Aramco Commerical

The scope of the production was complex from the outset. Two fully independent yet interconnected sets needed to run simultaneously: one transporting viewers across a range of Aramco’s global operations, the other visualising a futuristic corporate environment. Each environment had to deliver a distinct visual identity while maintaining cinematic coherence.

The project had to be executed within a six-day window—two days to build, one day to pre-light, one rehearsal day, two shoot days, and a final de-rig. Configuration changes were frequent throughout production, requiring a system that could adapt in real time without interrupting momentum or quality. At every stage, the visuals had to perform in-camera, ready for editorial without dependence on post-production fixes. Previsualised content had to match what appeared on screen. There was no margin for error.

Shooting at RD Studios in London, we took RD Content’s initial brief and early design concepts to develop a seamless LED workflow. This process involved translating the creative intent into detailed technical requirements and producing precise technical drawings. We worked closely with their teams to ensure continuous collaboration throughout the development. The result was a high-performance LED solution meticulously tailored to deliver on their vision. Using our inventory of ROE Black Pearl 2v2 LED screen, we constructed a sweeping 10-degree curved volume to create immersive environments that felt authentic on camera. The setup also included a wild wall built from our ROE Ruby C-LED panels, which offered unmatched image fidelity, with deep contrast and flexibility that supported the evolving shot lists.

These LED volumes were driven by disguise media servers and Brompton Technology processors, which allowed us to manage content playback, live adjustments, and embedded tracking seamlessly. We worked across Studio 3 and Studio 4 at RD Studios, operating two complete virtual environments simultaneously—each one monitored and refined by our dedicated disguise operators and LED technicians. Our pre-production process included detailed volume drawings and early content preloading, which ensured that everything was integrated and tested before cameras rolled.

As creative decisions evolved on set, iMAG’s team responded in real time, adapting LED configurations, adjusting playback, and optimising colour calibration to ensure that every shot looked as good through the lens as it did in previs. We also embedded tracking markers via disguise to allow for non-disruptive post-production enhancements in selected scenes. From start to finish, the delivery was precise, collaborative, and strongly aligned with both technical and creative objectives.

The Result

The final result was a visually rich, technically flawless commercial for Aramco, produced entirely in-camera, on location, and under intense time pressure. The combined efforts of McCann Worldwide, RD Studios, and iMAG brought together the best of agency vision, production infrastructure, and LED technology to deliver a standout campaign for a global brand.

Client Feedback

"Working alongside the team was fantastic. Despite the speed and complexity of our project, the iMAG team delivered a technically flawless shoot. They are experts in their field and can communicate with the wider team to create a seamless delivery of the vision."

Ryan Dean, Founder and CEO of RD Content and RD Studios