New Mixed Augmented Reality Studio is ‘tech canvas’ for ad creatives - The EE

New Mixed Augmented Reality Studio is ‘tech canvas’ for ad creatives

MARS Studios, a purpose-built Mixed Augmented Reality Studio (MARS), opens its doors to the global creative industries this month.

On MARS, virtual 3D environments are mapped onto an LED stage, enabling performers, actors, presenters and products to be blended into a photo-real or imaginary virtual environment in real time.

According to its creators, MARS offers advertisers, brands, production companies and creative agencies access to “the highest quality, state-of-the-art Extended Reality (xR), Mixed Reality (MR), Augmented Reality (AR) and Virtual Production studio facilities”. A unique fusion of film, video games and cutting-edge technologies, MARS provides a ‘technology canvas’ for the creatives of tomorrow.

Created by media technologists and visual pioneers Bild Studios, MARS combines video game engines, camera-tracking technology, media servers and LED screens to create a versatile and immersive performance stage and studio.

The benefits of the natural lighting provided by the LED and the director’s ability to update any scene in real time also help to give performers a visual reference to easily orient themselves, in contrast to a traditional green screen where visual elements are added in post-production.

Bild Studios co-founder David Bajt explains, “Over the last two decades, the Bild team has collectively worked on live experiences and high-end productions for some of the world’s leading artists and brands, including Beyoncé, Lady Gaga, Cirque du Soleil, Dubai Expo 2020, Ralph Lauren, Ferrari, Volvo, Samsung, BMW, Ed Sheeran, Nokia, Red Hot Chilli Peppers and many more.

Since then we have been working hard behind the scenes to develop the world’s leading xR production technologies, working with globally renowned musicians, entertainers and presenters to break beyond the physical dimensions of the traditional film location, event venue or broadcast studio.”

“Furthermore, the technology on MARS is ideally suited to the COVID-19 era. Visual content can be produced without the need to travel to different locations while maintaining social distancing, not to mention the environmental benefits of dramatically reducing the power consumption associated with large-scale onsite productions.”

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