Deal agreed to embed virtual production in advertising sector
Leeds-based strategic content agency, Powerhouse, has forged a partnership which will give it “unprecedented” access to Production Park’s LED virtual production studios and technicians.
The deal will see the XPLOR team at the Wakefield-based Production Park studios working with Powerhouse to maximise how virtual production technology can be used in new and creative ways by the advertising and marketing industry.
Phil Adlam, head of XPLOR at Production Park, said “The deal with Powerhouse is our first big partnership with an ad agency, and an exciting departure for us.
“We have some of the best virtual production (VP) and Unreal Engine technicians in the world, so we can’t wait to see what the brilliant creative talent at Powerhouse can achieve, empowered by our technology and team.”
Neil Adams, CEO of Powerhouse, added: “This partnership represents a significant leap for Powerhouse.
“It bolsters our capacity and reach but also aligns seamlessly with our broader vision of pioneering sustainable, technologically advanced content solutions. We are excited about the endless possibilities this collaboration holds for us and our clients.”
James Pierechod, head of creative at Powerhouse, added: “The deal with Production Park is a gamechanger, it gives us the space and time to really expand on how virtual production will transform how we capture content in the future.
“VP is still relatively new in the marketing sector, so we’re looking at entirely new creative use cases to make content capture faster, more effective, and more efficient.
“There are substantial environmental benefits to be made when shoots take place in a studio in West Yorkshire, not in multiple locations around the world.”
The collaboration follows Powerhouse’s recent confirmation that it has joined the Ad Net Zero steering group, signalling its commitment to reducing carbon emissions across the advertising industry.
Students from both Production Park’s Academy of Live Technology and Powerhouse’s training academy will also benefit from the alliance, giving them access to advanced virtual production technology and creative production techniques which will prepare them for the dynamic world of content creation.
Production Park’s high spec studio spaces are used by touring artists to build and rehearse their arena shows.
The addition of Virtual Production facilities is a further development of the studios’ offering.
The XPLOR team has already worked with Red Bull Racing to make Formula 1’s first entirely virtual produced launch film.
