This week on The MCA Prodcast Pat Murphy talks to Melania Kulczycka, Client Director at VuFinder Studios. Melania has supported the execution of projects using virtual production technology for brands such as Beko, Bosch, Veet, Calgon, and many others. Vufinder is a virtual production studio that utilises LED screens, Unreal Engine, tracking systems, 3D environments and more.

Melania explains how her fascination with technology took her to a career in virtual production via aerospace, even working for the UK’s Ministry of Defence. She explains how virtual reality was used for the first time to train soldiers for scenarios on the battlefield. From there Melania went into business with her father to launch VuFinder Studios.

How does virtual production differ from older technologies such as green screen or back projection, and what benefits can it offer? Melania describes the enormous LED screen that her studio uses and how this provides a better end result, with a more natural performance from talent and less editing complexities such as the need to key out green-spill.

Melania explains that VP offers clients ‘absolute freedom of creativity’ because you are not limited by, for example, the laws of physics. You don’t need to obtain permissions to film as you would on location and there are no variables that can’t be planned for. ‘You are limited only by your imagination’.

Melania also talks us through the areas in which AI can help in her role; from demonstrating an idea to a client before a record, to scanning real humans into Unreal Engine so their likeness can be used – even multiplying them so one person could appear many times in the same ad!

Watch Melania’s favourite ad: Sony Bravia – Bouncing Balls

Hosted by Pat Murphy 

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