Stoneroc Campaign TVC and Social – Case Study

Stoneroc, a brand by Bauroc, manufactures concrete paving stones, edge stones, and blocks that enable durable, design-driven outdoor spaces for homes and public areas across Estonia and beyond.

Gorodenkoff Productions was responsible for creating the master environment in Unreal Engine, repurposing existing physical set assets, supervising virtual production, and hosting the entire shoot in our studio.

Published: 2026
Client: Stoneroc
Industry: Building Materials
Agency: Tabasco
Scope of Work: Virtual Production Service, Production Design
Brief: Create a master environment in Unreal Engine and repurpose existing physical set assets from a project shot two years earlier, adapting them for the current production.

The creative concept for this project was built around a prehistoric, caveman-era world. Working from that idea, our Virtual Art Department developed a master environment in Unreal Engine, built entirely from scratch, and designed to host five separate comedic skits — all shot in one day, in one location, by switching between storylines and swapping physical props on set.

What made this approach possible was our earlier collaboration with the same production company on the Elenger Grupp project two years prior. The physical set assets from that shoot — hand-crafted faux stone pieces and prehistoric decorations — had been preserved, and the production company asked whether our in-house art department could repurpose them for Stoneroc. Our team reworked those existing pieces and complemented them with new physical additions to complete the look, delivering the full set at a marginal cost and far greater speed than building everything from scratch.

The result became a clear example of the structural efficiency that virtual production makes possible over the long run: physical and digital assets created for one project retain their value and can be reactivated, reshaped, and reused across future productions.

The five skits shared a single comedic premise: in a caveman world, rocks hold far greater value than they do as everyday paving stones today. Each skit played on that idea through prop comedy, turning ordinary stones into prized possessions for the prehistoric characters.

To keep every skit visually distinct, the Unreal Engine environment was adjusted for each story — a night-time version, a button-controlled animated pterodactyl, an erupting volcano, and more. Because these variations were prepared in advance, switching between stories on the day came down to swapping a few smaller physical props while the digital backdrop changed instantly on the LED wall.

This combination of prop-driven comedy and pre-built environment variations was exactly what unlocked the shoot’s biggest efficiency: five different short ads, all captured in a single day, in one location.