Picture North spearheaded the making of one of the first commercials to be shot using Neural Radiance Fields (NeRFs) imaging: McDonald’s spot for Lunar New Year 2023 in collaboration with influencer Karen X Cheng. After taking thousands of images of a frozen moment in time, we were able to utilise AI to create a complete 3D scene with realistic, interactive light. If you moved throughout the scene, the reflections would change depending on the angle it was viewed from - just like in real life, which has never been done before.
José M Norton, Director
