pauwels