Speedy Telefónica

Year

2009

Client

SHANGO FILMS

3d & Vfx3ds MaxCinematicsMarketing
The Challenge

Developing Speedy Rueditas required bridging traditional live-action advertising direction with a modern VFX-driven pipeline. The project was directed by Esteban Sapir, a highly experienced commercial director who had not previously worked with visual effects workflows, making close collaboration and technical translation a key part of the challenge.

The production combined real footage filmed on location, including an aerodrome, with fully integrated CG assets. A major challenge was aligning the director’s creative vision with the technical requirements of VFX production, translating narrative and visual intent into camera tracking, lighting continuity, scale accuracy, and seamless CG integration.

The 3D assets were modeled and prepared to match real-world references and physical conditions, then integrated through SideFX Houdini for rigging and procedural control, and composited in Foundry Nuke to achieve realistic depth, lighting interaction, and atmospheric coherence. The goal was to ensure that the CG elements felt naturally embedded in the filmed environment, without breaking the cinematic language of traditional advertising.

The core challenge was creating a shared visual and technical language between live-action direction and VFX execution, delivering a result that respected the director’s storytelling approach while introducing advanced digital techniques in a controlled and efficient production pipeline.

Television Advertising
CROWD SIMULATION & COMPOSITING

Crowd creation and integration were handled through a combined pipeline using SideFX Houdini and Foundry Nuke. Houdini was used to generate procedural crowd simulations, allowing precise control over distribution, variation, timing, and natural human behavior at scale. These simulations were then rendered in optimized passes and brought into Nuke for final compositing, where depth, lighting interaction, color matching, and atmospheric integration were refined. This approach ensured that the crowds felt fully embedded within the environment, maintaining visual realism while preserving performance and flexibility during post-production.

HARD SURFACE MODELING, RIGGING & COMPOSITING PIPELINE

The war tank was fully modeled in 3ds Max, focusing on accurate hard-surface construction, clean topology, and optimized geometry suitable for downstream simulation and rendering workflows. Once completed, the asset was integrated into SideFX Houdini, where a custom rig was developed to drive track movement and mechanical behavior, allowing realistic motion and procedural control. Final shots were then composited in Foundry Nuke, where lighting integration, depth, motion refinement, and overall visual coherence were polished to seamlessly blend the CG asset into the final environment.

LIVE ACTION FOOTAGE INTEGRATION & VFX COMPOSITING

The project combined live-action footage filmed on real locations, including an aerodrome, directed by Esteban Sapir, with fully integrated CG assets. The real footage provided authentic scale, lighting reference, and environmental context, serving as the foundation for visual integration. The 3D assets were carefully matched in terms of camera movement, perspective, lighting, and atmosphere, ensuring seamless interaction between live-action plates and CG elements. This hybrid approach allowed the final shots to preserve the realism of the physical location while expanding the scene through digital content, achieving a cohesive and cinematic result.