Does the emergence of virtual production mean the end for greenscreen in B2B videos?
In recent years, the B2B market has witnessed a dynamic transformation with the emergence of artificial intelligence (AI) and virtual reality (VR) technology. VR not only revolutionises the way products and services are presented but also provides an immersive and engaging experience for consumers.
Companies leverage VR to transport potential customers into a virtual space where they can interact with products or services on a whole new level. From virtual showroom experiences that allow users to explore products in a lifelike setting to interactive VR presentations that showcase the features and benefits of a product, VR transforms marketing materials from static content into dynamic, memorable experiences.
This technology not only captures attention but also fosters a deeper connection between brands and consumers, making VR an innovative and effective strategy for marketers looking to stand out in a crowded digital landscape.
We are beginning to hear the word “virtual” in many areas surrounding businesses and a term we are hearing with increasing frequency is virtual production (VP). But what does that mean exactly?
We are all familiar with the term “green screen”, the technique of capturing an actor or subject in front of a green background to be replaced with something visually interesting later in post-production.
But with the rise of virtual production, we may stop saying “Let’s green screen it” and instead proclaim “We’ll VP it!”.
Ok, maybe that is too far, but let’s turn our focus to what it is.
What is it?
“Virtual Production is a process where real-world filmmaking and digital effects occur simultaneously.” – StudioBinder, YT
Virtual production is now a result of the collaboration of various technologies, including real-time rendering engines, motion capture systems, LED screens, and sophisticated camera tracking. These technologies work in harmony to create a cohesive and immersive blend of physical and digital elements during filming.
The most common use of VP is in film and television. Pioneered by Disney’s The Mandalorian, many scenes from the series are filmed on a virtual set, in front of a 21ft tall LED wall. These high-resolution LED screens display realistic virtual environments in real-time. The screens surround the physical set, creating a 360-degree immersive backdrop. The set allows for interactive lighting adjustments. The physical set responds dynamically to changes in lighting from the virtual environment, enhancing the realism of the scenes.
Unlike green screen, the lighting from the screen hits the actors, reflects off of surfaces and immerses the stage in the environment that surrounds it, making for more believable and dynamic shots.
Source: Disney+ The Mandalorian
Could this be used in B2B videos?
Now that we have established what virtual production is, let’s discuss what it does and what we can use it for. At this moment in time, VP studios are mainly sought after for big production projects. However, as with many captivating industry products, they adapt to fit into much more affordable workflows.
At Velo, we regularly hire spaces for video shoots and most come fitted with a backdrop or green screen. In the future we may see solutions becoming more modular, allowing studios to scale their setups based on their specific needs and budget constraints. This scalability enables smaller productions to implement virtual production on a more manageable and affordable scale.
A great example (and not just an excuse to bring up my football team – come on you Spurs!) is Tottenham Hotspur FC, which currently uses a form of this technique in its video content when announcing new player signings. Even though our work at Velo is unlikely to ever extend to creating adverts for footballers, I see this technique as a creative avenue that we can and should leverage in our B2B marketing offering.
Source: Tottenham Hotspur, https://twitter.com/i/status/1745520955869282642
Another example, shown below, is an interview taking place in an environment related to the topic. The lights from the scene hit the subjects to blend them into the scene and add another level of immersion to what could have been filmed in front of an uninspiring plain backdrop.
Source: https://www.youtube.com/watch?v=bia3F4KbLlA&ab_channel=JoshuaMKerr
Primarily, I believe the application of this technology for B2B companies will result in engaging video content for products and dynamic backgrounds for interviews to cameras.
Product shots
Displaying relevant scenes behind the product can help create a mood that supports the narrative and resonates with customers. The backdrop becomes another dimension in visual storytelling and branding.
The environment can showcase the features of the product. For example, a tech product would display virtual interfaces or animations that highlight how the product works and the key benefits.
Interviews
Shooting interviews usually involves location scouting and scene dressing to make the background suit the mood of the content being produced. Some spaces can be fairly limiting with many intervening factors such as natural lighting, size and intrusive or uninspiring environments. With the use of a VP studio, backdrops can become an opportunity for infinite creativity.
Placing your interviewee into a highly adaptable space that allows us to reflect the brand in a clean and immersive way may be the future of many b2b videos.
Thought leadership
Using an LED wall for your thought leadership presentations presents a great opportunity to raise the game for your quarterly reports, turning your PowerPoint presentations into something straight out of an Apple keynote.
The production value this adds to your presentations can elevate your brand to new heights while ensuring that the engagement level remains high for important information.
Source: https://player.vimeo.com/video/896201019?byline=0&portrait=0&title=0
B2B storytelling
Another avenue that could utilise this route is the common stock led storytelling technique. This opens new opportunities to bring in actors on a VP set to play out a bespoke scene with humorous backgrounds that lead the story more accurately than existing stock footage could. This scene below from BlueLine Rental could be enhanced with the use of the LED screens, further selling the story that the actors are portraying to the viewer in both a serious and light-hearted approach.
Source: https://vimeo.com/234498610
Overall, virtual production is about exploration and experimentation. It is a license to be innovative and grow our creativity in this emerging dimension. At Velo we thrive on these traits, therefore, we are now able to offer this as a solution going forward.
Personally, I’m excited at the prospect of walking with our clients into a virtual space that is tailored to their brand and moulding the limitless world around them.
So, that’s the basics of virtual production. How do you feel it will impact marketing going forward? And would you give it a go?
If you feel excited by the idea of bolstering your video capabilities on your next project, book a discovery call with our team here.
