TLDR: THG Studios has launched its latest Virtual Production offering, backed by a significant seven-figure investment in cutting-edge technology, including AI. This new capability promises brands up to 50% savings in production time and 40% in costs, while expanding creative possibilities through real-time digital environments.
THG Studios, a rapidly expanding innovation hub based in Manchester, has announced the launch of its state-of-the-art Virtual Production capability, following a substantial seven-figure investment in advanced technology. This strategic move aims to revolutionize content creation for brands by integrating cutting-edge virtual production screens with in-house expertise and sophisticated software, including AI-driven services.
The new Virtual Production suite features a 10x4m ROE 2.6 pitch LED screen, powered by Unreal Engine and precision camera tracking. This technology allows for the seamless blending of physical and digital elements in real-time, offering unparalleled control over scenes, backdrops, and lighting conditions. Brands can now visualize and create dynamic environments, from exploring outer space to traversing the Sahara Desert, all within the studio, eliminating the need for costly and time-consuming on-location shoots.
According to Cat Mellor, Director of Creative Services at THG Studios, “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.” Mellor further stated, “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.” This investment is not merely in physical assets but also in building a workforce fluent in emerging innovations, ensuring television-quality production at a fraction of the usual cost and time.
The integration of AI is a core component of this new offering. THG Studios highlights that their AI services enhance creative possibilities, streamline workflows, and automate processes, ensuring that “AI enhances – not replaces – the human touch that makes great design truly resonate.” This builds upon their existing commitment to AI, which includes the launch of their iLab in 2024, an in-house generative AI innovation hub that offers iGen, an AI image creation tool for brands to experiment with AI in a low-risk, high-impact environment.
Early adopters are already experiencing significant benefits. Disney Store, for instance, has leveraged THG Studios’ virtual production capabilities for their “Haunted Mansion teaser campaign,” which resulted in their most engaged social assets in five years. This success underscores the potential of combining immersive virtual production with traditional set builds to elevate storytelling.
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THG Studios emphasizes that this investment solidifies its position at the forefront of creative production, offering brands a powerful tool to redefine how they ideate, create, and push the boundaries of storytelling in an increasingly competitive market.
