The school started today, and within the first five minutes I was shown an amazing last year's ad for Volvo done in machinima. It's an eight-minute story about a guy who is thrust into a computer game he plays in his spare time, done with the Unreal engine by Furnace Media (the ad is available there). "This allowed us the freedom to create custom animations for some scenes, then for others we could simply play the game level we created and record it in real time to HD using and Nvidia graphics card." Well, it's not technically an ad, it's a submission to a Volvo-sponsored machinima contest, but it shows the potential. Here's an interview with the creators.