Michelin & SoWhen? Win Gold Again at the Deauville Green Awards!

The 3D Film Michelin for the 24 Hours of Le Mans Centenary That We Produced Has Just Been Awarded at the Deauville Green Awards!

We’re thrilled to announce that the 3D film we produced for Michelin, celebrating the centenary of the 24 Hours of Le Mans, has won a prestigious Gold award at the Deauville Green Awards! This first episode triumphed in the “Transport & Eco-Mobility” category. 👏

Our Mission on This Production?

Our team started by finding a unique and innovative approach that would immerse the audience in Michelin’s history during the 24 Hours of Le Mans. The challenge was to narrate the past while connecting it with the present.

The film needed to stay modern, all while sharing archival footage from the earliest races to the most recent ones. The tire becomes the protagonist of this film, taking on a voice to narrate its history, its evolution, and its destiny.

This approach allowed us to bring the audience closer to the action, right alongside Michelin.

After recreating part of the race tracks, the winning car from last year, and the tires—including Michelin’s Vision concept—in 3D using Unreal Engine, our team was able to efficiently create the film by iterating directly within the real-time animated scene.

Our director, Olivier Sadock, in collaboration with the Michelin teams, was able to visualize the desired final image by shooting the scenes directly in the virtual environment, bypassing intermediate rendering stages. The 3D images are the raw outputs from Unreal Engine 5; in virtual production, we call this the “final pixel.”

This is the magic of shooting in a real-time universe.

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We are proud of this new award with Michelin and their teams, with whom it is always a pleasure to collaborate!