Tools & Platforms
THG Studios unveils Virtual Production with new AI-tech investment
As the artificial intelligence (AI) revolution gathers pace, THG Studios is proving to be a major early adopter.
The UK e-commerce firm’s creative agency has launched its latest Virtual Production (VP) capability following further investment in technology, worth seven figures so far, it says.
It notes the investment in cutting-edge technologies “will maximise brand budgets by unlocking a new level of flexibility and creative freedom”.
So what is it? Its VP screen “offer[s] television-quality production at a fraction of the cost and time”.
Blending physical and digital elements in real time, it claims to allow brands to “visualise and create scenes in a dynamic and efficient way”.
Further, virtual production screens can be curated and edited in real time, including elements like lighting, time of day, weather, and location.
THG Studios’ director of creative services, Cat Mellor, said: “Brands can now explore outer space in the morning, walk the streets of Tokyo city at noon, and traverse the Sahara Desert before dinner – all without leaving our studio. Beyond having complete creative licence to make the impossible possible, our Virtual Production brings precision and control to shoots, supported by our skilled supervisors and technical artists.”
He added: “At a time when brand budgets are more stretched than ever, our suite of Virtual Production and AI services save time, cut logistics, and reduce costs. We’ve seen brands saving up to 50% in total production time, as well as up to 40% in cost savings compared to traditional on-location shoots.”
Disney Store has already used the tech with a Disney spokesperson adding: “There’s something around pairing the immersiveness of the VP screen and the depth of a traditional set build to take our storytelling to the next level. The business result? Our Haunted Mansion teaser campaign has been the most engaged with social assets in five years.”
The announcement follows the launch of THG Studios’ iLab in 2024, its in-house generative AI innovation hub that offers iGen, an AI image creation tool providing brands with a low-risk, high-impact environment in which to experiment with AI.
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