In recent years, the advertising industry has witnessed a remarkable transformation in production methods fueled by rapid technology innovations, evolving consumer attitudes and a volatile macroeconomic environment. Virtual production has certainly emerged as a powerful game changer and really took off during the pandemic when on-location productions were forced to a halt. This innovative technology, once reserved for big-budget Hollywood films and video game development, is now gaining significant momentum in the world of advertising. We’re seeing big brands using it to transform their marketing, produce bigger ideas, reduce their carbon footprint and, of course, cut costs.

Let’s delve deeper into this cutting-edge technology and its potential impact on the modern advertising landscape.

How does virtual production work?

First let’s look at the technology. Virtual production relies on a combination of cutting-edge technologies to create realistic and immersive virtual environments, seamlessly blurring the lines between the physical and digital worlds. We’re talking CGI, motion capture, facial recognition, Augmented Reality combined with green screens and LED walls within a specially designed studio that brings the magic of storytelling to life like never before.

This transformative technology offers numerous advantages for the various parties involved. Production experts love it because it flips the script on traditional production roles and adds more efficiencies to the process. Creatives, on the other hand, love it because it opens up endless possibilities to bring ideas to fruition. With greater creative control over every aspect of the production process, they are no longer at the mercy of environmental factors such as temperature, lighting, or unforeseen disruptions. Lastly, Marketers love it because it opens the door to more engaging content that can be sustainably scaled across multiple channels to engage consumers on a deeper level. Let’s break this down in more detail.

The evolving role of production

We can’t talk about virtual production without first understanding the broader role of production in the process of creating an advertising campaign. Advertising production is uniquely positioned at the business intersection of creativity and technology. It involves bringing creative ideas to life in the most effective manner, a process known as “production strategy”. This strategic approach is vital for brands and agencies who are looking to create impactful marketing campaign assets within commercial boundaries without stifling creativity. Traditionally, production experts have not always received the same level of recognition as the creative part of ad development and are often brought in after concept development to project manage and deliver within budget.

Virtual production has transformed the production workflow, prompting everyone within the pipeline to rethink who they collaborate with, when to collaborate and the most effective ways to collaborate. The introduction of instant feedback and real-time iteration capabilities of virtual production enables rapid refinements in the creative process – the old mantra of “fix it in post-production” is now fast becoming “fix it in pre-production”. This paradigm shift empowers teams to make crucial adjustments earlier in the process.

While not the sole gatekeepers to a virtual production, production experts are vital facilitators in its implementation. To take full advantage of a holistic and successful virtual production, experienced and tech-savvy production experts with an “anything is possible” mindset are fast becoming strategic partners early in the creative process rather than an afterthought.

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New possibilities for creativity

What’s exciting about virtual production is it offers a boundless playground for creativity, where no idea is unachievable, and no vision is too farfetched. Creatives now have the tools to push boundaries of campaigns and explore unchartered territories through virtual execution.

With virtual production, creatives can develop their vision earlier in the process and actively participate throughout production. They can visualize shots and environments before anyone steps foot on set. No longer limited by physical location constraints, creatives can build and explore boundless virtual environments, whether its otherworldly landscapes, historical settings, or futuristic cities.

Real-time visualization allows for immediate adjustments during filming, fostering experimentation and dynamic lighting and effects. External factors such as lighting and weather conditions, that were once challenging to control, can now be manipulated on a virtual set in real-time, enhancing the atmosphere and mood of scenes, allowing powerful visual narratives to come to life. This freedom allows for the realization of bold and imaginative concepts that can be out of this world.

Not only this, accessibility of virtual production tools and software have also opened up the talent pool that is uninhibited by location, size and creative capabilities. Smaller creative studios now have the chance to participate in ambitious projects that once were previously reserved for larger players. This inclusive environment fosters a more diverse and vibrant creative landscape across the industry as a whole.

Time effective, cost effective and sustainable

Now let’s talk about how virtual production benefits brands, or what marketers want. It’s a tough game for marketers right now, operating in an unstable economy with leaner budgets while trying to create more multi-channel content to engage consumers with rapidly evolving preferences.

Virtual production provides the flexibility to adapt quickly to changing market dynamics. Marketers can easily modify campaigns, update visuals, and incorporate new elements to stay relevant and engage their target audience – all at a fraction of the cost compared to traditional methods. By leveraging pre-built assets and minimizing physical sets, virtual production streamlines the process, resulting in significant cost savings without compromising quality.

In addition, from conversations at Cannes this year, we know that marketers are increasingly embedding sustainability metrics when measuring their bottom line. They seek strong partnerships capable of delivering exceptional production and creative work, with sustainability as a prominent key performance indicator. The intention is clear and what virtual production provides is the processes and tools to drive real action.

Examining work we’ve done with Reckitt as an example, instead of travelling to various locations with complex one-off work benches, we consolidated everything into the virtual studio, combining diverse productions into a single workspace. As a result, what used to require 7 days of traditional studio-build shots was accomplished in just 3 days within the virtual setting. This not only significantly reduced the carbon footprint of production but also generated a wealth of re-usable materials that can be utilized across Reckitt’s markets. Ultimately, the implementation of the virtual studio empowered Reckitt to unleash braver creatives and embrace bolder concepts, all while achieving considerable cost savings and fulfilling their sustainability goals.

Conclusion

I am on a mission to deliver our clients net zero solutions on their production projects by 2025. It’s a huge ambition and Virtual Production is in my view an excellent way to get much closer to that reality.

It is revolutionizing modern advertising, and its impact is far from a mere novelty. It unlocks a realm of possibilities for liberating and crafting compelling narratives, optimizing production processes, and delivering impactful content that’s cost-effective at scale, and sustainable. No longer just a buzzword, virtual production might just be the holy grail of the advertising industry. For now. 

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