October 26, 2020

Actor Daniel Kaluuya Powers His Dreams to Build Unique Worlds in Epic Global Campaign for the Xbox Series X Launch

The surreal film, with VFX and grade by Moving Picture Company, delivers next-gen innovation using MPC’s latest techniques, virtual production, remote post-production, and Oscar-winning film team.

The long-awaited Xbox Series X launch campaign is officially here, directed by RESET’s Ian Pons Jewell. Set to Labrinth’s ‘No Ordinary’, the film from 215 McCann sees Oscar nominated actor Daniel Kaluuya (Get Out, Black Panther) transform into CGI as he falls into a thrilling adventure dream world, gradually gaining control and power within it.

The surreal spot, ‘Us Dreamers,’ packed full of CGI, animation and FX work by MPC, delivers a new generation of innovation with nods to franchises including Halo, Assassins Creed and Medieval Vikings.

Using their latest techniques together with 4D facial capture, MPC were able to bring the fantastical elements to life and recreate Daniel as a digital human, driving his face and body performances, as well as grooming techniques for hair and realistic cloth simulation.



The MPC team delivered on many challenges, including the look development process and the creation of six different worlds, taking a unique approach for each one. Fabian Frank, Head of Creature Development at MPC, commented:

“The sheer scale of this CGI-heavy campaign is immense. We started to develop the dream worlds based on an initial script and storyboards; there was a lot of creative freedom and Unreal Engine played a big part in the concept stage.”

MPC utilized talent from their Academy Award winning film team, working together on concept and creative range, on a campaign that was created entirely through lockdown. MPC found solutions to shoot limitations and explored virtual production, using Unreal Engine in the creative development processes. Unreal allowed MPC to envision the whole film and provide the director and the client with a high quality, highly interactive previsualization.



David Filipe, VFX Supervisor at MPC said:

“This film showcases our ambition to challenge the ordinary and pushes the boundaries of remote post-production. With Covid-19 restrictions changing the way we work, Unreal allowed the agency, the director and client to come together and make decisions in real-time.”

The visual effects team at MPC was led by Creative Directors Michael Gregory and Dan Seddon and VFX Supervisors Toya Drechsler, Zhenya Vladi, Corinne DeOrsay, Fabian Frank and David Filipe.



Ricky Gausis, Senior Colorist, adds:

“I was really able to manipulate the CG environments and push them into a cinematic world and (hopefully) give them an interesting look, each one feeling different from the last, to lean into the vast feeling of this epic spot.”

Xbox Series X launches worldwide on November 10. Read the full story behind the campaign and hear more from the team at MPC.