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By Chehneet Kaur

There were days when the right sunlight, the right weather, and 100 shots took a publicity photo to get to the final cut. If after all that blood and sweat of coordination, timing, investment, creativity, and so much more, didn’t grab the viewer’s attention within the first 30 seconds, it was in vain.

With the onset of the pandemic, the scope of advertising film production has shrunk considerably. Reducing ad spending, travel restrictions and of course a total foreclosure was a widespread problem throughout the Indian advertising industry.

Then 3D virtual production came in as a solution that filled all the gaps. 3D virtual sets have been introduced over the months and adopted by major ad production agencies, helping brands reach their audiences more effectively.

To experience this new technology in real life, ETBrandEquity.com visited one of the 3D virtual ad sets. From sunny to rainy or a living room in Times Square, this virtual set could enable commercial shooting anywhere anytime, literally.

John Paite, Creative Director at Mediamonks, explains: “Virtual production in a very basic sense would mean having a 3D environment and the traditional hands-on environment controlling the cameras inside a 3D setting. A static image or video does not provide any depth or parallax. But here the scene is more like a border of screens. Within this limit, the LED screen called N-display is placed and a 3D environment is created.

“There are a lot of 3D productions in the sci-fi and horror genres that take place overseas. But when it is reproduced in India, we fail. This technology will open many doors for content creation and the world of visual fantasy, ”added Robert Godinho, Managing Director of mediamonks.

Traditional filming required for the entire production to be transported to the filming location. Real-life props were needed as part, but the 3D environment does not require any. “Travel costs are almost zero. Flying 20 to 30 crew members around the world, paying for filming locations and granting permissions have all been eliminated with 3D virtual production, ”explained Paite.

Virtual 3D has also brought other accelerators like real-time engines that cut post-production time to next to nothing. Paite added, “A traditional 3D animated video took at least 24 hours to render from 3D software, but in a real-time engine it takes less than a minute to render that video and render it. resolution changes from HD to 4K. “

Godinho explained, “When you look at Andhadhun and the rabbit in it. The rabbit stood out because the CGI was not well integrated into the environment. These things will not happen here because the whole environment would be virtually created.

“Big film production houses like Yash Raj, Red Chillies are already adopting this technology,” he adds.

This technology is not without its drawbacks, however, one of which will always be the hardware. The installation and the huge investment it requires is another. In addition, artists skilled in exploiting this technology will always be needed. In addition, the scene has a limited frame unlike the actual location. Paite shared, “Anything on stage you can film, but off you can’t. It may happen in the future, but the future is now.

The other concern is whether this technology will ever eliminate the role of humans. ” I do not think so. You need skilled human talent to make this work, like I said, and the art direction, set decoration and other backend responsibilities will never be replaced, ”said Paite.

Mediamonks executives shared that they are not trying to replace traditional methods of filmmaking. It is sacred and it will always be there. But, with the changing times, people have to adapt to the changes. This technology is not there to replace but to change the way films are made.


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