Virtual production is becoming a powerful tool for brands and ads: Robert Godinho

In this interview with Adgully, Robert Godinho, Managing Director, Media.Monks India, discusses the virtual production services offered by his company and their benefits for brands. Media.Monks India provides end-to-end virtual production services, including building 3D environments and creating realistic real-life environments, integrating physical and virtual sets, LED screens, in-cam VFX, and green screen live compositing.

Godinho says that virtual production is highly beneficial for brands due to its efficiency, customization features, and cost-effectiveness. However, the shift to virtual production is still a new concept for many brands, and the mindset shift from investing in physical production is still ongoing.

“Virtual production is gaining traction as a powerful tool for creating visually stunning films and advertisements. The potential for this technology is vast, and as more brands and agencies become aware of its capabilities, we can expect to see it being adopted more widely in the industry,” he says. Excerpts from the interview:

What types of virtual production services do you offer and how can they benefit brands?

Virtual production is a revolutionary style of filmmaking. It provides an innovative and cost-effective way to create immersive content. By using virtual environments built out in software or shot on plates in a studio, filmmakers can simulate or recreate external environments and shoot them in the comfort of their own studio.
At Media.Monks India, we offer comprehensive services for virtual production. Our expertise ranges from building 3D environments to creating realistic real-life environments, be it houses, boardrooms, and even space. We use our screens to generate imagery of roads and simulate outdoor environments, giving the impression of a car being on the road. With virtual production, we can create any environment and bring it to life with precision and accuracy.

Virtual production involves the integration of physical and virtual sets, which is achieved through a combination of LED screens, in-cam VFX, and green screen live compositing. By using real actors and physical or virtual props, we can create any kind of film, TVC, or media content. Our team of professionals has the expertise to provide end-to-end services for virtual production, from pre-visualization to virtual set build, production, volume rental, and even project consultation.

We are proud to be the first movers and adopters of virtual production technology. Our studio is currently the only one in India that is fully operational and has produced published projects with all roadblocks and challenges already ironed out. As part of MediaMonks, we are also the only ones showcasing the scale and impact of this technology on the industry as a whole. We are excited to continue pushing the boundaries of what is possible with virtual production and to see how it can disrupt and revolutionize the way we create content.

Virtual production is highly beneficial for brands due to its efficiency and customization features. These 3D environments can be customized as per brand requirements with greater detail, making it easier to highlight certain products or match brand colors. Shooting in a virtual environment is more efficient than on location, making it easier to manage celebrities, regionalization, and crowd control. Customization is cheaper and more feasible with virtual production than building actual products, making it highly cost-effective. Virtual production enables brands to personalize their offerings to a greater level, leading to more efficient and highly customized production.

How receptive are brands to the idea of virtual production?

Well, I would say they are getting there. The shift to virtual production is like the transition from film cameras to digital cameras. It’s an industrial revolution that requires artists and the industry to be receptive to the new product and see how to best use it. Brands currently are split into two schools of thought when it comes to finding efficiencies: the first one is with smaller budgets for digital conversations and the second one is with big budgets for projects like TVCs. While the former is an easier conversation, the latter is tougher due to the mindset of investing in physical production. If a brand is investing, let’s say, Rs 2 crore or Rs 4 crore in getting a film made, they’d like to see their money being spent rather than it being replicated in virtual production. However, the company is successfully working on a mindset shift to embrace the present and future of virtual production.

What are the technical requirements for virtual production, and how can brands prepare for them?

The success of virtual production depends on the technical requirements and investment of the production studios, and the brands just need to be receptive to this new technique. The requirements include having a studio space, LEDs, tracking systems, technical artists, graphic designers, developers, asset modelers, and environment builders. However, brands can prepare for virtual production by attending workshops to understand the valuations and how to use it effectively, thus having your thought leaders and your influencers/ writers being able to create the virtual production first content that can be easily adapted and executed in this new technology. The key is to see it, understand it, and learn how to use it effectively in addressing brand solutions.

We recently held an open house workshop where we introduced industry professionals to virtual production and showcased the different stages and phases of filmmaking in this new technology. Our primary objective now is to continue raising awareness about virtual production and educating people on its benefits. Hosting brand open house days for clients and agencies is a wise move to help them adopt and adapt to new technologies. As a virtual production house, we understand the importance of sharing knowledge and enabling others to utilize this innovative technique to its fullest potential.

What is your experience in working with brands, and apart from Bajaj Avenger, which is the other work in this area?

We have been very successful in collaborating with different brands. The response from the brands has been overwhelming. They are impressed with the final product and our in-house artists working on it. We have worked with many industry experts such as directors, DOPs, technical artists, graphic designers, and developers, who have collaborated with us in building out the final films. They have testified and spoken about their experience working with us within the fraternity.

We believe a virtual production is a tool of the present and the future, and it is attracting a lot of brand attention. However, we are currently focused on attracting more agency and communication attention, as these agencies are the ones who write for the brands and need to be made aware of the efficient solutions that virtual production can provide. Brands are always looking for innovative and high-quality products, and virtual production can deliver just that. We have had successful collaborations with Bajaj Avenger, HP Smart Tank, Tata Tea, and even a musician for a music video to name a few.

What is your process for creating and implementing virtual production? What are the challenges involved?

Virtual production is a complex process that requires a fusion of art and technology. It involves the use of various technologies to simulate real environments and realize real environments through a camera lens, thereby bringing art to the forefront, using technology. To create and implement virtual productions, a deep understanding of both technology and art is necessary, along with adequate space and investment to set up a tech-first studio with LED screens and virtual trackers and markers.

However, implementing virtual production poses significant challenges, as there is no ready reckoner or go-to guide available for it. Learning and building virtual production capabilities has required a lot of research and development, and many hours of self-guided learning. One of the biggest challenges in this space is finding the right team of specialists who can execute such projects, as they are not readily available.

Despite these challenges, virtual production is gaining traction as a powerful tool for creating visually stunning films and advertisements. The potential for this technology is vast, and as more brands and agencies become aware of its capabilities, we can expect to see it being adopted more widely in the industry.

How do you measure the success of virtual production, and what metrics do you use to determine its effectiveness?

In terms of measuring the success of virtual production, the biggest metrics are usually financial savings and efficiency. We look at how much money and time can be saved by using virtual production compared to conventional methods. However, it is important to note that virtual production is still a very young tool and it will take some time to really measure its effectiveness. We expect to have a better understanding of its success by the end of 2023 or early 2024.
One way to measure its success is by looking at the growth of virtual production studios and stages across India and globally.

The fact that more and more studios are investing in this technology is a testament to its success. The success of flagship products or films like ‘The Mandalorian’ and ‘1899’ also shows that virtual production is a successful model.

Overall, virtual production presents a multi-billion-dollar industry opportunity and more people are starting to accept and adopt it. While the financial metrics may take some time to catch up, the growth of the industry is a good sign of its success.