Is Virtual Production the Future of the Entertainment and Advertising Industry?
Virtual production has been on the rise in recent years, revolutionising the world of advertising by offering a cheaper and more sustainable alternative to traditional filming. According to a report by Statista, the global virtual production market size is expected to reach $3.8 billion by 2025. This significant growth can be attributed to the increasing demand for high-quality and cost-effective content creation, as well as the need for sustainability in the advertising industry. However, the question remains: is virtual production accessible to all?
Someone cheeky (and honest) might just outright mention that Wooshii is leading the way in virtual production in the digital world. As we specialise in creating content through a range of virtual production techniques, including virtual and augmented reality, motion capture, and computer-generated imagery (CGI). Using these techniques, Wooshii is able to produce high-quality content at a fraction of the cost of traditional filming methods. This is particularly beneficial for businesses and startups who need a lot of video carefully considering their budgets or just want to push the creative boat with production. So…pretty accessible for the most part.
But anyway, enough about us. Let’s get back to the benefits of virtual production in general. It’s not just the cost that makes virtual production an attractive option for advertisers. The industry is also recognising the importance of sustainability, as virtual production is an eco-friendly alternative to traditional filming methods. A study by AdGreen, a non-profit organisation promoting sustainable practices in the advertising industry, found that virtual production has the potential to reduce a production’s carbon footprint by up to 55%. This is due to the fact that virtual production eliminates the need for transportation, accommodation, and on-set energy consumption.
Let’s get back to the basics: What is Virtual Production?
Virtual production is a cutting-edge technology that allows filmmakers to create content in a virtual environment. It involves the use of virtual production tools, such as Unreal Engine, to create digital worlds, virtual sets, and virtual locations. These virtual environments can be projected onto LED screens or LED volumes, allowing for camera movement and realistic camera angles. Virtual production also involves performance capture, camera tracking, and rear projection to seamlessly blend the virtual world with the real world. Exciting stuff.
Virtual production also involves a pre-production stage where the virtual production setup is planned and a post-production stage where the final cut is edited. During production, filmmakers shoot video content on a volume stage, which is then projected onto LED walls or LED panels. This allows for real-time visual effects, as actors can see digital sets and elements and react to them more naturally. The process also allows for on-demand feedback, which means that changes can be made in real time.
Creativity without constraints.
Working with a video agency that has the tools for virtual production opens up the doors for infinite opportunity and accessibility. Brands and companies can produce content quicker, with an equal playing field of possibilities.
Remember The Mandalorian? That show brought an alien universe with cinema-quality effects to streaming TV. The show’s success has been cited as a catalyst for virtual-production adoption. What’s next? Well, virtual production represents a critical step forward in the evolution of filmmaking and is a gateway to unlocking the full potential of emerging technologies. As these technologies continue to develop, we can only imagine what groundbreaking advancements lie ahead.
What else has virtual production got beyond more creative freedom?
- Improved accuracy
- Realistic special effects (hello world-building)
- Enhanced collaboration
- Increased safety
- Improved accessibility (bon voyage to multiple locations)
- Adaptability
With virtual production techniques…keep in mind:
While virtual production techniques offer many benefits, it also comes with its own set of challenges if you plan to go solo with your virtual production needs. One major challenge is the need for specialised skills and expertise. Virtual production requires a team of skilled professionals who understand the complex software and hardware required for the production process. Additionally, the cost of hardware and software can be a barrier to entry for some advertisers who do not have the necessary resources to invest in the technology. Furthermore, virtual production requires a reliable internet connection to ensure smooth and uninterrupted communication between remote team members.
But overall…
Virtual production has the potential to revolutionise the advertising industry by offering a more cost-effective and sustainable alternative to traditional filming methods. The industry is evolving, and more affordable options are becoming available (wink wink). There’s no need to stress on shoot day about location, props, and physical sets.
As we continue to prioritise sustainability and cost-effectiveness, virtual production is sure to play an increasingly important role in the future of advertising.
Want to see a few BTS pictures from one of our virtual productions?
