Date Added: 11.03.2025
Mins Read: 3 mins
Author: Chris Southgate
What is Virtual Production?
Virtual Production
It comes as no surprise that the advertising landscape is constantly evolving, with new technologies pushing the boundaries of creativity and flexibility. One of the most transformative innovations in recent years, and particularly thanks to the pandemic, is virtual production. Once confined to high budget films and video game development, virtual production is now making waves in the advertising world, which is great for smaller creative agencies as it offers an exciting opportunity to create high-quality, immersive content while streamlining production processes.
Virtual production intertwines physical and virtual photography and filmmaking to craft state-of-the-art media. Using technologies like LED walls, 3D environments, and real-time rendering software, we are able to blend physical and virtual elements on set.
This means our creative team can place actors or products into photorealistic digital environments in real time, which completely strips out the need for expensive location shoots or extensive post-production work. The result? Faster turnaround times, reduced costs, and stunning visuals that captivate audiences – what could be better?
In the advertising world, virtual production opens up endless possibilities, from creating dynamic advertising campaigns to producing branded content that feels cinematic and cutting-edge.
How virtual production works
Virtual production incorporates a variety of tools and techniques to create impressive immersive visuals. Here’s a little run down on how the process typically works:
1. Pre-production with digital environments
The creative process begins with the design of the digital environments that will be used as a backdrop, and thanks to special modelling software, teams create virtual sets tailored to the campaign’s vision. These environments can range from realistic settings to fantastical landscapes, so there really is no limit to creative freedom.
2. LED wall technology
During production, LED walls are used to display the virtual environments, but unlike green screens, LED walls allow actors, products, and cameras to interact naturally with the digital backgrounds. For advertising, this means the product can be showcased in its intended environment without logistical headaches – a bonus!
3. Hybrid live-action and virtual elements
Actors, products, or props are filmed on set in front of the LED walls. This hybrid approach seamlessly combines live-action and digital elements, ensuring the final visuals feel cohesive and polished. The footage is then sent off to post production, for all the finishing touches to be added.
What are the benefits of virtual production for advertising?
Endless creative opportunities
Virtual production empowers brands of all shapes and sizes to think big! Do you need a tropical island for a summer campaign? Or a futuristic cityscape for a tech product launch? No problem - these environments can be created digitally, freeing your ideas from the constraints of physical locations or budgets.
Much faster turnaround time
In marketing and advertising, speed is everything. Virtual production streamlines workflows by enabling real-time collaboration and eliminating extensive post-production. The changes that once took weeks can now be made instantly, ensuring campaigns are delivered on time and gives you back precious time.
Much more cost effective
While the initial investment in virtual production tools might seem daunting, the long-term cost savings are significant. The savings are huge - around 40% of total cost and 90% total carbon. And we can shoot in any 'location', without leaving the studio - think of all the transport costs saved!
Stronger collaboration
Clients can provide feedback in real time as scenes are being shot, ensuring their vision is fully realised. This minimises revisions and enhances client satisfaction, a win win all round.
Opportunities for immersive storytelling
Ultimately, audiences today expect visually engaging and immersive content. Virtual production allows brands to create cinematic advertisements that stand out, leaving a lasting impression on viewers.
How virtual production is used in the real world
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Product adverts Virtual production is ideal for showcasing products in dynamic ways. We can create stunning visual effects and breathtaking scenes without the limitations of traditional filming. By controlling the environment digitally, the team can ensure that every shot highlights the product perfectly. |
Next-level social media content With the demand for fast, high-quality social media content, virtual production offers a way to produce visually stunning posts and videos without extensive setup or post-production delays.
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Brand storytelling Brands increasingly use storytelling to connect with audiences, and thanks to virtual production, we can build entire worlds around a brand narrative, creating memorable campaigns that resonate emotionally. |
Corporate and B2B campaigns For corporate clients, virtual production can be used to create polished, professional advertisements and marketing material that elevates their brand image. Digital sets add a layer of sophistication without stretching the budget. |
Virtual production – the future of advertising
Virtual production isn’t just a passing trend, it’s shaping the future of marketing and advertising in profound ways.
- Consumer demand for immersive content – Audiences are drawn to campaigns that feel cinematic and interactive, making virtual production a perfect fit.
- Sustainability – Virtual production reduces the need for travel and large-scale physical sets, making it a more environmentally friendly option.
- Creating endless possibilities with virtual production – Virtual production opens up a world of creative possibilities beyond what is imaginable. Our team can help you envision and create immersive, groundbreaking experiences.
Virtual production is revolutionising advertising, offering the tools to dream bigger, work smarter, and deliver exceptional campaigns. By blending real-time technology with traditional filmmaking, it opens up endless possibilities for storytelling, creativity, and client satisfaction.
Ready to take your projects to the next level with our virtual production studio? Contact us today to discuss what ideas you have in mind or learn more about our services. We’re excited to embark on this creative journey with you, pushing the boundaries of what’s possible through virtual production.
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