Framestore
Your Story Anywhere
Framestore is a global creative studio, bringing extraordinary ideas to life through creativity, innovation and technology. While widely recognized as a leader in visual effects, the company’ s capabilities extend far beyond the traditional boundaries of VFX. Over the course of its 40-year history, Framestore has evolved into a multidisciplinary partner for clients seeking to create deeper, more meaningful audience engagement, whether on screen, in physical spaces, or through fully immersive environments.
At its foundation, Framestore built its reputation on delivering world-class visual effects, helping shape some of the most iconic and visually ambitious stories in film, television, and advertising. Decades of experience in crafting photoreal imagery, developing complex pipelines, and solving creative and technical challenges at scale have equipped Framestore with a unique perspective on how audiences perceive and connect with content. Today, that expertise is being applied in new and increasingly dynamic approaches.
Since delivering its first major theme park attraction, Guardians of the Galaxy – Mission: Breakout! at Disney California Adventure in 2018, the company has established itself as a trusted partner to leading global theme parks and entertainment destinations. The studio works closely with major IP holders to translate established franchises into immersive, location-based experiences that extend storytelling beyond the screen and into physical environments. This work builds on an earlier foundation in location-based entertainment and emerging technology, including collaborations with Samsung, the creation of one of the first commercial VR experiences for Game of Thrones in 2013, and the Cannes Lions award-winning, headset-free group virtual reality experience, Field Trip to Mars.
Across all of its work, Framestore draws upon its global network of studios in London, New York, Chicago, Los Angeles, Montréal, Melbourne, and Mumbai. This international footprint supports a collaborative pipeline of multidisciplinary artists, technologists, and designers, working diligently to set high standards for the industry, from every possible location and background, to further the company’ s creative vision.
Visual Design and Media Development for Test Track
In collaboration with General Motors Design, the Immersive team worked to bring GM’ s vehicle designs to life through animations, motion graphics, and physical set design. The beloved attraction underwent a complete reimagining, emerging with a brand-new design, story, and immersive media experience.
To deliver the ride’ s signature moments, Framestore developed media-based illusions using projection and physical show set for a Pepper’ s Ghost effect, tested extensively in Orlando to ensure flawless execution. For the high-energy finale, the team designed and animated a vast futuristic city, projected on a giant media dome. Every element including architecture, vehicles, digital signage, liveaction footage, and hidden Disney easter eggs was crafted to fit the attraction’ s new aesthetic.
The work spanned creative and technical previs for all media moments, vehicle design and animation for the attraction’ s fleet, motion graphics and queue media including the safety film, and on-site
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