THG Studios invests in virtual production to boost creativity
THG Studios has launched a new Virtual Production capability, following a recent technology investment valued in the seven-figure range.
This investment marks an expansion of the creative agency's existing production services, aiming to offer clients enhanced creative flexibility and cost efficiency through real-time blending of physical and digital production environments.
Virtual Production screens
The new Virtual Production screens installed at the Manchester-based studio enable on-set real-time customisation of content. Creative teams can instantly alter digital backgrounds and integrate elements such as lighting, weather, and locations. This technology, according to the studio, streamlines the production process for clients and offers a cost-saving alternative to traditional on-location shoots.
Cat Mellor, Director of Creative Services at THG Studios, provided details about the creative scope enabled by virtual production:
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.
Mellor said the investment signals a broader strategic move that combines the new production screens with in-house talent and technology. According to the company, this combination allows brands to rethink the boundaries of their content strategies and storytelling approaches.
Operational savings
With the advertising sector under ongoing budget scrutiny, Mellor outlined the operational efficiencies that virtual production can offer brands:
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.
In practical terms, THG Studios reports that its new facility can reduce logistical requirements for shoots, as travel and set-building are replaced by on-site digital flexibility. The company attributes client cost savings to both reduced shoot durations and a lower reliance on location-based logistics.
Client case study
THG Studios' virtual production capabilities are already being used by brands such as Disney Store. Sarah Syah, Director, Disney Store Global Brand Creative, commented on the benefits experienced so far:
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.
Syah's feedback points to the impact of integrating virtual production technology with traditional creative approaches, encouraging greater audience engagement while managing production resource requirements.
AI integration
The launch of the virtual production suite follows the recent introduction of the studio's iLab, an in-house generative AI innovation hub. The studio now offers iGen, an AI-driven image creation tool, which is designed to provide brands with a low-risk environment for creative experimentation and rapid content development.
THG Studios says that the combination of its AI tools and virtual production technology aligns with a wider industry shift towards efficiency and flexibility in creative production, as brands respond to evolving economic conditions and audience expectations.
The Manchester facility currently provides brand strategy, creative services, and production infrastructure across 200,000 square feet of studio space, serving clients from multiple sectors.