From The Mandalorian's rugged alien landscapes to Dune's sweeping deserts, virtual production studios with light-emitting diode (LED) walls or "volumes" are overtaking film production. This technology is much more than the hype, and it's not just for cinema. LED volumes significantly expand marketing directors' creative potential and production possibilities when developing commercial, corporate, and brand films.
Virtual production technology prioritizes narrative intent and creative discipline over mere spectacle, letting you strategically build upon your brand story and message. Plus, you can raise audience immersion, simplify multi-location productions, and eliminate the risks of green screens and outdoor productions.
Read on to learn how LED volumes work and how you can use one to strategically support your brand film campaign.
LED volumes are large, curved stage walls with multiple screens that create digital, photorealistic backdrops. They use a complex ecosystem of screens, tracking systems, and engines to provide real-time environment rendering. The backgrounds move with your camera to give your film depth of field and an immediate level of realism previously unattainable in a studio space — especially when you use the full potential of in-camera visual effects (ICVFX).
Virtual studios with LED volumes give audiences more to look at than a flat static image. These engaging visuals can immediately hook viewers' attention and retain it throughout your film, whether you recreate a realistic background or use minimalist shapes for an abstract, eye-catching backdrop.
Using LED volumes for brand, corporate, and commercial films supports your brand recognition and memorability. For instance, you could reuse the same minimalist background for any films featuring your brand representatives. This way, audiences can pick up exactly where your last message left off, driving recall and engagement with quick visuals rather than wasting runtime.
LED volumes essentially replace traditional green screens, but with several advantages. Green and blue screens, along with other chroma keying techniques, let editors and visual effects (VFX) designers easily remove backgrounds. This allows them to layer multiple pieces of footage, whether they're creating a digital background or making certain characters and props appear smaller than they really are, such as in the Hobbit movies.
Key differences between green screens and LED volumes include:
Virtual production LED walls are constructed using dozens, hundreds, or even thousands of LED screen panels — and, like TVs and phones, these screens emit a lot of light. LED volumes provide organic light that practically mimics natural daylight. Plus, integrated lighting equipment lets you perfectly match the in-camera VFX, even if the lighting or colors change mid-shot.
Actors, products, and other subjects receive prominent fill and back lighting that match their digital backgrounds. These authentic glows and reflections make them look like they're actually in your digital landscape.
An LED volume is better for reflections, especially on glass or metal products, because it eliminates the risks of flat studio lighting, giving your film a professional look that holds viewers' immersion and engagement. Additionally, this organic light lets you give your film a naturally-lit appearance without the common concerns of filming outdoors, such as permits, weather, and inconsistent lighting.
LED volume stage filmmaking uses real-time camera tracking, allowing your digital background to respond to your camera lens's movement to maintain a perfect 3D perspective. This parallax raises realism and depth of field, even when your camera is zooming in or panning to the side.
This real-time responsiveness means that you typically can't put pre-rendered or recorded footage on the LED volume. Instead, most LED volumes use Unreal Engine for films and photorealistic computer-generated imagery (CGI). This technology was originally developed for video games but effectively supports real-time rendering in film, letting you creatively capture each moment from different angles and perspectives.
Using any type of VFX or digital backgrounds risks breaking the audience's immersion if you don't handle them well, as viewers may quickly notice that your actors aren't actually where they appear to be. Beyond LED volumes' technical advantages, volume stages also improve how actors, directors, and others on set interact with the digital environment.
The "void" of traditional green screen and VFX stages risks a disconnect between talent and your film's setting. Actors may not give as strong performances if they don't see the environments and actions they're reacting to. Beyond that, it can be more challenging for those behind the camera to envision the final image.
LED volumes improve actor performance by surrounding them with screens that show them the environment rather than a green screen. When everyone can see exactly how the final picture will look, cohesion improves for talent and audiences alike. Real-time rendering and ICVFX also support efficiency by enabling faster adjustments, which helps actors stay in character between takes.
Virtual production with LED walls offers several key advantages over traditional film production practices, including:
Many brands now use virtual products and LED walls in their corporate and commercial films to enhance efficiency and creative potential. A professional film production agency with access to LED volumes can help you identify the best options for your unique production.
For instance, if you can film everything at your business's location and only need a couple of outdoor establishing shots, you can likely get everything done without a virtual stage. However, if you need several locations and multiple outdoor scenes, using an LED volume may be more practical.
Benefits of using virtual stages for branded films instead of scouting locations include:
Spectacle for spectacle's sake may look cool, but it can ultimately distract from your story, message, and broader brand goals. So, you shouldn't use LED volume stages and in-camera VFX only for visual appeal. Instead, consider how the resources of a modern production company can support tech-enabled storytelling and your creative direction. For example, you could use a digital background to show a garden rapidly growing with life, creating in-camera visuals you couldn't capture any other way.
Keep in mind that high-end craftsmanship is still necessary to make these virtual environments look "real." You may be able to cut down time during post-production, but you may need to prepare extra time during pre-production for VFX and test footage. This process allows you to see and refine the effects before production to ensure everything aligns with your brand goals and creative vision.
LED volume stages and studios are a rather large investment, especially since the technology is still new. Variables contributing to virtual production costs include:
This high barrier to entry means you'll need to work with a professional production studio with LED volume technology rather than investing in the equipment yourself.
Disadvantages of LED volume stages include:
LED volumes and virtual production services empower marketing directors to achieve national-level polish and quality all under one building. The technology can serve your story and message, creating a lasting, professional brand impact on target audiences.
Ready to learn how Forge Virtual Studios can elevate your brand storytelling? Check out our film marketing guide, and let's get in touch to discuss your next film project.