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When the Creative Outpost team was called upon to work on the latest Vitality spot, it was clear this wouldn't be your typical shoot. With performing dogs, tracking vehicles, an open-top Cadillac, and, of course, the unpredictable British weather all in the mix, we knew contingency plans were essential. But, as always, the team were ready for anything.

Tim Davies, Creative Outpost’s VFX Supervisor commented, “Director Jim Gilchrist brought his A-game, capturing the vibrant energy of Southend-on-Sea with an authenticity that perfectly matched the campaign’s bold and dynamic vibe. From the busy strip to the glistening coastline, Jim’s direction brought out the essence of the location, creating a scene brimming with life.

“As for the weather? Well, that's where our team’s adaptability shone through. When the sun finally made an appearance, we seized the moment to shoot 360-degree shots of the entire strip, ensuring we had perfect sky plates and reflections for the car in post-production. Every detail was meticulously captured to deliver a seamless final product.”

“Our head of CG, Aron Makkai, was also on set, ready to answer any complex CGI questions and gather texture references to ensure the digital assets would integrate flawlessly with the live-action footage. With his expertise and eye for detail, the CGI elements came together beautifully, adding depth and polish to the final ad.

“As the shoot wrapped up and the last scene was captured, there was just one small let down: Adventure Island was closed for the season. But don't worry - we'll be back for round two next time!”

With CO team’s expertise in post-production, combined with a stellar crew on set, this Vitality ad is a testament to what can be achieved when creativity and technology come together.