In a rapidly evolving business environment, where hybrid work, decentralized teams and global operations are the norm, corporations are seeking new ways to create meaningful, efficient and measurable communication. Enter virtual production, a technology once confined to big-budget film studios, now quietly transforming how companies tell their stories both inside and outside the organization.
While virtual production has gained momentum across sectors like education and broadcast, its most strategic deployment is taking place inside corporations. Internal communications and marketing teams are increasingly turning to virtual production not just for its cinematic polish, but because it solves three of their most pressing challenges: speed, scale and measurable impact.
From broadcast to boardroom
At its core, virtual production merges realtime 3D rendering, high-performance LED display technology, camera tracking and artificial intelligence to create immersive, photorealistic environments that respond dynamically to on-set activity. Originally developed for the entertainment industry, these capabilities are now being leveraged by corporations to produce professional-grade video content quickly, cost-effectively and with unprecedented consistency.
The rise of frequent, video-driven communication is a major driver of this adoption. What was once a quarterly broadcast from the CEO is now a weekly stream: global town halls, product launches, executive updates, employee recognition events and customer announcements are being produced more often, with higher expectations for quality and engagement.
According to a recent Altman Solon survey, 40 percent of media and enterprise executives report using virtual production tools today — and over half expect to adopt them within the next 18 to 24 months. The corporate embrace of virtual production is no longer experimental. It’s foundational.
Internal comms and marketing demand measurable outcomes
For internal communications teams, success is no longer just about getting a message out — it’s about making sure it lands. Leaders expect to see increased employee engagement, higher viewership, reduced turnaround time and consistent messaging across offices, countries and continents.
Virtual production makes these outcomes easier to achieve. The ability to shoot live or recorded content with multiple backdrops, camera angles and integrated graphics — without changing physical locations — means organizations can create compelling, regionally-relevant versions of the same core message in a single session. With consistency and customization built into the same workflow, messaging becomes both scalable and hyper-targeted.
Marketing teams, meanwhile, are under increasing pressure to do more with less: more content, in more formats, for more platforms, with tighter timelines and greater ROI. Virtual production is helping these teams meet the demand by turning a single shoot into a multi-asset campaign.
Imagine this: one session on an LED volume yields a long-form internal leadership video, a short-form LinkedIn teaser, a vertical-format Instagram story, and a :15 ad cut for digital pre-roll. Add a few simple tweaks to the environment and wardrobe, and you’ve got content variations for APAC, EMEA and North America — all in the can before lunch. That’s modern marketing efficiency.
Immersive tech, real impact
At the heart of virtual production is a suite of converging technologies. High-performance LED volumes — wall, ceiling, or even floor — serve as interactive, realtime backdrops. These displays offer cinematic-grade fidelity, including HDR, ultra-high refresh rates, low latency and vivid color performance that allows real people to interact naturally with digital environments.
Whether it’s an immersive digital conference room for a leadership message, a virtual newsroom for quarterly earnings, or a branded environment for product training, virtual production allows companies to replicate — and enhance — traditional communication environments at will. There’s no need to fly executives across the country, rent a studio or wait weeks for a green-screen composite. The entire shoot can happen in a controlled in-house or partner studio environment, with final output available the same day.
Less post, more production
One of the key benefits of virtual production is the way it reduces reliance on time-consuming post production. Backgrounds, effects, and interactive visuals that used to be added in editing can now be rendered live on LED walls during filming. AI-generated scenic backdrops, 3D product renders, and motion graphics can all be built into the shoot — saving days or even weeks in the content pipeline.
This model empowers marketing teams to respond faster to business needs. Need to pivot your messaging for a late-breaking industry trend? Book the studio, tweak the scene and shoot a new version that afternoon.
It also means creative output is no longer limited by budget or bandwidth. Instead of outsourcing every asset to an agency, companies are empowering internal teams to take the lead — reducing production costs while increasing speed and output.
Creative agility: Empowering in-house teams and reducing agency dependence
Traditionally, enterprise video production has leaned heavily on external agencies — a model that can drive up costs, introduce delays and limit the speed at which content can evolve. In today’s fast-moving, always-on communication landscape, that model is showing its age. Virtual production flips the equation.
By building or gaining access to a dedicated virtual production studio, companies give their internal creative teams the tools to operate with far greater autonomy. No more waiting for agency briefs, coordinating third-party schedules, or working around long post production cycles. Instead, teams can shoot, revise and finalize high-quality video content in-house, on their own timelines — with creative control from start to finish.
This agility allows for rapid iteration. Want to re-stage a product reveal in a sleek virtual showroom? Update a CEO message with a new data visualization? Create multiple branded environments for different audience segments — all from the same LED volume? It’s not only possible, but also practical. And it can all happen without location scouting, physical set construction, or days of setup and teardown.
Crucially, virtual production enables realtime responsiveness to shifting business priorities. Whether the C-suite needs a message recorded before the next market open, a campaign must pivot to align with a breaking trend or an internal announcement requires a new visual narrative, virtual production allows teams to respond within hours, not weeks. That level of agility is no longer a luxury. It’s a competitive necessity.
For marketing and internal comms teams, this means less dependence on outside vendors — and more capacity to deliver fast, on-brand content across platforms. It’s a shift that unlocks experimentation, encourages storytelling and allows enterprise creative teams to work with the speed and quality of an agency — without the overhead.
The result: greater content output, shorter production cycles and a more agile, responsive organization ready to meet the demands of modern communication.
A sustainable, scalable model
In addition to its creative and operational advantages, virtual production supports broader sustainability and DEI goals. Instead of flying crews and executives across multiple locations, shoots can be centralized in one virtual studio — reducing emissions, logistics and fatigue. Sets can be changed virtually with a few clicks, saving resources and extending the life of creative assets.
This model also democratizes access to talent. Remote contributors can participate via live feeds, while virtual environments can be customized to reflect cultural, geographic, or brand-specific needs — without building new sets for each version. In today’s global workplace, consistency and flexibility are not trade-offs — they’re dual imperatives. Virtual production helps deliver both.
Displaying excellence
As with any technology-driven solution, quality matters. High-end LED display systems — such as LG’s chip-on-board Magnit series — deliver industry-leading performance with superior brightness, refresh rate, contrast and color accuracy. This ensures fluid movement and lifelike depth on-camera, while minimizing visual artifacts, like moiré and reflection.
But even entry-level surface-mounted LED walls can deliver excellent results when used with thoughtful lighting and high-quality content planning. The key is aligning your visual storytelling ambitions with the right production environment — and choosing display technology that can scale with your strategy.
The next chapter in enterprise storytelling
As virtual production continues to evolve, it’s reshaping not only how enterprises produce content, but why. What was once viewed as a technical workflow is now a strategic asset — one that aligns directly with leadership’s expectations for speed, scale, creativity and impact.
The enterprise studio is no longer just a video room. It’s a place where brand narratives are shaped, internal culture is reinforced, and global messages come to life with consistency and clarity.
Whether you're in internal communications, marketing, HR or executive leadership, virtual production offers a toolkit for the modern age — where storytelling is visual, constant and mission-critical.
The corporate studio revolution is here. And in today’s hyper-connected world, if you can visualize it, you can produce it — faster, better and smarter than ever before.
Tom Bingham is the Director, Vertical Markets for LG Electronics USA (www.lg.com).