Award-winning creative agency, THG Studios, has launched its latest Virtual Production capability, following further investment in technology worth an impressive seven figures.  

THG Studios is renowned for being Manchester’s fastest-growing innovation hub, where creativity, technology and ambition join forces to push boundaries and bring ideas to life. Committed to being at the forefront of cutting-edge creative production, THG Studios is investing in both technology and talent, building a workforce of the future that is fluent and confident in emerging innovations. Its virtual production screen is the latest addition to its suite of services, offering television-quality production at a fraction of the cost and time.

Virtual production screens blend physical and digital elements in real time, allowing brands to visualise and create scenes in a dynamic and efficient way. Offering an immersive environment for brands, talent, and creatives, virtual production screens can be curated and edited in real time, including elements like lighting, time of day, weather, and location.

Cat Mellor, Director of Creative Services, THG Studios, comments: “Brands can now explore outer space in the morning, walk the streets of Tokyo city at noon, and traverse the Sahara Desert before dinner – all without leaving our studio. Beyond having complete creative licence to make the impossible possible, our Virtual Production brings precision and control to shoots, supported by our skilled supervisors and technical artists.”

The investment represents more than a physical asset. Combined with THG Studios’ in-house expertise and cutting-edge software integrations, the Virtual Production screens redefine how brands can ideate, create, and push the boundaries of storytelling.

“At a time when brand budgets are more stretched than ever, our suite of Virtual Production and AI services save time, cut logistics, and reduce costs. We’ve seen brands saving up to 50% in total production time, as well as up to 40% in cost savings compared to traditional on-location shoots,” adds Cat.  

Disney Store has already been leveraging the benefits of THG Studios’ virtual production capabilities. Sarah Syah, Director, Disney Store Global Brand Creative said: "There's something around pairing the immersiveness of the VP screen and the depth of a traditional set build to take our Disney storytelling to the next level. The business result? Our Haunted Mansion teaser campaign has been the most engaged with social assets in 5 years."

The announcement follows the launch of THG Studios’ iLab in 2024, its in-house generative AI innovation hub which now offers iGen, an AI image creation tool providing brands with a low-risk, high-impact environment in which to experiment with AI.

For more information, visit https://www.thgingenuity.com/studios/virtual-production.