Behind the Stormzy Dyson Commercial

When Park Village took on the ambitious task of bringing the Stormzy x Dyson campaign to life, the challenge was clear: create a visually stunning, multi-location film in an incredibly short timeframe while working with a high-profile artist on a tight schedule. Thanks to the power of virtual production at CUBE Studio, we delivered a seamless and striking commercial together that transported Stormzy across a series of complex environments - all without leaving the studio.

With only six working days from receiving the brief to rolling cameras, traditional production methods would have made it nearly impossible to execute the vision at the required scale. Led creatively by Park Village director Tom Gorst, CUBE Studio’s seamless Virtual production pipeline enabled us to construct and transition between multiple intricate locations - an airport, an aeroplane cabin, a high-energy rave, a padel court, a bustling street and the recording studio - all within a controlled environment. These are settings that would typically require extensive travel, permissions, and logistical planning, but with LED volumes and real-time rendered environments, we recreated them instantly.

Working with VIP talent comes with the challenge of limited availability. Every moment on set needed to be maximised to its full potential. Virtual production allowed us to shoot efficiently, eliminating the downtime that typically comes with resetting locations or waiting for perfect conditions. Instead, we could move seamlessly from scene to scene, ensuring that the talent's time on set was spent performing rather than waiting.

A key part of the project was the creation of dynamic and visually compelling backgrounds. We approached this through a blend of creative techniques, integrating multiple artistic mediums. This included highly detailed 3D environments built in Unreal Engine, stylised 2D mixed media, and carefully curated stock content. By leveraging these varied approaches, we were able to craft a look that was not only realistic but also heightened the creative storytelling of the campaign. Each stage of this process was developed by the director working closely with Cube’s in-house designers and governed by Park Village producers working hand in hand with Dyson and Stormzy’s team to ensure sign-off pre-shoot.

This project was a testament to how virtual production is reshaping the way commercials are made, offering unparalleled flexibility, creative control, and efficiency. By combining cutting-edge technology with expert craftsmanship, Park Village and CUBE Studio pushed the boundaries of what’s possible in commercial filmmaking - delivering a high-impact campaign for Dyson with speed and precision.

For brands, agencies, and filmmakers looking to achieve ambitious creative visions without the constraints of traditional location shoots, virtual production is proving to be a game-changer. The Stormzy x Dyson commercial is just one example of how it’s unlocking new possibilities in storytelling.

Adam Booth, Exec Producer, Park Village:

“This project was a true example of collaboration between the creative and production teams at Park Village and CUBE Studio. Working from pitch to post in such a compressed timeframe, creating a film using traditional live-action methods wouldn't have been possible. Taking the director's vision, and converting his ideas into a feasible virtual production was no mean feat, and Park Village couldn’t have done it without the flexibility, technical expertise, and sheer creative voodoo conjured by the CUBE Studio team.”

Check out the commercial: