January 30, 2023

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METAphrenie Captures The Thrill Of The World Cup On XR Stage Adland®


To solve the challenge of multiple international locations, Dionisio and co-director Steven Petersen shot the highly technical production primarily at Thunder Studios’ XR Stage in Los Angeles. The METAphrenie team created photorealistic background plates of the Buenos Aires skyline, Al Bayt Stadium, and Lusail Stadium, where the kick-off and final games will be played. In addition, sets and practical locations were used. 

To achieve the super slow motion that’s central to the concept of the spot, METAphrenie shot with a Phantom camera and augmented the slow-mo footage with photorealistic VFX. The large-scale production included a 50+-person crew and a cast of 45 talent, as well as the studio’s post-production and CG teams. 

“While the production schedule was ambitious, we’re always looking at how new technology can be used not only for storytelling but also for budgetary and logistical practicality,” explains Dionisio. “Shooting on an XR stage just made the most sense for what we were trying to achieve in this piece.”  

METAphrenie’s global roots, from its inception in Berlin to bases in Dubai and Los Angeles, also meant it was well-positioned to understand and adapt to storytelling for different cultures. As such, this latest project for the World Cup completes its sports “EGOT” of creating work for international sports-focused clients, including the Olympics, Tour de France, and the AFC Asian Cup. Ultimately, for projects requiring a global reach and scale, Dionisio says that XR stages open up many possibilities in commercial filmmaking and beyond. 

“XR production will definitely be a big part of how content is created in the future” concludes Dionisio. “It truly was a game-changer for us and offered a more seamless experience with our client. I can’t wait to do it again.”

Client: The Supreme Committee for Delivery & Legacy
Deputy Director General (Marketing, Communications and Tournament Experience): Khalid Ali Al-Mawlawi
Community Engagement & Commercial Executive Director (Marketing, Communications and Tournament Experience): Khalid Abdel Rahman Al-Naama
Director of Film Production Unit (Marketing, Communications and Tournament Experience): Gabrielle A. Freiha
Film Production Manager of Film Production Unit (Marketing, Communications and Tournament Experience): Ziad Sunna’

Production, Design & VFX Company: METAphrenie
Executive Creative Director: Andrea Dionisio 
Directors: Andrea Dionisio & Steven Petersen 
Creative Director: Nico Bolacha 
Executive Producer: Elaina Porter 
Live-Action Producer: Chad Engel 
Production Manager: Chloé Malaisé 
Production Coordinator: Felipe Silva-Arroyo 
Director of Photography: Thomas Stanton 
VFX Supervisor: John Brennick
CG Supervisor: Robert Wegemund 
Houdini Artist: Christopher Watson-Wood 
Editor & Colorist: Andrea Dionisio 
Composer: Reiner Erlings 
Sound Design & Mix: Michael Keeley 

About METAphrenie:
METAphrenie is a design-driven creative studio with roots in live-action and motion graphics storytelling, for the global advertising, marketing, and broadcast industries. Since 2004, we have partnered with some of the world’s most ambitious brands to produce award-winning creative bridging the gap between “practical” and “meaningful.” We’re fascinated by modern design language as it emerges and evolves across cultures and borders. As a creative partner with our eyes trained on the future and the world around us, we don’t just solve design challenges, we set brands in motion.



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