Technology's Vision: The Future of Video Production × Sustainability

Hello, I'm Satoru Ogasawara from Dentsu Creative X (CROSS), a creative content production company within the Dentsu Group. While the push for carbon neutrality is accelerating globally, the advertising production sector is no exception.

In the UK, where the 26th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP26) was held, the "Ad Net Zero" initiative (aiming for net-zero greenhouse gas emissions) was declared, spearheaded by three advertising industry groups, and efforts began early, starting in November 2020.

Within our own video production workflow, we believe "moving away from mass-consumption production" and "enhancing efficiency through technology" are key areas where we should actively pursue transformation.

This article explores how technology is transforming production environments today, focusing on the "Metaverse Production" initiative.

What is Metaverse Production?
A joint project by four companies: Dentsu Inc. Creative X, Tohoku Shinsha (Japan's largest film production company), Hibino (a pioneer in LED display solutions with extensive experience in "In-Camera VFX"), and Dentsu Inc. Creative Cube (specializing in video and graphic production). It aims to reduce greenhouse gas emissions and streamline processes in the video production workflow through the use of technology.

The Popularization of "In-Camera VFX" in Video Production

First, please watch this video (be sure to watch it all the way through!).

This video, "Vocument #1 'Where Film Director Odagiri Joe Stands Now.'", features Joe Odagiri in the lead role and was filmed using a technique called "In-Camera VFX" with large LED displays. As part of Metaverse Production, it was produced by our partner Tohokushinsha Film Corporation and our group company Omnibus Japan, with production support from Hibino, Dentsu Creative Cube, and TFC Plus.

The CG backgrounds projected onto the LED displays synchronize with camera movements, creating a sense of depth in the background. This enables the real-time generation of composites with overwhelmingly high quality.

The breakthrough that brought in-camera VFX into the spotlight was "The Mandalorian," the first live-action "Star Wars" series. Over 50% of its scenes—including vast deserts and starship hangars—were shot using in-camera VFX. Its high level of completion drew attention from the global film industry.

In Japan, since 2022, the use of virtual technologies, including in-camera VFX, has increased in TV commercials, dramas, films, and music videos.

Three Services of Metaverse Production

"Metaverse Production" develops and provides three PX services (※) that maximize the strengths of each company and the benefits of on-camera VFX, achieving "greenhouse gas reduction" and "process efficiency" within the video production workflow.

*Abbreviation for Production Transformation. A coined term meaning video production transformation.

PX Service ①: "Owned Virtual Set/Location" – Virtual Assets Owned and Reusable by Advertisers

We custom-create CG sets and locations that were previously discarded after single-use. As virtual assets owned by the advertiser, they can be reused repeatedly, reducing waste during studio shoots.

PX Service ②: Real-world Location VFX – Achieving Location Shoots Inside the Studio

By projecting pre-shot live-action backgrounds onto large LED displays installed in the studio, we achieve studio shoots that feel like filming on location. This eliminates the need for large-scale location travel, significantly reducing greenhouse gas emissions.

PX Service 3: Select and customize template CG art sets for production "Virtual House Studio"

This virtual house studio allows you to select and use art sets from pre-prepared template CG materials. You can slightly customize elements like wall colors and props, enabling the creation of high-quality footage with minimal customization.

Technology offers a new option for video production

For client companies actively pursuing SDGs, utilizing PX services offers value beyond cost benefits. We are developing a system to calculate and visualize greenhouse gas reduction figures between traditional workflows and PX service production. We plan to provide this as an objective numerical data table in the future.

While virtual production enhances flexibility and convenience in video production, it's true that certain atmospheres can only be fully captured through real location shoots. Furthermore, attempting to cover all video production with in-camera VFX can sometimes be mismatched depending on the project concept, potentially leading to increased time and cost. As one option in video production, it requires case-by-case consideration.

As this is a new filming technique just beginning to be used on set, challenges include increasing the number of studios with permanently installed large LED displays, expanding the staff skilled in virtual production, and enriching CG background assets.

Moving forward, the entire video industry will collaborate to advance studio infrastructure development and talent cultivation. We will continue striving to establish this as a future standard—a "new option for video production enabled by technology."

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