{"id":148687,"date":"2023-11-16T09:03:41","date_gmt":"2023-11-16T09:03:41","guid":{"rendered":"https:\/\/amplify.nabshow.com\/?post_type=articles&#038;p=148687"},"modified":"2025-06-03T23:58:22","modified_gmt":"2025-06-03T23:58:22","slug":"nabshowny-virtual-production-new-way-of-thinking","status":"publish","type":"articles","link":"https:\/\/jwolfepr.com\/dev\/articles\/nabshowny-virtual-production-new-way-of-thinking\/","title":{"rendered":"Virtual Production Isn\u2019t Just a Technology, It\u2019s Now a Way of Thinking"},"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-8f761849 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<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=\"The Virtual Production Revolution: A Real-Time Love Affair\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/3r6Qmmzz2lw?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\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\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>A panel of virtual production experts illuminated how this rapidly advancing field isn&#8217;t just reshaping collaboration and creative workflows \u2014 it&#8217;s changing the content itself.<\/em><\/li>\n\n\n\n<li><em>Led by veteran Virtual Production Supervisor Jim Rider, this discussion featured 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>VP technologies break down silos between departments, allowing for real-time collaboration and faster iteration, fundamentally changing the way content is produced.<\/em><\/li>\n\n\n\n<li><em>The role of the Virtual Production Supervisor is more vital than ever, allowing various departments to plan more efficiently and effectively.<\/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<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">At NAB Show New York, a panel of virtual production experts illuminated how this rapidly advancing field is reshaping collaboration and creative workflows for content production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The session, \u201c<a href=\"https:\/\/bcove.video\/47gcHxd\">The Virtual Production Revolution: A Real Time Love Affair<\/a>,\u201d was moderated by industry veteran Jim Rider, Virtual Production Supervisor at Pier59 Studios, and featured Arturo Brena, founder &amp; CEO of 3D creative studio K\u00e9exFrame; Ian Fursa, founder &amp; CEO of educational series VP Toolkit; and Christina Lee Storm, founder &amp; CEO of ASHER XR, which specializes in the development of real-time, virtual production, AI, and emerging technology for linear and multi-platform storytelling.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These industry pros underscored that virtual production isn\u2019t just a technological advancement; it\u2019s a catalyst for a more integrated and collaborative approach in media creation. They discussed how VP technologies break down silos between departments, allowing for real-time collaboration and faster iteration, fundamentally changing the way content is produced.<\/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 class=\"wp-block-paragraph\">The panelists, each bringing their unique perspective and experience, shared insights on how virtual production is enabling creators to work more cohesively, enhancing creativity and efficiency. Read the highlights of the discussion below, and to gain even more insights watch the full session in the video at the top of the page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-5967a1a37e228d621cb3dfcadecbe9d2\">Going Beyond In-Camera Effects<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Setting the stage for the discussion, Rider observed that virtual production is often understood only in terms of in-camera VFX, \u201cyou know, <em>Mandalorian<\/em>-style virtual production,\u201d but that it is in fact a multifaceted discipline encompassing a much broader spectrum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019ve been trying to really sort of set the record straight because there was a lot of excitement that came out of on-set virtual production in the big shows, but that doesn\u2019t apply to everyone,\u201d Storm agreed. Virtual production can actually be divided among four main categories, or \u201cbuckets,\u201d she argues: visualization, volume capture, on-set virtual production or in-camera VFX, and real-time workflows.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Real-time workflows, in particular, are continuing to evolve, she said, becoming increasingly accessible to productions of all sizes. \u201cMore and more people can use [real-time workflows] because they don\u2019t have to have a massive stage, per se.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brena noted that in-camera VFX comprises roughly 30% of the work at his New York-based studio. \u201cAll the rest goes more into linear creation, linear animation using real-time rendering.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Real-time rendering \u201cis the core of virtual production, touching every aspect,\u201d he said. \u201cWe use it a lot to adjust workflows. So [for] traditional linear content, let\u2019s say that we\u2019re creating an opener for a show or we\u2019re creating a commercial or something, we take the jump into using real-time rendering technology in order to optimize workflows.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-5467996dca1a3596012e26a275376595\">The Vital Role of the Virtual Production Supervisor<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Real-time technology is revolutionizing creative workflows, the panel unanimously agreed, fostering unprecedented collaboration across various departments.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThere is a very defined pipeline for creating linear content that is very segmented in between the different departments,\u201d Brena said, \u201cand now, with this new technology, it allows you to kind of merge and get all these departments together and working like in a single platform within a single unit.\u201d This unity, he said, \u201cmassively improves how fast you can iterate.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amid these changing dynamics, the role of Virtual Production Supervisor becomes increasingly vital to ensuring that all departments work cohesively towards a unified creative vision. \u201cIt is so important to have that person who is the translator, who is the person that understands all sides,\u201d Storm said, going on to warn, \u201cAnd if you don\u2019t have that, I\u2019ve seen failures where you don\u2019t have that role.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Communication and preparation are key, and changes to how departments communicate between one another is a major issue, Fursa said. \u201cYou can\u2019t have a director or cinematographer talking directly to&#8230; artists, because they speak two very different languages,\u201d he cautions, recalling a challenging production day that stretched to 16 hours \u201cjust because of bad communication.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For mid-tier productions, Brena added, there is the added complexity of communication across studios. Another big challenge, he said, was aligning expectations. There\u2019s a lot of misinformation out there, he noted, and it\u2019s the VP Supervisor\u2019s job to educate clients and teams about what\u2019s possible and what\u2019s not.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Storm emphasized the iterative process and managing expectations to avoid disappointment on set. \u201cThe power of no is a strong thing,\u201d she said. \u201cAnd it\u2019s not because I don\u2019t want to deliver. I\u2019m just&#8230; trying to make sure you know going in what you can get.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-e7de658e6acee432641b85965531357b\">The Future of Virtual Production<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Looking ahead to the future of virtual production, \u201cdata-driven content is going to change everything,\u201d Brena said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He envisions game engine technology allowing for delivery of pre-rendered content that can be adapted in real time according to viewers\u2019 interests or to support monetization. \u201cData-driven content is definitely the one that I see [getting] the fastest adoption, because it\u2019s usually the one of how are we going to make money,\u201d he said, adding that media companies will soon discover that by versioning out data-driven content \u201cyou will probably multiply revenue.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Piggybacking on the trend for data-driven content, Storm predicts an upswing in location-based and user-generated content. \u201cSort of like what [happened] during the pandemic, we\u2019re going to be able to see distinct voices come out in play and be able to share stories,\u201d she said. \u201cMore than anything, it\u2019s exciting. Because when there are tools that are easier for people to play with, then creativity starts to surge.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fursa touted new advancements in image based lighting, noting that color calibration woes for DPs may soon be a thing of the past. \u201cFor now we still have to light, and LED walls generally are not color accurate,\u201d he explains. \u201cThey\u2019re missing, like, a white chip. So that means that they don\u2019t have the full spectrum\u201d of traditional lighting for film production. \u201cBut right now, there\u2019s a huge wave of new technology that\u2019s coming fast.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Virtual production experts illuminate how this rapidly-advancing field is reshaping collaboration and creative workflows.<\/p>\n","protected":false},"author":2,"featured_media":169678,"menu_order":0,"template":"","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":""},"categories":[248],"class_list":["post-148687","articles","type-articles","status-publish","has-post-thumbnail","hentry","category-amplify"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Virtual Production Isn\u2019t Just a Technology, It\u2019s Now a Way of Thinking | Jennifer Wolfe<\/title>\n<meta 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