Virtual Production without the blockbuster budget

Large-scale LED volumes have become a familiar sight on blockbuster productions, allowing actors to perform against photoreal CGI environments in camera. While the results are impressive, the cost and logistics of virtual production has meant they’re often reserved for feature films and high-budget advertising campaigns.

But what about everything else?

The majority of commercial content is fast-turnaround social campaigns, product launches, retail content, digital out-of-home (DOOH), and always-on marketing that still deserves cinematic quality without a blockbuster budget.

At Curious, we’ve developed an affordable virtual production workflow designed specifically for those projects.

Using an Ncam studio system combined with live keying technology, we capture camera-tracked live action against green screen while compositing the final environment in real time. Directors, agencies and clients can view the finished shot during production, seeing performers placed naturally into CGI or AI-generated worlds as they’re filmed.

Unlike traditional LED volume productions, the environment doesn’t need to be final before cameras roll. We can work with early-stage CGI, Unreal scenes or AI-generated environments during the shoot, giving creative teams the flexibility to refine lighting, backgrounds, extensions and visual effects after production without compromising camera tracking or performance.

This approach delivers many of the creative benefits of virtual production while remaining practical for commercial budgets.

Whether it’s creating impossible locations without travelling, placing products into bespoke digital environments, producing engaging DOOH campaigns, or building social-first content that stands out, our workflow gives brands and agencies greater creative freedom with faster turnaround times.

Because the system is portable, we’re not tied to a single permanent LED studio. We can bring our virtual production workflow into studios across the UK, combining location flexibility with the precision of camera tracking and real-time compositing.

Why use virtual production?

Virtual production isn’t just about replacing backgrounds. It helps creative teams:

– Create multiple environments from a single shoot day

– Produce location quality content without travel

– Reduce weather, scheduling and location risks

– Combine live action with CGI and AI generated environments

– Review shots in context during filming

As AI, CGI and real-time production continue to evolve, virtual production is becoming an increasingly practical solution for brands looking to produce more content, more efficiently, without sacrificing creative ambition.

At Curious, we’re focused on making virtual production accessible to commercial projects of every size, combining artist-led creativity with production technology to deliver high-quality content that moves seamlessly across every channel.

FAQs

What is virtual production?

Virtual production is a filmmaking technique that combines live action filming with digital environments in real time. Instead of relying solely on physical locations or building elaborate sets, filmmakers can place actors, products or vehicles into CGI or AI-generated worlds using camera tracking, green screen or LED volume technology.

Can virtual production be used for social media?

Absolutely. While virtual production is often associated with blockbuster films, it’s increasingly being used to create high quality social media content, paid social campaigns, product launches and digital advertising. At Curious, we’ve adapted virtual production techniques specifically for commercial content, allowing brands to create engaging social films without the cost of a traditional LED volume.