Sustainable filming studio "FACTORY ANZEN STUDIO" held its inaugural event on January 29th.

Dentsu Inc. Creative Cube opened its sustainable photography studio "FACTORY ANZEN STUDIO" in Kansei-cho, Tsurumi Ward, Yokohama City, and conducted its inaugural TV commercial and graphic shoot on January 29.

Developed under the concept of "Sustainable & Well-being," this studio aims for carbon neutrality in creative production, such as advertising. The studio uses 100% renewable energy* for its electricity, promotes recycling of waste generated during shoots, and targets a 90% recycling rate by 2025.

*Purchases electricity that is effectively 100% renewable energy, achieving zero CO2 emissions associated with electricity usage. Plans to install new solar power generation equipment on the rooftop in summer 2024.
 

RED st. with VP installed

The studio features a dual-sided design with RED st. and BLUE st. RED st. employs the latest "Virtual Production (VP)" technology. This allows backgrounds to be projected as video onto LED panels, enabling real-time video production by combining them with the subject. This significantly reduces the amount of set materials discarded and also cuts CO₂ emissions from travel associated with location shoots.

Movie and graphic shooting on the 29th. Graphic shooting also utilized the studio's signature overhead LED panels (photo below).

The studio also supports the " Carbon Calculator for Movie Production," developed independently by the Dentsu Group. This tool calculates and visualizes CO₂ emissions from creative production. It allows visualization of the CO₂ emitted during shoots conducted in this studio. By accumulating and verifying CO₂ emission data, the studio aims to achieve production with a lower environmental impact.

Sample image from the "Carbon Calculator for Movie Production." When shooting at "FACTORY ANZEN STUDIO," the use of renewable energy means the items ① Power Usage (Space) and ② Power Usage (Equipment) show as 0.

Creative Director Keisuke Okuno (Dentsu Inc.) and Producer Kenta Osawa (Dentsu Creative Cube), who conducted the 29th shoot, stated: "In past shoots, even the most impressive art sets were dismantled and almost entirely discarded immediately after filming. We've long wondered if there was a better way. We expect utilizing VP to significantly improve this." Proper utilization should also lead to cost reductions." "With sustainability now a management issue, reducing environmental impact in advertising production is also valuable for clients," they emphasized its importance.

From left: Okuno and Osawa. "Using VP not only reduces environmental impact, but also allows greater freedom in shooting time-sensitive backgrounds like sunsets without worrying about the clock. As its use expands, I believe it will enable the creation of unprecedented visuals," they added, highlighting its expressive benefits.

Center Director Akira Ogawa (Dentsu Creative Cube) stated, "When building something new, we decided to design a next-generation studio unlike anything before. We brainstormed ideas across the Dentsu Group to achieve both usability and sustainability. We plan to utilize it not only as a shooting studio but also as an R&D hub for researching and experimenting with the latest filming technologies."

Creative Director Shunichi Sato (Dentsu Inc.) spearheaded the design concept. "We aimed for a space where users feel comfortable and at ease. Utilizing everything from old traditions to new technologies, we envisioned a place where everyone—regardless of age or position—can come together to create. We advanced the overall design with the goal of creating a studio dedicated to making things. We want it to be a testing ground where all users collectively raise their awareness of sustainability," said Sato.

From left: Center Director Ogawa, Creative Director Sato

The Gathering lounge, created based on Sato's idea. It features upcycled furniture made from wood and lighting equipment destined for disposal, along with donation-based vending machines. "It's a space for people to freely connect—whether working, relaxing, or exhibiting," (Sato)

The symbolic logo features the shapes of the two studios as its mark, with the F representing both FACTORY and FUTURE. "We proudly display it large on the backs of our studio members' uniforms," (Mr. Sato)

As a next-generation photography studio, it is expected to be utilized not only for advertising production but also as a place where the latest creative work is born.

Book "FACTORY ANZEN STUDIO" here:
https://anzen.cube-factory.jp/