Working in tandem, The Mill collaborated with Radical's innovative director Daniel Askill to create a live-action scene inside the head of each of four individuals. Each of the spots opens with a full frontal headshot that intriguingly reveals in slow motion the changing facial expressions as the person experiences Xbox. The head then revolves 180 degrees to reveal what is going on inside it. For lead Flame artist Dan Williams, making 'Movie Download' was like creating 'one big jigsaw puzzle'.

VFX supervisor Richard DeCarteret and VFX producer Bethan Thomas were on set for the shoot in Prague. The Xbox scenes were created using various methods, such as a built mini-set which was shot separately, along with live-action footage of the actors, who were filmed on a rotating set. CG enlivened the sets with atmospheric effects, including animated characters, twinkling lights, helicopters, a hot-air balloon, fireworks, etc. Joint head of 3D in NY, Yann Mabille says, "One of the challenges was to find the right blend of realism, while making sure the elements had a nice poetic and intriguing feel that matched the style of each set."