GMC Hummer EV | Virtual City
The Project
Show opens for the Call of Duty League broadcasts. Created for Activision and Artifact Studios as part of the Call of Duty League broadcast package. Shot at Orbital Virtual Studios in Los Angeles.
The Challenge
The GMC HUMMER EV is a playable vehicle in Call of Duty: Modern Warfare II, and a cross promotion was in order. Call of Duty represents the state of the art in gaming. The all-electric GMC HUMMER EV points to the future of the automotive industry. A team-up of these two properties should embody these cutting-edge qualities. So we created a virtual city and drove the Hummer EV through it.
Our Approach
We created previsualization renders in Unreal Engine to demo the concept in preproduction before shooting with the actual vehicle. Production and visual effects used the same digital assets as previsualization, so there is a one-to-one between concept and final product.
We shot close-ups and interiors of the HUMMER EV on a virtual production stage. Giant LED screens surrounded the actual vehicle and displayed the virtual city set. Motion sensors on the stage synced the movement of the camera with the virtual set to provide realistic 3D perspective.
Wide shots of the vehicle were created in Unreal Engine and leveraged the same virtual city set as the previsualization imagery and stage production. This continuity of assets through each phase of the project results in visual consistency from concept to live action footage to visual effects to the final product.
The Result
By combining Unreal Engine, virtual production staging, and live-action vehicle work, we delivered a high-fidelity promotional piece that unites gaming aesthetics with automotive innovation. From previs to production, we kept assets consistent across all phases—rendered cityscapes, live vehicle interiors, and wide-angle exteriors—all synchronized to create visual unity and elevated realism. The result: a broadcast-ready spot that amplifies GMC’s all-electric HUMMER EV as a futuristic, boundary-pushing icon in both gaming culture and automotive design.