Back to 2002
Eminem’s “Houdini” music video, dropped May 31, 2024, by Synapse Virtual Production, warped fans back to 2002 with a portal-popping premise that snagged a 2024 MTV Video Music Award for Best Visual Effects. Shot in just five days using Unreal Engine-powered LED walls, this 200-million-view YouTube hit turned heads in 2025 with a Grammy nod, proving virtual production’s headline power.
“The entire pitch deck was 90% AI, designed to look like a comic book—once approved, we jumped straight into production.”
— Rich Lee, Director
3D Worlds on Demand
Directed by Rich Lee with cinematography by Christopher Probst, the video leaned hard on virtual production—3D environments of Detroit and comic-book-style streets unfolded in real time. Synapse’s LED volume swapped locations instantly, blending live action with digital sets, a feat Lee called “an impossible puzzle solved” in a February 2025 LBB interview. It’s all 3D, no post-production crutches.
An AI-Powered Throwback
With AI visuals locked, Synapse Virtual Production fired up Unreal Engine to build 3D environments live on LED walls. The tech let them tweak Detroit streets and portals on the spot, slashing traditional VFX timelines. Lee called it “a race we won with AI and Unreal,” blending machine smarts with real-time design for a seamless finish.
The Buzz Factor
From X posts hailing it “a visual beast” to its VMA win, “Houdini” dominated chatter in 2025, with outlets like Variety noting its “game-changing” tech. It’s a loud showcase of virtual production bending time and space—fast, bold, and unmissable.
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