First UK-produced TV commercial for Trex goes live
1 July 2024
Pace has worked with Trex, the world’s number one composite decking brand, to create the first TV advert by a UK agency.
The 30-second advert, which invites UK homeowners to open their doors and embrace outdoor living, uses the latest generative AI techniques to create virtual production techniques to create realistic environments using large LED screens as a digital backdrop.
The Hull-based creative communications agency came up with the concept of the commercial and were involved from inception to launch, working with Grit Pictures and on location at XPLOR at Production Park, Wakefield.
Caroline Anson, Pace’s Head of Client Services, said: “Working with Trex since the start of the year has been a great experience for the whole agency and this advertisement is just the latest piece of work we have created with the client – it’s a very exciting time!
“The inspiration behind the concept came when we realised our objective wasn’t to just talk about Trex but to also encourage UK consumers to open their doors, embrace outdoor living, and see their outside space as a true extension of their homes.”
The shoot, which took place in XPLOR’s virtual production studio, involved creating a digital landscape that they blended with the physical set, to replicate an outdoor location without relying on the British weather.
Richard Blair, Head of Production Services at XPLOR, said: “We always love a challenge at Production Park! The project for Trex and Pace was one of the largest scale virtual production shoot we’ve done so far with a full size decking system being installed in our studio prior to filming.
“We love the final results and are so pleased the agency and their client are over the moon with what has been created. We look forward to working with them on future campaigns.”
Studio 004 at Production Park is one of the newest spaces on site and is equipped as a top spec virtual production studio. This was used for Formula 1’s first ever virtual car launch video with Oracle Red Bull Racing’s USA roadtrip, a project which won the prestigious Global Production Award at the Cannes Fim Festival in May 2024.