Big LED Screens and Virtual Production: The Future of Photo and Video Shoots?

Virtual production in LED studios offers an efficient and highly customizable alternative to traditional location shooting. The recent Porsche Tycan shoot at Hyperbowl studio, with the involvement of photographer Peter Schreiber and content provider MAGROUND, showcases the impressive technology.

Big LED Screens and Virtual Production: The Future of Photo and Video Shoots?
Behind the scenes - Taycan Shooting

In recent years, virtual photo and video production have become an increasingly popular alternative to traditional location shootings, thanks to the development of giant LED screens. These screens provide an immersive and highly customizable background that can be used to create any environment, from cityscapes to outer space, without leaving the confines of the studio.

Virtual production offers significant cost savings over location shooting and allows for the creation of highly detailed and complex environments. With the use of CGI and other technologies, virtual production can create stunning visual effects and highly realistic environments that would otherwise be impossible to achieve on location.

However, there are also potential drawbacks to consider. While you can create highly realistic environments, there is always the risk of the final product looking artificial or fake.

Nevertheless, there are ways to overcome these drawbacks. One approach is to utilize content providers like MAGROUND, which specialize in providing high-quality background images and 360° domes that can be easily customized and integrated into this kind of production. This not only saves time and money on the production side but also opens up new possibilities for creative expression.

The combination of virtual production and MAGROUND's resources can help create a more sustainable production process. By reducing the need for travel and location scouting, virtual production can significantly reduce a production's carbon footprint. This is particularly important given the increasing focus on sustainability and environmental responsibility in the automotive industry and other industries too.

One excellent example of the power of virtual production and content providers like MAGROUND is the recent Hyperbowl studio shoot of the Porsche Tycan, led by photographer Peter Schreiber for the Ramp magazine. The shoot utilized the studio's large 270° LED screens, combined with image content from MAGROUND, to create a range of stunning environments for the vehicle.

Behind the scenes - Taycan Shooting

The results were truly impressive, with the Porsche Tycan shown in a variety of different environments, from a super popular location in New York City next to the Brooklyn Bridge, to a spot next to the Golden Gate Bridge in San Francisco, to Las Vegas, to a virtual environment that looked like it was on Mars.

The level of detail and realism achieved through the combination of virtual production and MAGROUND content was truly remarkable, demonstrating the potential of this technology for photo and video production.

Real reflections from the HDR Dome

The ability to create highly realistic and immersive environments through virtual production opens up new possibilities for creative expression, enabling producers to tell stories and create content that would be impossible to achieve with traditional location shooting.

Shooting content in LED studios is one approach to creating high-quality marketing content, but it is not without its drawbacks. However, with careful planning, consideration, and the use of resources like MAGROUND, virtual production can be a valuable addition to any producer's toolkit, providing a more sustainable and immersive approach to content creation for marketing purposes.