
Workingstiff Films Director Matt Pittroff Makes 360 Comedic Storytelling a (Virtual) Reality
data-src=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c562aaf4-bpthumb.jpg data-srcset=https://creativecow.net/wp-content/uploads/avatars/263018/5fa08c561c0e7-bpfull.jpg 2x class=lazyload avatar avatar-80 photo height=80 width=80 />
Brie Clayton April 15, 2021
0 Comments
A year without trade shows has been a challenging world for B2B companies to navigate, forcing them to continue to pivot in an attempt to be able to host presentations, roll out new products and directly engage with their audience. Royal Building Products , a Westlake company and leading manufacturer of exterior building products and its long standing AOR, Planit, partnered with the detail-oriented comedy director Matt Pittroff to construct an alternate world: a secret and state-of-the-art underground laboratory beneath Royal's headquarters, a place where the comedy is real and the experience is virtual. In the Lab, a series of 360 videos, provides an immersive and entertaining VR experience.
The lab's a place where viewers are in on the experiment and primed to be just as entertained as they are educated on a breadth of products. This new world did not come without its own unique set of challenges for Workingstiff and partners to navigate with the Covid-era production. Questions like, How do you captivate an audience with character-and-product-driven stories from a locked-off camera? as well as, How do you expound from a distance on a product family's many features and benefits? demanded creative solutions.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-1024x550.png alt= class=lazyload wp-image-2408138 data-srcset=https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-1024x550.png 1024w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-300x161.png 300w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-768x412.png 768w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-624x335.png 624w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-50x27.png 50w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200-100x54.png 100w, https://gcs.creativecow.net/wp-content/uploads/2021/04/15173939/workingstiff1200.png 1200w data-sizes=(max-width: 1024px) 100vw, 1024px /> Most of us have been forced to look at our jobs through a different lens over the past year. Not only are the practices different, but so is the messaging. An ever evolving, moving target centered around safety and the prospect of returning to normal? And beyond that, how do you engage people-persons people that are accustomed to eye contact, shaking hands, being on a first name basis and holding a piece of product in their hands? It's a tall order but we love a good challenge, be it narrative or technical or budgetary, or timeline and this project offered it all: Let's make good old-fashioned character driven comedy films, with charming visual effects, in a 360-world without having viewers wander off from the message. Oh, and let's do 20 of them. In three days! Pittroff details.
data-src=https://gcs.creativecow.net/wp-content/uploads/2021/04/15171338/RoyalBuilding.png alt= class=lazyload wp-image-2408123/>The result: a new interface developed to arm sales personnel whose day-to-day work is not traditionally conducted virtually, with an immersive playlist of 20 interactive and impactful edutainment online videos.
Pittroff's team and Planit planned for three months and produced the campaign over the course of a three-day shoot. Constructing a 180-degree set, designed to allow for seamless stitching into a 360 world, a place that has been traditionally leveraged for virtual tours and roller coaster riding captured by flat' sensors and back-to-back fisheye
lenses.
I have told quite a few funny short form stories but never quite this way. The agency wanted to immerse the viewer by way of 360 video, and I wanted to make sure that the viewer kept their eyes on the prize and that the quality of the film supported the brand's innovation. So we imagined our own iteration of 360, using one cine camera, one spherical lens and a ton of fuzzy math. We tested and tweaked, and tested and tweaked until it worked, Pittroff relayed.
Matt and everyone at Working Stiff felt like an extension of our team from the beginning. We had a totally fun yet odd challenge and they made it even smarter and they made it really fun and, better yet, really funny. It was one of the coolest, most innovative things I have ever been a part of and they totally killed it. My creative team was stoked and our clients are super happy and it was just a great experience all around, relayed Liz Norton, Planit Producer.
North America Stories
03/06/2026
SES and Viva, Mexico's ultra low-cost airline, have launched multi-orbit satellite inflight connectivity on Viva's Airbus aircraft. A total of 60 A320s ...
03/06/2026
The College Football Playoff, ESPN, and TNT Sports have announced kick times and...
03/06/2026
RED Digital Cinema will exhibit at Cine Gear Expo 2026 (Booth 33, June 5-6, Universal Studios Lot), hosting three panels and hands-on product demonstrations.
P...
03/06/2026
Roku has announced the Soccer Zone, a dedicated hub for FIFA World Cup 2026 content available across the United States, Canada, Mexico, Brazil, Colombia, Argent...
03/06/2026
Liverpool FC and Wasabi Technologies have announced a multi-year extension of their partnership, with Wasabi continuing as the club's official cloud storage...
03/06/2026
Grass Valley has announced that Australian News Channel (ANC), operator of Sky News Australia, has deployed Grass Valley AMPP as part of the relocation of its n...
03/06/2026
The Riedel Group has announced the appointment of Gudrun Scharler as CEO of Riedel Networks. She succeeds Michael Martens, who has led Riedel Networks since 201...
03/06/2026
Clear-Com has announced the deployment of its intercom solutions at Itaka Arena ...
03/06/2026
Scott Coker has announced six senior executive appointments for his new global MMA promotion, which launched earlier this year with $60 million in financing. Ad...
03/06/2026
Telemundo, the exclusive Spanish-language home of the FIFA World Cup 2026, has announced its digital and social media programming for the tournament, running Ju...
03/06/2026
The Bundesliga has announced the launch of Captain, an AI assistant built into t...
03/06/2026
Anthony James Partners (AJP) is serving as technology consultant for a moderniza...
03/06/2026
Audio-Technica has announced the recipients of its annual sales rep firm awards for the 2025-26 fiscal year. The awards were presented by Jim Schanz, Executive ...
03/06/2026
iodyne will exhibit at Cine Gear Expo 2026 alongside RED Digital Cinema and Adob...
03/06/2026
The broadcaster will deploy 39 cameras for game coverage, six cameras for studio...
03/06/2026
The 2026 FIFA World Cup is providing a great opportunity for not only Fox Sports...
03/06/2026
Sony Electronics is introducing the SRG-AS10, a 4K 60p compatible PTZ Auto Framing camera that uses Sony's proprietary AI to automatically recognize and tra...
03/06/2026
Game Creek Video's Flagship A, B, C, and D unit will wind up its first year ...
03/06/2026
According to Caretta Research, the sports-rights market may be hitting the brake...
03/06/2026
Retrieval still courtesy of Tribeca.
By Jessica Herndon
This year, the Tribeca...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
For more than three decades, Re-recording Mixer Andrew Wilson, AMPS, CAS, has helped bring the natural world to the screen with exceptional audio enjoyed by mil...
03/06/2026
Telestream, a global leader in media workflow technologies, will showcase its latest innovations for modern AV production environments at InfoComm 2026 (Booth N...
03/06/2026
DPA Microphones will present a comprehensive portfolio of integrated audio solutions designed to meet the evolving needs of today's professional AV environm...
03/06/2026
Lightware announces the GVN-HC-TX220AP, a new transmitter in the Gemini GVN 1G AV-over-IP family that introduces full-featured USB-C for professional 1Gb AV-ove...
03/06/2026
Evergent, the customer management and monetization leader for streaming and digital subscription businesses, and Minno, the global leader in faith-based content...
03/06/2026
Alfalite, Europe's only LED display manufacturer, has completed a new broadcast installation with the deployment of two UHD Finepix 1.5 MATIX AlfaCOB LED di...
03/06/2026
Broadcast Solutions, a leading systems integrator and provider of innovative solutions for the broadcast media industry, is completing a contract to build eight...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
03/06/2026
Creamsource, known for its tried-and-true Vortex Series of cinematic lighting, has announced the Vortex2 (V2) and Vortex2 Soft (V2S), two compact additions to t...
03/06/2026
Faster, More Flexible AI Matting Fuels Boris FX Silhouette
Jessie Electa Petrov June 2, 2026
0 Comments
The 2026 release helps artists tackle complex ...
03/06/2026
La T l 's National League Hockey Expansion Powered by Blackmagic Design
Brie Clayton June 2, 2026
0 Comments
Blackmagic Videohub 120 120 12G provi...
03/06/2026
ZY Optics to Offer Exclusive First Look at Zone T1 Cine Kit at Cine Gear Expo 20...
03/06/2026
Berklee Alumni St. Vincent and Ruby Plume to Perform Together on St. Vincents 20...
03/06/2026
Built Different: Inside Colossal Biosciences & the Big Bet to Make Extinction Reversible Published on Jun 3, 2026 Categories: Featured News
LinkedIn Corpor...
03/06/2026
At CVPR, NVIDIA is unveiling new physical AI agent skills that help researchers ...
03/06/2026
What makes a robot gripper useful isn't that it can pick up one object - it&...
02/06/2026
Tennis Channel has completed a transition from satellite-based distribution to a...
02/06/2026
Daktronics has announced the 2026 High School Video Summit, a two-day educational event for high school educators and student production teams, taking place Jun...
02/06/2026
Fandango will bring Telemundo's live Spanish-language coverage of the FIFA W...
02/06/2026
All Women's Sports Network (AWSN) has announced the live television schedule...
02/06/2026
Spalk, a cloud-based multilingual commentary and production platform, has announced three new partnerships: Ligue 1 (English and Portuguese highlights), Eurolea...