THE FUTURE OF FILM + CARS + CGI

THE MILL

Until now, automotive content has often been dictated or hampered by car availability, model revisions, limited access to locations and footage that can quickly become irrelevant.

In collaboration with JemFX, Performance Filmworks and Keslow Camera, The Mill has created The Mill BLACKBIRD® which sets out to transform the way automotive advertising is made – it’s a car rig that can be shot at any time, in any location, without the need to rely on a physical car.

MADE FOR ONE REASON

The Mill BLACKBIRD® is able to capture quality footage and data due to its camera array and tailor-made stabilisation unit, engineered in collaboration with Performance Filmworks’ legendary, multi award winning technician, Lev Yevstratov. A combination of high dynamic range imagery and 3D laser scanning generates a virtual version of the environment, producing 100% realistic CG renderings. The Mill has taken this a step further, developing a bespoke BLACKBIRD® AR application that allows you to see the intended vehicle in CG, tracked live over the rig on location.

Alistair Thompson, International Executive Vice President – The Mill comments: “We can unequivocally say that The Mill BLACKBIRD® is a tool to solve real problems for the advertising industry.  It is no vanity project.  It was the genuine needs of our advertising clients that made the Blackbird happen and their constant support and input has shaped its design and made it the game changing innovation that it has become.  The Blackbird journey has only just begun though and the technology and the thinking behind it will evolve.  We hope it will continue to provide inspiration for the whole industry and most importantly, in turn, our clients will create ways of using it that we have not even comprehended yet.  This is what excites us the most!”