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Redefining Filmmaking

Capture a new way of bringing entertainment to life through Virtual Production via XR
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XR is breaking barriers and expanding the scope of creativity in filmmaking

Think back to the highest performing films of recent years—Avatar, Star Wars, The Pirates of The Caribbean franchise. The reason for their popularity is the grand visual spectacle that they brought to the screen, particularly in terms of the locations they were set in. In reality, these locations did not exist. There was no blue planet or Death Star. And Jack Sparrow was certainly not on-board a pirate ship. All of it was made possible thanks to Extended Reality and the art of Virtual Production. In simple terms, Virtual Production involves using XR to create a 3D environment that blends the elements of a studio setting with a real-life location


Think back to the highest performing films of recent years—Avatar, Star Wars, The Pirates of The Caribbean franchise. The reason for their popularity is the grand visual spectacle that they brought to the screen, particularly in terms of the locations they were set in. In reality, these locations did not exist. There was no blue planet or Death Star. And Jack Sparrow was certainly not on-board a pirate ship. All of it was made possible thanks to Extended Reality and the art of Virtual Production. In simple terms, Virtual Production involves using XR to create a 3D environment that blends the elements of a studio setting with a real-life location

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What we do

Lights, camera, XR—this breakthrough technology is fast forwarding the entertainment sector into the future by bringing Virtual Production to the forefront. Take a look at some areas that are putting the spotlight on XR.

Immersive production environments

XR allows production studios to create more immersive engaging content. It also speeds up the creative decision-making process with the ability to generate multi-purpose environments with stunning visual appeal.

Webcasts and live events

From broadcast shows to keynote presentations, XR can be used to turn any audience interaction into an aesthetic spectacle.

Stage performances

Along the lines of Katy Perry’s XR-based performance, stage events can be re-shaped and re- invented with the ‘magic’ of Extended Reality.

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    Frequently Asked Questions

    How is Extended Reality (XR) being used in Virtual Production?
    Extended Reality makes it possible to create stunning virtual environments in a studio setting. It eases a process that would have otherwise required building elaborate sets in an outdoor environment and transporting them to various locations.
    What are the benefits of using Extended Reality (XR) in Virtual Production?
    With Extended Reality, there are no limits to what can be created, from a blue planet in Avatar to a full-fledged pirate ship as seen in The Pirates of The Caribbean. All it takes is imagination. It cuts down on production time and also eliminates the costs of what it would take to travel to an exotic production location.
    Is Virtual Production’s capability only limited to the big screen?
    While Virtual Production has largely made its presence felt in movies, its scope extends much further. It can be used for television shows, music videos and even webcasts.
    What is the technology behind Virtual Production?
    Virtual Production integrates immersive technology elements such as Augmented Reality (AR) and Virtual Reality (VR). These are supported by CGI and game-engine technologies, allowing filmmakers to see their story come to life scene by scene.
    How has Virtual Production transformed filmmaking?
    Virtual Production has streamlined filmmaking by making it possible to carry out multiple tasks all at once. Thus, editing can be done even while shooting is going on, with just a few clicks. This enables quick creative decisions, thus speeding up the process.
    What is the future of Extended Reality (XR) in Virtual Production?
    Thanks to the immense possibilities that Extended Reality brings to the table, it has the power to take Virtual Production anywhere in the future. You could transform a desert setting into the ocean floor or even shoot 30,000 feet in the air on-board an aircraft. The only limits are those in the creative mind.