THG has invested “7 figures” in virtual production at its Manchester Studios.
The cash has been spent on both the technology and staff, with Cat Mellor, Director of Creative Services at THG explaining that it’s about saving cost and time for brands:
“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.
“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.”
READ MORE – Manchester’s THG Studios launches game-changing AI platform for brand creativity
The facilities have already been used by Disney Store.
“There’s something around pairing the immersiveness of the VP screen and the depth of a traditional set build to take our Disney storytelling to the next level,” added Sarah Syah, Director, Disney Store Global Brand Creative.
READ MORE – £9million virtual production studios to drive innovation
This follows the development of THG Studio’s iGen AI image creation service, which was launched earlier this year.
