Arby's Cheddarthon - Making a Big Impact in a Small Space
Arby’s came to us with a challenge— Create a gooey, cheesy, Cheddarthon campaign to increase sales with a yummy promotion.
Arby’s didn’t just want a typical commercial. They wanted to bring their extra-cheesy creations to life in a way that felt innovative. The goal? Use the tools at hand to create something jaw-dropping, even in a smaller XR studio space.
The challenges
- Size Constraints – Arby’s wasn’t able to build out a large, all-inclusive studio, so we had to rethink how to maximize a smaller space while maintaining a big, cinematic feel.
- Tight Turnaround – The project was extensive, yet the entire production had to move from concept to final cut in just two weeks.
- Hybrid Production Complexity – The shoot required blending physical sets, LED walls, and XR technology without making it feel like a compromise. Every element had to integrate seamlessly.
The solution
- Vehicle Swap: Instead of full-scale cars, we used 1:1 scale car panels to simulate a real drive-thru while working within the studio’s footprint.
- Cinematic Techniques: We leaned on dynamic camera moves—push-ins, tracking shots—to create a sense of depth and motion, making the space feel larger than it was.
- Virtual Production Strategy: LED walls seamlessly extended the environment, allowing us to craft an immersive world beyond the physical set.
- Precision Execution: Every department—lighting, VFX, camera ops—worked in sync, making quick decisions and refining shots in real time to keep production moving.
The results
- We showed what’s possible with a smaller studio—proving that size doesn’t dictate greatness.
- We crafted an experience that made Arby’s stand out from the competition, showing how creative thinking can turn any obstacle into an opportunity.
- We built a campaign that felt as big and bold as the cheesy sandwiches it was designed to promote.
Why it matters
This wasn’t just a job. It was a chance to prove something: that when you bring together a team that’s hungry for a challenge, a budget doesn’t limit you. It pushes you. And it’s the people—the creatives, the techs, the visionaries—that make the impossible possible.
“We’re always proud of how our team supports other teams. We’re there to serve, we’re there to help, we’re there to problem solve. And I think I sometimes forget just how unique that is.”
We don’t back down from challenges. We take them on headfirst. And we’ll always find a way to make it work, no matter the size of the studio. Because here, it’s never about the space—it’s about what you do with it.