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High-Speed Meets Virtual: Steve Giralt & The Garage's Innovative Approach
Steve Giralt, founder of The Garage, is pushing the boundaries of food and beverage commercials by combining high-speed cinematography with virtual production techniques. His Brooklyn-based studio is redefining product shots through innovative technology and meticulous planning.
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The Big Picture
The Garage specializes in creating visually stunning commercials using custom-built rigs, robotics, and high-speed cameras. Their approach allows for unprecedented control over complex shots, resulting in eye-catching content for major brands.
From Still Photography to "Visual Engineering"
Giralt's journey began in still photography, evolving into what he calls "visual engineering." This unique approach combines mechanics, robotics, and filmmaking to create jaw-dropping visuals.
His technical side grew alongside his creative pursuits, leading to classes in welding and woodworking.
High-Speed Virtual Production: A Game-Changer
The Garage has implemented a high-speed LED wall capable of running at 240 frames per second, a feat previously thought impossible. This technology allows for seamless integration of real products with virtual environments, even in slow-motion shots.
We actually made our own custom LED lights, too, like we have 6,000-watt LED lights, because nobody makes them. So we've actually made a chip ourselves. If something doesn't exist, we're not scared to defend it.
The team overcame significant technical hurdles, including synchronization and clocking issues, to make this technology viable for commercial production.
Behind the Scenes: The Meatball Shot
Giralt breaks down a recent Firehouse Subs commercial featuring meatballs dropping into marinara sauce:
A custom pneumatic rig controls meatball placement and timing
A robot-controlled camera tracks the meatballs as they fall
Precise timing and repeatability are crucial for client satisfaction
AI vs. High-End Production
While AI-generated imagery is making waves, Giralt remains confident in the value of his team's work:
"If AI Sora was going to replace what I do today, CGI would have done it 10 years ago, because it's just a prompted version of CGI," he argues. The level of control and precision required for high-end commercials still demands human expertise and custom solutions.
Innovation Beyond The Camera
The Garage's commitment to pushing boundaries extends to their equipment:
In-house CNC machine for custom part fabrication
3D printers and welding equipment for rig creation
Custom 6,000-watt LED lights for flicker-free high-speed shooting
What's Next
The future of commercial production at The Garage involves further integration of virtual production techniques while maintaining their focus on precision and control in high-speed cinematography.
The Bottom Line
Steve Giralt and The Garage are at the forefront of a technological revolution in commercial production. By blending cutting-edge virtual production with high-speed cinematography, they're creating visuals that captivate audiences and push the boundaries of what's possible in advertising.
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