How a virtual production ad shoot works

The Mach Way brings four stages into one production plan: Environment, Previs, Live Comp and Final. Start with the script and the shots that carry the idea. Decide what belongs in front of the camera, what needs a virtual environment and how those pieces should work together before the crew reaches the set.

Environment establishes the world around the action. Review its scale, lighting and the space that the camera will see. A convincing background also needs a practical plan for the foreground: performers, props, contact points and the lighting that connects them to the scene.

Previs rehearses the shot before filming. Use previs to discuss framing, camera movement and the relationship between the real set and the digital environment. This gives the director, DOP and production team a common reference for the decisions that need to be made before shoot day.

Live Comp combines the camera image with the virtual scene during filming. The crew and client can review the result on set and discuss the shot while the equipment and performers are still in place. Final takes the approved material through the finishing work agreed for the project. Delivery dates and revision scope belong in that agreement.

Plan the format around the brief

A TVC, digital ad, product film and corporate film can have different production requirements. Discuss the format, audience and intended channels before deciding how to shoot. A close product demonstration needs different coverage from a performance, and a vertical social edit may need framing that differs from a landscape campaign film.

Share a script or a deck, visual references and the product details that must be accurate. Include the required durations, aspect ratios and approval stages. Those details help the team assess the camera setup, environment work and finishing needs without treating every brief as the same package.

Real cameras, virtual worlds and AI

Portable virtual production brings cameras, tracking, chroma and real-time rendering to the shoot. The practical location still needs enough space, power and access for the agreed setup. Review those requirements with the team before locking the location, along with the movement and lighting each shot needs.

Some ideas need a live performance; others suit generated footage or a combination of approaches. Explore our AI-generated ad films to discuss that option. If the process is new to you, read what is virtual production for an introduction.

See the studio in practice

Our Sony studio story gives a closer look at taking the setup beyond its usual space. Use it as a starting point for a conversation about your own location and brief. Project-specific savings, crew requirements and delivery schedules should be checked against the actual production plan.