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SXSW 2022

The Future of Sustainable Production

After the launch of Ad-Net zero, the race to zero emissions across the advertising and brand marketing industry has begun, but how can we implement more sustainable production practices and lean on new technologies to lower our carbon emissions?

Commercials and film shoots often involve multiple locations, large-scale sets, a host of travel and are synonymous with the world's growing carbon footprint. Gregory Roekens, Head of Innovation at leading Visual Effects studio Moving Picture Company discusses the growing use of Virtual Production technology and the latest in VFX advancements that can limit the use of travel altogether and reduce greenhouse gas emissions emitted by large-scale productions.

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  1. A deep dive into virtual production and what it means for film and commercial shoots
  2. Advancements in VFX that can reduce the need for live-action shoots
  3. How new technologies can be applied to brand commercial production to promote sustainable working practices


  • Gregory Roekens, Chief Innovation Officer, MPC


Amelia Saunders, Global Brand Manager, MPC

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2 Media Industry
  • Level: Beginner
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