CANDELA AND TEAM SHOW OFF BRIGHTLINE IN NEW PHOTOS AND COMMERCIALS

Mauricio Candela
Feb 3, 2024
3 min read

Updated: Jul 3

A bold campaign for a bold journey

When Brightline prepared to launch its new high-speed train service from Miami to Orlando, they wanted a campaign that captured not just transportation, but momentum, progress, and modern energy. That’s when the creative forces at Blur Office Productions and GlueIQ came together and called on Mauricio Candela to lead the charge as both director and photographer.

What followed was an intense multi-day shoot designed to produce high-quality visuals—photos, behind-the-scenes content, and a dynamic TV spot—that could reflect the speed, style, and ambition of Brightline’s new service.

The challenge: telling a story on a moving train — without the train moving

The production took place primarily at Brightline’s Orlando station, a key hub in the company’s growing network. But shooting on a real, stationary train posed a significant creative challenge: how to evoke motion and dynamic storytelling without the train actually moving.

The solution came in the form of semi-virtual production, powered by VU Network’s LED screen technology. By placing ultra-high-resolution LED panels outside the train, the crew was able to project carefully curated landscapes—giving the illusion of movement through cityscapes, countryside, and even transitional light from day to night. This allowed Candela and his team to capture scenes that felt cinematic, immersive, and real—without ever leaving the platform.

A tight schedule, a high bar

The production was fast-paced and ambitious. With only a few days available, every detail had to be pre-planned and executed flawlessly—from wardrobe styling and lighting setups to the blocking of talent and camera choreography. The creative brief demanded a mix of storytelling elements: branded lifestyle photography, character-driven moments, and vibrant visuals that would perform well across platforms, from large-format billboards to short-form digital media.

Mauricio Candela’s ability to blend artistic direction with technical planning was key. By working closely with producers, camera crew, and virtual production specialists, he ensured the entire team moved as one—from frame one to the final edit.

Behind the scenes: teamwork that moved the campaign forward

Here’s a look at the creative dream team that brought Brightline’s vision to life:

Client: Brightline
Agency: GlueIQ
Production company: The Blur Office
Director and photographer: Mauricio Candela
Executive producer: Michelle Jayme
Production supervisor: Doug Hawryluk
Assistant director: David Modia
director of photography (DOP): Antal Steinbach
2nd unit camera: Ariel Ramon
2nd still photographer: Jose Seijo
LED panels / virtual production: VU Network

Each role contributed to the campaign’s fluid execution and final quality. Whether it was lighting engineers adjusting for reflection on the train windows or camera operators fine-tuning gimbal movement in tight spaces, the entire team worked with precision and shared creative energy.

Making the illusion feel real

The success of the campaign hinged on storytelling through illusion—making a stationary train appear to glide through dynamic landscapes, filled with characters who feel alive in motion. Candela’s team achieved this through:

Strategic light control inside and outside the train
High-speed shutter settings that mimicked the blur of real travel
Actor direction that suggested natural movement, spontaneity, and curiosity
Virtual backdrops that transitioned in sync with the narrative moments of the shoot

The result was a set of visuals that evoke the freedom and connectivity Brightline promises—with enough flexibility to serve print, video, and web-based media across the campaign’s lifecycle.

Final products: stills, behind-the-scenes, and broadcast TV spot

The final deliverables from this ambitious production included:

1. Branded lifestyle photography

Images of diverse passengers enjoying the journey, working on laptops, laughing with friends, and exploring destinations—captured with natural lighting and a touch of cinematic color grading.

2. TV commercial

A 30-second video spot that highlights speed, comfort, and modern convenience—cut with a sense of energy and realism that avoids over-polished commercial tropes.

3. Behind-the-scenes content

BTS photos and footage that showcase the teamwork, equipment, and cutting-edge virtual production approach used to bring the visuals to life. These assets give Brightline a valuable storytelling tool for brand transparency and creative innovation.

A campaign fueled by motion, even without motion

In many ways, the Brightline campaign is a metaphor for what modern creative production has become. It’s not just about what’s in front of the lens, but how all the tools—digital, physical, human, and virtual—work together to tell a fluid, forward-moving story.

Mauricio Candela’s direction of this campaign represents that shift: a mix of art, problem-solving, and emotional instinct. The work captures more than transportation—it captures the promise of connection.

Client: Brightline

Agency: GleIQ

Production Company: The Blur Office

Director and Photographer: Mauricio Candela

Executive Producer: Michelle Jayme

Production Supervisor: Doug Hawryluk

Assistant Director: David Modia

DOP: Antal Steinbach

2nd Unit Camera: Ariel Ramon

2nd Still Photographer: Jose Seijo

LED Panels: VU network

BTS