MPC Creative provides film, VR project for Faraday at CES 2016

VR was everywhere at CES earlier this month, and LA’s MPC played a role. Their content production arm, MPC Creative, produced a film and VR experience for CES 2016, highlighting Faraday Future’s technology platform and providing glimpses of the innovations consumers can expect from their product. The specific innovation shown in the CES VR film was a concept car — the FFZERO1 high-performance electric dream car — and the inspiration around Faraday Future’s consumer-based cars.

“We wanted it to feel elemental. Faraday Future is a sophisticated brand that aims for a seamless connection between technology and transportation,” explains MPC Creative CD Dan Marsh, who also directed the film. “We tried to make the film personal, but natural in the landscape. The car is engineered for the racetrack, but beautiful, in the environmental showcase.”

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To make the film, MPC Creative shot a stand-in vehicle to achieve realistic performance driving and camera work. “We filmed in Malibu and a performance racetrack over two days, then married those locations together with some matte painting and CG to create a unique place that feels like an aspirational Nürburgring of sorts. We match-moved/tracked the real car that was filmed and replaced it with our CG replica of the Faraday Future racecar to get realistic performance driving. Interior shots were filmed on stage. We chose to bridge those stage shots with a slightly stylized appearance so that we could tie it all back together with a full CG demo sequence at the end of the film.”

MPC Creative also produced a Faraday Future VR experience that features the FFZERO1 driving through a series of abstract environments. The experience feels architectural and sculptural, and ultimately offers a spiritual versus visceral journey. Using Samsung’s Gear VR, CES attendees sat in a position similar to the angled seating of the car for their 360-degree CES_Faraday_MASTER.0001174tour.

MPC Creative shot the pursuit vehicle with an Arri Alexa and  used a Red Dragon for drone and VFX support. “We also mounted a Red, with a 4.5mm lens pointed upwards on a follow vehicle that allowed us to capture a mobile spherical environment, which we used to map moving reflections of the environment back onto the CG car,” explains MPC Creative executive producer Mike Wigart.

How did working on the film versus the VR product differ? “The VR project was very different from the film in the sense that it was CG rendered,” says Wigart. “We initially considered the idea of a doing a live-action VR piece, but we started to see several in-car live-action VR projects out in the world, so we decided to do something we hadn’t seen before — an aesthetically driven VR piece with design-based environments. We wanted a VR experience that was visually rich while speaking to the aspirational nature of Faraday Future.”

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Adds Marsh, “Faraday Future wanted to put viewers in the driver’s seat but, more than that, they wanted to create a compelling experience that points to some of the new ideas they are focusing on. We’ve seen and made a lot of car driving experiences, but without a compelling narrative the piece can be in danger of being VR for the sake of it. We made something for Faraday Future that you couldn’t see otherwise. We conceived an architectural framework for the experience. Participants travel through a racetrack of sorts, but each stage takes you through a unique space. But we’re also traveling fast, so, like the film, we’re teasing the possibilities.”

Tools used by MPC Creative included Autodesk Maya, Side Effects Houdini, V-Ray by Chaos Group, The Foundry’s Nuke and Nuke Studio and Tweak’s RV.

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