“Reckitt has revealed a pioneering drive to move the majority of its marketing production projects to virtual production. The multinational consumer goods company behind hygiene, health and nutrition brands like Dettol, Durex, Enfamil and Finish, has made the decision after a successful pilot in France.
For those unfamiliar with the term, virtual production is an emerging technology that puts live actors against CG backgrounds, using a vast LED background known as a ‘volume’. It allows filmmakers to transport the cast to new locations – or even planets – at the click of a button, without the need for elaborate costly set builds or travel to multiple locations. It hit the headlines when Disney used the technology for its flagship Star Wars streaming series The Mandalorian. While the advertising and marketing sector has been, on the whole, slow to fully embrace virtual production, Reckitt’s move represents a major step forward in the industry.
From a corporate perspective virtual production allows Reckitt to meet several major marketing challenges in one swoop – the need for more assets, the need for greater creativity and the need to lower budgets.
“For me this is a pivotal moment,” said vice president for marketing operations and capabilities Becky Verano. “Our objective now is to get to a global scale and to produce more than 80% of our production volume in this way in the future.” Click to read more