Unreal Engine | A driving force: real-time rendering on The Mill’s high-octane F1 ads

Press October 13, 2020

Creative content studio The Mill has been pioneering innovation in automotive advertising since 2016, when it unveiled BLACKBIRD—a fully adjustable car rig that can quickly transform its chassis to match almost any car for a live-action shoot.

The Human Race saw this groundbreaking concept combined with Unreal Engine’s high-fidelity real-time rendering capabilities to create an augmented reality process that would enable creatives to instantly visualize a CG car model within live action shots and adjust accordingly.

Since these two milestones, The Mill has been battle-testing its real-time workflows on TV advertisements. It recently created the high-octane launch promo idents for the new F1 2020 season, harnessing the power of real-time rendering to deliver on a tight schedule ahead of Sky’s TV coverage.


You can read the full article via Unreal Engine and get in touch with our VFX team here.