{"id":145506,"date":"2023-10-01T09:03:47","date_gmt":"2023-10-01T09:03:47","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=145506"},"modified":"2025-06-04T01:15:46","modified_gmt":"2025-06-04T01:15:46","slug":"nabshowny-virtual-production-revolution","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/nabshowny-virtual-production-revolution\/","title":{"rendered":"Virtual Production: It\u2019s a Real-Time, In-Camera Love Affair"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns article-content is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jim Rider, Visual Effects Supervisor and Virtual Production Supervisor at Pier59 Studios\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/1RV17akAQhI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">TL;DR<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Virtual production has evolved from a proof-of-concept technology to an industry standard, revolutionizing film and TV production.<\/em><\/li>\n\n\n\n<li><a href=\"https:\/\/nabshow.com\/newyork2023\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>NAB Show New York<\/em><\/a><em> will feature a panel discussion, \u201c<\/em><a href=\"https:\/\/nabny23.mapyourshow.com\/8_0\/sessions\/session-details.cfm?scheduleid=52\" target=\"_blank\" rel=\"noreferrer noopener\"><em>The Virtual Production Revolution \u2014 A Real-Time Love Affair<\/em><\/a><em>,\u201d led by Jim Rider, Virtual Production Supervisor at Pier59Studio, with K\u00e9exFrame founder &amp; CEO Arturo Brena, VP Toolkit founder &amp; CEO Ian Fursa, and ASHER XR founder &amp; CEO Christina Lee Storm.<\/em> <\/li>\n\n\n\n<li><em>Core technologies like camera tracking, LED walls, and Unreal Engine have matured, making virtual production a reliable tool for filmmakers.<\/em><\/li>\n\n\n\n<li><em>The technology is not just for high-end productions; it&#8217;s becoming more accessible and is also being employed in various industries from fashion to automotive.<\/em><\/li>\n\n\n\n<li><em>The future of virtual production looks promising, with advancements in AI and other technologies set to further integrate and standardize workflows.<\/em><\/li>\n<\/ul>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-luminous-vivid-amber-color has-alpha-channel-opacity has-luminous-vivid-amber-background-color has-background\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Virtual production has rapidly evolved from a nascent technology into a mainstay that\u2019s fundamentally altering the film and television production landscape. But VP isn\u2019t just about the use of LED walls and securing a really great stage; it\u2019s an ever-evolving set of technology solutions and practices.<\/p>\n\n\n\n<p>This month, <a href=\"https:\/\/nabshow.com\/newyork2023\/\" target=\"_blank\" rel=\"noreferrer noopener\">NAB Show New York<\/a> will gather a panel of experts who are leveraging new tools to make virtual production their go-to production method. Held October 26, \u201c<a href=\"https:\/\/nabny23.mapyourshow.com\/8_0\/sessions\/session-details.cfm?scheduleid=52\" target=\"_blank\" rel=\"noreferrer noopener\">The Virtual Production Revolution \u2014 A Real-Time Love Affair<\/a>\u201d promises an in-depth exploration of the latest trends and techniques.<\/p>\n\n\n\n<p>Leading the panel is Jim Rider, virtual production supervisor at Pier59Studio, whose years of hands-on experience make him an authority on core VP technologies. He will be joined by K\u00e9exFrame founder &amp; CEO Arturo Brena, who previously won an Emmy Award for innovative live-camera tracking and real-time graphics, and has helped conceptualize and lead projects that define the new cutting edge in graphics on-air technology. Rounding out the lineup of industry pros is Ian Fursa, developer and CEO of the VP Toolkit plugin for Unreal Engine and educational workflow series at educational institutions around the world, and ASHER XR founder &amp; CEO Christina Lee Storm, who specializes in the creative development of emerging technologies for linear and multi-platform storytelling.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/jwolfepr.com\/dev\/wp-content\/uploads\/2024\/09\/Virtual-Production-Revolution.png?ssl=1\" alt=\"L-R: Jim Rider, Virtual Production Supervisor, Pier59Studio; Arturo Brena, Founder &amp; CEO, K\u00e9exFrame; Christina Lee Storm, Founder &amp; CEO, ASHER XR; and Ian Fursa, Founder &amp; CEO, VP Toolkit.\" class=\"wp-image-145507\"\/><figcaption class=\"wp-element-caption\">L-R: Jim Rider, Virtual Production Supervisor, Pier59Studio; Arturo Brena, Founder &amp; CEO, K\u00e9exFrame; Christina Lee Storm, Founder &amp; CEO, ASHER XR; and Ian Fursa, Founder &amp; CEO, VP Toolkit.<\/figcaption><\/figure>\n\n\n\n<p>Ahead of NAB Show New York, the panelists provided a taste of what promises to be a dynamic and insightful session in an exclusive Q&amp;A for <em>NAB Amplify<\/em>. Watch the full discussion in the video at the top of the page.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<iframe loading=\"lazy\" src=\"https:\/\/widget.spreaker.com\/player?episode_id=57007478&#038;theme=light&#038;playlist=false&#038;playlist-continuous=false&#038;chapters-image=true&#038;episode_image_position=left&#038;hide-logo=false&#038;hide-likes=true&#038;hide-comments=true&#038;hide-sharing=false&#038;hide-download=true&#038;color=ff6900\" width=\"100%\" height=\"200px\" frameborder=\"0\"><\/iframe>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">A Rapid Evolution<\/h2>\n\n\n\n<p>Until recently, virtual production was largely thought to be still in its experimental phase, intriguing but not yet fully integrated into mainstream workflows. \u201cA year ago, two years ago, this was a proof-of-concept technology,\u201d Fursa recalls. \u201cA lot of people didn\u2019t really have a grasp on the technical side of things yet, or how to quite integrate it into their already existing workflows.\u201d<\/p>\n\n\n\n<p>Fast-forward to today, and the landscape has dramatically changed. Rider emphasizes that the core virtual production technologies \u2014 camera tracking, LED walls, and real-time graphics engines like Unreal Engine \u2014 have matured to the point where they are reliable production tools. \u201cMost of it has been figured out in terms of [being] a production tool.\u201d Alongside color workflows, he says, \u201cthe biggest challenge these days is adoption.\u201d<\/p>\n\n\n\n<p>Virtual production, says Rider, has \u201cgone from a, you know, <em>Mandalorian<\/em>, Disney multimillion-dollar workflow to something that you\u2019re seeing in a lot more stages and a lot more productions that are able to tap into it as a production technique.\u201d<\/p>\n\n\n\n<p>\u201cThe genie\u2019s out of the bottle,\u201d says Storm, noting that VP workflows are more accessible than ever. Currently she\u2019s seeing virtual production employed primarily for pre-production, \u201cwhether that\u2019d be real-time previs, cinematics, or real-time animation,\u201d although she expects that to open up even more, \u201cand that\u2019s pretty exciting.\u201d<\/p>\n\n\n\n<p>But it\u2019s not just about the shiny new tools; it\u2019s also about how they fit into existing pipelines. \u201cCompanies are trying to really leverage real-time pipelines,\u201d she says.<\/p>\n\n\n\n<p>The shift from experimental to essential has been rapid, but there is still much ground to cover, as Fursa notes. \u201cAll of the different industries have now started building their own pipelines to utilize this technology. So now we learn how to tell stories with it better, we learn how to refine how those stories are told and what tools are built,\u201d he says. The current push for standardization is another sign that virtual production is maturing. \u201cNow is the time where everybody\u2019s building things and creating what everybody wants: an industry standard.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Advances in Image-Based Lighting and LED Technology<\/h2>\n\n\n\n<p>When it comes to the tech that\u2019s currently driving the virtual production revolution, Fursa and Rider are particularly excited about advancements in image-based lighting and LED technology.<\/p>\n\n\n\n<p>Image-based lighting \u201creally goes hand in hand with virtual production,\u201d Rider explains. \u201cOne of the things we always tout is that we can put up multiple environments on the wall, multiple locations in one day. But the ability to actually relate those by doing pixel mapping onto full-spectrum LED light fixtures on set \u2014 not only are we changing the contents on the LED wall, but we\u2019re changing the lighting at the same time because that lighting is being mapped to these LED fixtures.\u201d<\/p>\n\n\n\n<p>Other advancements in LED technology include physical chips designed to enhance performance and image quality. \u201cBefore [now] LED walls did not render accurate lighting for talent and for real props,\u201d which became a real problem during filming, says Fursa. \u201cIt makes it so that we can\u2019t have an explosion that is the accurate color on our subjects. So there\u2019s been a lot of advancements in the development of the physical chips and technology for us to be able to start using LED walls as an actual film production light source.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What\u2019s Next for Virtual Production?<\/h2>\n\n\n\n<p>In the near future, Fursa predicts, virtual production will be employed not just by \u201chigh-end series and film productions, but smaller-budget commercial and music videos.\u201d<\/p>\n\n\n\n<p>And as workflows begin to integrate with artificial intelligence, toolsets will become \u201cvery powerful,\u201d he says, allowing things like background replacements to become routine automated tasks. Studios, he says, will continue to focus on refinement and standardization in the near-term. Yet \u201cthere\u2019s still a lot of benefit\u201d to separating production from in-camera VFX, \u201cbecause there\u2019s physics there that we still haven\u2019t figured out how to emulate,\u201d he adds.<\/p>\n\n\n\n<p>Brena also sees \u201ca massive grand-scale adoption from the entertainment industry\u201d in the short term, leading to extensive pipeline and workflow modifications and even new ways of storytelling.<\/p>\n\n\n\n<p>\u201cSo either from interactive storytelling, from broadcasts, for example, the idea of having things that have been, right now, just eye-candy, they can now be editorial, right? Because you can change our concept of the content in real time.\u201d<\/p>\n\n\n\n<p>As virtual production technologies become more sophisticated, they\u2019re also opening up new avenues for monetization. Looking further out, Brena anticipates that in-device rendering, which will allow consumers to render content on their local devices, \u201cwill allow for new ways of not only storytelling, but also new multiplying streams of revenue for advertisers,\u201d he says, a development that\u2019s \u201cgoing to be very attractive for advertisers.\u201d<\/p>\n\n\n\n<p>Virtual production\u2019s influence isn\u2019t limited to Media &amp; Entertainment, and as VP technologies continue to evolve, their application across various industries will likely broaden, creating new opportunities and challenges. \u201cThis is a cross-industry effort,\u201d says Brena. \u201cWe see people from fashion, automotive, film, and broadcast collaborating together with these new technologies.\u201d<\/p>\n\n\n\n<p>Generative AI adds a new layer of potential efficiencies for collaboration, Storm adds. \u201cWith generative AI, creators are able to see, at least visually, their concepts and ideas,\u201d she says. \u201cYou could do that in a quick iteration that cuts out some of that process&#8230; that gives a little bit more time in the front end to just work through the kinks, work through, like, \u2018Are we on the on the same page creatively?\u2019\u201d<\/p>\n\n\n\n<p>The production industry will continue to combine technologies like GenAI or even volumetric motion capture with virtual production, she says. \u201cMore and more, every year, we\u2019re going to see that evolution as well as the new iterations on workflows.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Get a preview of NAB Show New York with out exclusive Q&#038;A with industry experts using virtual production as their go-to production method.<\/p>\n","protected":false},"author":2,"featured_media":169693,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-145506","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Virtual Production: It\u2019s a Real-Time, In-Camera Love Affair | Jennifer Wolfe<\/title>\n<meta name=\"description\" content=\"Get a preview of NAB Show New York with out exclusive Q&amp;A with industry experts using virtual production as their go-to production method.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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