It all started with a question: How might we change people’s perception of virtual production as an unattainable “Hollywood-only” technology and transform it into an accessible, scalable tool for Welsh creatives?
At Creadigol Design, we’ve been exploring this challenge through our Media Cymru-funded research project, and the journey has been nothing short of illuminating.
Small Space, Big Ideas
When we first set up our 3x3m test studio in October 2024, many questioned whether meaningful virtual production could happen in such a constrained space. That was precisely the point. By demonstrating that effective VP could begin with modest setups, we wanted to show that the technology could scale alongside a business’s growth, rather than requiring massive upfront investment.
The results were clear: virtual production doesn’t need to be an all-or-nothing proposition. As we discovered, it’s like building a house room by room, rather than trying to construct the entire building at once.
Industry Insights
Throughout this project, we’ve been fortunate to connect with industry leaders who have generously shared their expertise. From Michael Geissler (Mo-Sys Engineering) to James Hakesley (CUBE Studio), these conversations revealed a consistent theme: the barrier isn’t just the technology itself, but the perception of its complexity and cost.
A particularly insightful question came from Ben Tilbrook at Mo-sys: “Is cost-effective how cheap you can make the setup cost, or is it how much you save on the production?” This perspective shift helps reframe the value proposition of VP from initial investment to long-term production savings.
What’s Next?
As we move forward, we’re excited to expand upon this research through our new Development Fund application. We’re currently on the lookout for a larger space to create the first independent virtual production studio in North Wales. This expanded facility will allow us to better serve the growing needs of local productions while continuing our mission of making VP technology more accessible.
Additionally, we have some secret projects in the works that we can’t wait to reveal in the coming months. These initiatives will further demonstrate the practical applications of accessible virtual production for Welsh creatives.
Our goal remains clear: to establish virtual production as a practical, scalable tool that enables Welsh creative businesses to tell their stories in innovative ways, regardless of budget constraints.
Stay tuned as we continue this journey. The future of production in Wales is looking increasingly virtual, and increasingly accessible.
This project was supported by Media Cymru, investing in research and development to deliver transformative economic and social impacts in Wales’s media sector.
