Qiddiya City is a world first: a master-planned sports and entertainment zone covering 360 sq km, currently being built amid the craggy sandstone cliffs west of Riyadh. When complete it will comprise a Formula 1-ready, 21-corner racetrack, the first Six Flags theme park outside of North America, a multipurpose stadium and a prestigious culture and arts center.
To stir fascination among hundreds of millions of people for a place that doesn’t yet exist is quite a trick. The Qiddiya Investment Company looked for a partner capable of blending digital and physical storytelling to an uncanny degree. Journey adopted groundbreaking virtual production techniques for a video campaign, conceived with Droga5, that activates and feeds the public’s excitement for Qiddiya City. As much as anything in the collective decades of experience, virtual production (VP) redefines the art of the possible in digital media.
VP does away with costly, clunky green screens. Instead, utilizing a cylindrical LED screen around the stage, we were able to create a visual backdrop for a racecar driver passing through a hyper-realistically rendered Qiddiya City. VP opens up a realm of three-dimensional virtual space — a metaverse of film creation — that offers unmatched spectacular immersion for the actor, the crew and ultimately, the audience.
Partners
- Client: Qiddiya Investment Company
- Collaborators: Droga5, Dimension
Images: © Qiddiya City