UK virtual production studio Quite Brilliant used LED volume work on Warburtons’ 150th anniversary commercial, “150 Years in the Baking,” a Morgan Freeman-narrated spot that moves through the bakery’s history from 1870s Bolton to the space race and the 1980s.
In an interview with PostPerspective, Quite Brilliant founder and head of virtual production Russell Shaw said the job was a natural fit for a mix of LED volume work and traditional stage production because the script needed multiple environments and fluid transitions between time periods.
Quite Brilliant’s own project listing says the commercial was shot at Twickenham Studios on stages 1 and 3 using its 24m Samsung “super stage.” The studio credits CG backplates built with Chaos Arena and Unreal Engine, with AI work by Sidekick.london. The wider campaign was developed by Joyful & Triumphant, produced by Merman and directed by Declan Lowney, with post-production and VFX involving Freefolk and The Artery.
For production teams, the useful point is not that every commercial now needs an LED wall and a Hollywood narrator with a crumpet question. It is that virtual production can make sense for branded content when the brief requires several locations, historical periods or stylized environments that would be slow, expensive or awkward to capture practically.
The caveat is that this is a single campaign case study, not proof that LED volume is automatically cheaper or better. It still depends on preparation, art direction, backplate quality, lighting, camera work and whether the creative concept actually benefits from a controlled virtual environment.
As a practical example, though, the Warburtons spot is more useful than another abstract virtual production pitch. It shows the technology doing a specific job: helping a commercial move quickly through multiple worlds while keeping the shoot contained.