At Starting Pixel Live 24, Stephen Maddox, a filmmaker with IMAG, shared a comprehensive look at the evolution of pop-up virtual production solutions (VP) which are revolutionising the film industry. Emphasising adaptability, Maddox discussed how his team has successfully used VP across various genres, including film, TV, and commercial projects. Collaborating with Treehouse Digital on some of those projects, Maddox showcased how custom setups enable immersive environments, even within tight spaces and limited budgets.
From LED “Car Washes” to Virtual Restaurant Windows
One highlight was the unique set design for All the Old Knives, where LED screens simulated a Southern California coastline from a London studio. Using “floor-to-ceiling wrap-around LED walls,” the team recreated sunlight and night scenes, offering dynamic reflections and lighting effects to match the mood changes throughout the film. This adaptable approach allowed for extended scenes in a controlled environment, ensuring consistency while avoiding the logistical challenges of location shoots, especially at golden hour.
Another striking example was the “car wash” setup for the Apple series Criminal Record. This environment simulated in-car scenes with a full LED wrap and ceiling, which provided the actors with realistic backdrops and lighting reflections. Maddox explained that IMAG’s flexible car setups have spanned multiple projects, including Sandman and The Last Bus, which used a double-decker bus wrapped in LEDs. This approach proved ideal for keeping the shooting environment adaptable and cost-effective for both large-scale productions and independent films.
Virtual Production: A Swiss Army Knife for Filmmakers
Maddox and his team are among those pioneering pop-up LED volumes, designed to go wherever the production needs. Rather than investing in fixed virtual stages, this model allows IMAG to custom-build setups tailored to each production’s unique requirements, thus minimizing waste and maximising utility. Maddox likened virtual production as a whole to a “Swiss army knife,” where each version of VP—from green screen to mo-cap, to LED walls—offers a specific solution that can adapt to a variety of filming conditions. This versatility, Maddox noted, makes LED technology one of many invaluable options of virtual production as it can serve as both a light source and a digital background.
One of the most intricate setups Maddox described was for the Three-Body Problem, a series featuring dynamic lighting environments. Working closely with the cinematography team, IMAG used an LED “J design” to project digital landscapes that reacted to the on-set lighting, creating an immersive experience.
Blending Virtual and Practical Effects
Maddox stressed the importance of blurring the lines between VP and practical effects, advocating for close collaboration among VFX teams, directors, and cinematographers. “It’s not a silver bullet,” he explained, emphasising that VP’s success lies in its integration with other production tools. He shared insights from IMAG’s work on This is Christmas, where the team balanced train plates shot from real trains with Unreal Engine-generated landscapes, using LED screens to simulate different time periods within the train’s confined space.
Future Pop-up and Accessibility for Indie Productions
When asked about VP’s accessibility for independent productions, Maddox acknowledged that while costs can remain a barrier, the adaptability of portable LED volumes makes them increasingly viable for indie filmmakers. By planning well and blocking out VP shoots over several days, smaller productions can make the most of this technology. For Maddox, the mission is clear: to bring affordable, flexible VP solutions to independent filmmakers, opening up creative possibilities without the need for massive studio investments.
Conclusion: Virtual Production as a Tool, Not a Magic Wand
Maddox’s talk at Starting Pixel Live 24 underscored the evolution of VP on LED into an adaptable, highly effective tool that’s rewriting the rules for filmmaking. With custom setups, pop-up LED volumes, and a focus on collaboration, IMAG are setting the stage for a future where VP is both accessible and effective, bringing creative visions to life on any scale.
Stephen can be found here: www.linkedin.com/in/stephen-maddox-84256831
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