In today’s uncertain global economy, agencies and brands are facing two key pressures: squeezed marketing budgets, and the need to make their businesses more sustainable to protect the long-term health of the planet. Virtual production (VP) is becoming an increasingly popular way to address both concerns in one, while pushing the limits of what’s possible on a traditional shoot. With enough pre-production planning, VP can 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, Creative Review 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”.