Case Study | Previz and Storyboarding
Toyota
TVC | 2024
Produced by FINCH Company
Directed by Michael Hili
For this project Michael had an adventurous concept and wanted assistance in proving it was technically achievable before going too far with his pitch document.
After contributing some creative references I set about 3D modeling the proposed location and sourcing 3D models of the props, delivering stylized storyboard images for the pitch document and accurately dimensioned drawings of the intended set.
By animating the 3D scene we worked through dozens of iterations of the performance, edit and framing in the lead up to the shoot.
Stage 1 | Collaboration on the Art Direction before taking Michael’s sketched concept to a dimensionally accurate 3D scene.
Stage 2 | Stylized lighting and example framing renders. These were made more visually dramatic for use in the pitch deck and initial storyboard.
Stage 3 | A more technical pass to assist in planning the logistics, set design and installation of the Kuka robotics arm.
Stage 4 | The entire sequence was animated and camera angles explored as a previz animated edit. Data from this stage was used to plan the robotic arm movements, talent’s timing and performance and high level lighting decisions.
Final Product | Working with an amazing Art Department and Director of Photography, Michael was able to execute on his vision with an excited client group who were much more informed on what to expect before a single frame had been filmed practically.
