When a global brand like PlayStation and an agency like adam&eveDDB envision a spot where an 18-wheeler gets impaled on a skyscraper lighting spike, the question isn’t “Can it be done?” but “Who can deliver it?”.
For director Nicolai Fuglsig, the choice of shooting location is a strategic decision that balances creative ambition with local excellence. The recent “It Happens on PlayStation 5” (It Happens on PS5) campaign, featuring the breathtaking truck spot, required a partner who could navigate this exact challenge.
The Challenge: Authentic Performance Meets Epic SFX
The creative vision posed a unique problem. To feel real, the driver’s performance inside the truck cab needed genuine motion and reaction. To look epic, the fully articulated truck needed to be seen mid-air, impossibly perched on a skyscraper.
The solution was as elegant as it was complex:
- A Full-Scale, Gimbal-Mounted Truck Cab: We built a life-size truck cabin on a heavy-duty motion base, allowing the actress to react physically with complete authenticity.
- A Highly Detailed (massive) Miniature Truck: A perfectly scaled miniature was constructed for wide shots, giving the VFX team a physically accurate image to place into the metropolitan skyline.
The Real Test: Logistics, Precision, and Directorial Fidelity
The primary challenge wasn’t just building both units; it was ensuring they operated as one seamless creative tool.
- Art Department Mastery: Every detail, from the paint finish to the way light hit the grille, had to match perfectly between the full-scale and miniature units. This precision was non-negotiable for VFX integration and directorial approval.
Why Thailand? The Strategic Production Hub Advantage
This project underscores why Thailand has become a strategic choice for complex global campaigns:
- Skilled, Scalable Crews: Our local teams include expert model makers, movie engineers, and VFX-savvy technicians who understand the requirements of complex international productions.
- Cost-Effective Excellence: By leveraging local craftsmanship and Thailand’s competitive cost structure, we delivered a level of quality and innovation that would be cost-prohibitive in other territories.
The Bottom Line International Directors
The “It Happens” campaign is more than a spot; it’s a case study in managing complexity. For International Directors, the takeaway is clear: Thailand is no longer just a backdrop for beautiful landscapes. It is a fully-fledged production hub capable of delivering the most technically demanding, SFX-heavy campaigns with precision, innovation, and financial intelligence.
When your next campaign demands the impossible, the question isn’t if it can be done, but who can deliver it. Let’s discuss how we can bring your vision to life.
Ready to solve your next production challenge? Contact Living Films to leverage our expertise for your next project.
To watch the campaign video, please visit our project page here: https://www.livingfilms.com/projects/commercials/ps5-stunt-jump/
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