How virtual production is changing the way ads are made
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.
In today’s uncertain global economy, there are two key trends almost all brands have to deal with: pressure on marketing budgets, and the need to make their businesses more sustainable to protect the long-term health of the planet. When it comes to creating TV and video ad campaigns, they are increasingly turning to virtual production (VP) to address these twin concerns. The approach helps reduce the cost and environmental footprint of shoots by filming in 3D studio environments instead of – or as well as – on location.
To learn more about this burgeoning field, Marketing Week travelled to Team ITG’s Birmingham studio, ITG Capture, to speak to executive creative director Andrew Park. In this video interview, we delve into how VP works, the creative and commercial possibilities it opens up, and why it’s far more than just a “posh greenscreen”.
