Grand Prix week in Montréal, 2025: the Ritz-Carlton wrapped in a giant red stage curtain with a gold “Ritz Royale” sign, and a Formula 1 car tearing down Sherbrooke Street to make the reveal. Full CGI activation built on a real plate of the hotel and the street, shot on a phone, then modelled, lit and composited so the curtain, the ropes and the car sit in the real light of the day.
The brief
Own Grand Prix weekend on social with one film that says “the Ritz is the place to be”, without closing a street or renting a car.
How it was made
The plate is a phone clip of the hotel corner in late-afternoon light. The curtain was simulated as cloth with the ropes rigged to the facade, the gold sign modelled in 3D, and the F1 car animated through the intersection with motion blur matched to the plate. The final pass matched reflections on the car and the sign to the real sky. Made for social: vertical, sound on, the car in the first second.
Behind the scenes
The breakdown: the wireframe curtain, the rope rig, the car pass, and the final composite.
Related
See also F1 drivers arrive in Montréal and the Ritz-Carlton holiday card. Event-timed stunts are on the FOOH and CGI ads page.