The core premise of virtual studios is grounded in efficiency, which, in turn, has a positive knock-on effect on sustainability. AI, VR and AR technologies enable us to streamline production processes, minimize resource consumption and drastically reduce carbon footprints. Companies like Reckitt have adopted this and achieved up to 75% reduction in CO2 emissions compared to traditional production methods.

When agencies consider implementing virtual studios, they should first assess their specific needs, budget and location. For high-frequency and high-quality productions, investing in LED screens and in-house sets is an option, but often it’s much better to tap into specialized studios that already have the capability and know-how. Early adoption of software like Unreal Engine, with ongoing hardware and software choices being informed by the rapidly evolving nature of the field, plays a pivotal role in the early phases. From there, it’s possible to convert an existing in-house conventional studio into a virtual production studio by setting up an LED volume wall.

When it comes to investing in equipment, opt for efficiency rather than top-of-the-range, or consider renting equipment if you’re looking to save costs. Renting virtual production studio space, which is now easier as more facilities become available and more talent has been trained, can be a more cost-effective solution. With the virtual production global market expected to reach $7.6 billion by 2030, it’s clear it will become increasingly prevalent and accessible for agencies—there are some 80 virtual production studios in the U.S. and 40 in the U.K.

Transitioning from a traditional production model to virtual studios may seem daunting, but it’s crucial to explore the pragmatic strategies and tactics to navigate this shift.

Audit and optimize 

Start by conducting an audit of your current production processes. This includes assessing the equipment, personnel and workflows involved in traditional advertising production.

Analyze the financial impact of your current production model, and identify areas where costs can be reduced and optimized—consider whether there are inefficient processes or unused equipment. From there, you can invest in the necessary technologies for virtual production or seek out a suitable LED studio for the asset creation you need. 

Start small and measure 

Instead of immediately shifting all projects to virtual studios, begin with a small-scale project or pilot. This could be a short video ad or a digital campaign. This will help you ease into the transition and evaluate its efficiency and impact.

Measure how much time and resources were saved compared to traditional production methods. Collaborate with organizations like Ad Net Zero and AdGreen to calculate the carbon footprint of your virtual production process. This will help you align with sustainability goals. 

Maximize resources and efficiency 

As advertisers, the key to success in a virtual studio transition doesn’t solely rely on the tools and technology at your disposal. It’s all about how you orchestrate the planning and setup to maximize efficiency. This not only includes leveraging existing expertise and data but also adopting key tactics like bundling tasks and shooting multiple ads over a span of a few weeks.