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Sustainable Production Technology Marketers Can Use Today



Traditionally, advertising production has been characterized by extensive globe-trotting, significant environmental impact and substantial costs. But I invite you to consider a future where these age-old norms and conventions have become obsolete. This is a revolution powered by a convergence of cutting-edge technologies like artificial intelligence (AI), virtual reality (VR) and augmented reality (AR), and their remarkable potential to reshape the industry through the rise of virtual studios.

Begin by acknowledging a simple truth: The conventional advertising production model, as we have known it, is no longer viable. A pivotal force driving this paradigm shift is the growing awareness of the environmental footprint of traditional advertising production. One ad campaign can produce 70 tons of CO2 equivalent emissions—for perspective, that’s the same as what seven people on average release into the atmosphere in a year. 

Embracing sustainability isn’t just an ethical stance; it’s also becoming a business imperative. Today’s consumers are increasingly drawn to brands that demonstrate environmental responsibility. Similarly, shareholders often regard sustainability as a key performance indicator. In advertising, we don’t just narrate stories, we architect them. Therefore, we have a responsibility to scrutinize our own environmental impact to ensure we are a catalyst for change.

In a world increasingly concerned about climate change and ecological sustainability, the industry can no longer afford to maintain the status quo. The urgency for change is clear, and virtual studios are emerging as a powerful solution. Here’s why I predict a game-changing shift in the future of advertising production, along with some practical strategies to make a seamless transition into the virtual space.

What is a virtual studio, and how does it work? 

A virtual studio harnesses cutting-edge technologies to project lifelike environments onto LED screens, serving as the backdrop for actors during filming. Within this studio setup, green screens and LED walls replace specific elements or even the entire set, seamlessly merging real and virtual elements. 

AR introduces an exciting dimension by using sensors, cameras and displays to capture the real world and superimpose virtual objects onto it. While interdependent technologies, AI can enhance AR as it tracks and analyzes object movement within the virtual set, ensuring realistic interactions between virtual and real elements. Meanwhile, VR immerses users in a digitally crafted, three-dimensional environment, facilitated by specialized electronic gear like headsets and gloves. It transports actors to a virtual realm where they can naturally interact with objects, people and surroundings as if physically present.

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