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:
