Shutterstock Studios displays the latest virtual reality capabilities

Shutterstock Studios recently highlighted its virtual production capabilities in a live demonstration at Pier59 Studios in New York. The event, dubbed the “Immersive Showcase,” focused on how extended reality (XR) technology, along with tools like neural radiance fields (NeRF) and 3D Gaussian splats (GSplats), can create lifelike virtual environments. This technology allows for the creation of complex 3D environments from simple photographs or videos.

Virtual production offers a practical and sustainable alternative to traditional filming methods, which often involve high costs, logistical challenges, and environmental concerns. With virtual production, brands can recreate realistic settings ranging from dense forests to bustling cityscapes without the need for physical travel or elaborate set construction.

Aiden Darné, vice president and global head of production at Shutterstock Studios, told The Drum that the company is committed to meeting the increasing demand for virtual production solutions. He emphasized that Shutterstock is dedicated to helping brands achieve their sustainability targets by producing more content with a smaller environmental footprint.

The move toward virtual production aligns with Shutterstock’s 2021 acquisition of 3D marketplace TurboSquid. This acquisition brought 25 years of 3D expertise to Shutterstock, enhancing its ability to offer a diverse range of services, including the creation of engaging video games.

Drew Weigel, senior director of 3D and Immersive at Shutterstock Studios, highlighted the flexibility and scalability of virtual production, noting that it makes high-quality content creation more accessible. He also pointed out that virtual production is inherently more environmentally friendly than traditional production methods.

One of the primary advantages of virtual production is its streamlined approach. Virtual production eliminates the need for extensive post-production work, as adjustments can be made in real-time. It also offers brands greater control over their content. They can easily modify virtual environments to meet specific requirements, reducing the risks and limitations often associated with on-location shoots.

Shutterstock Studios is also taking a unique approach to game development. Unlike brands that treat games as simple marketing add-ons, Shutterstock is dedicated to crafting high-quality games that resonate with players. This commitment is evident in the company’s portfolio, which includes games developed for some of the world’s most recognizable brands.

Looking to the future, Shutterstock is investing heavily in AI-powered workflows and collaborating with industry leaders like Nvidia and OpenAI to further enhance its virtual production capabilities. These advancements will allow marketing teams to generate 3D virtual environments from drone footage. This footage can then be processed by AI and rendered in Unreal Engine, a gaming engine developed by Epic Games, to create realistic 3D graphics in real-time.

Shutterstock’s extensive network of content creators and production partners, spanning over 150 locations globally, allows the company to optimize budgets and reduce travel and logistical expenses. Importantly, Shutterstock emphasizes that these technological advancements are not intended to replace human creativity. Instead, they are designed to provide creators with more powerful and efficient tools.

Weigel summed up the company’s philosophy, stating, “Importantly, these tools don’t replace the artists who are doing the work – they fill the content gap created because we’re always under time and budget constraints. It’s a methodology to capture content at speed and at scale. It’s just another piece of the puzzle in this ever-evolving Rubik’s Cube of virtual production.”