Issue link: https://digital.copcomm.com/i/1516067
www.postmagazine.com 22 POST JAN/FEB 2024 SOCIAL MEDIA VIRTUAL PRODUCTION BY DAN BROOKS HEAD OF MARKETING & PR MARK ROBERTS MOTION CONTROL WWW.MRMOCO.COM irtual production is a rapid- ly-evolving field, and motion con- trol plays an important supporting role in its development. We are excited about the future of these technologies and the new creative possibilities they represent for filmmakers. Across many productions worldwide, we are seeing a growing number of MRMC's motion-control cam- era robots being used in combination with virtual production by some of the biggest names in the industry. The increasing use of camera robotics in virtual production enables improved accuracy and more stable camera position data, which means better, more stable backgrounds, which in turn allows for the use of multiple passes for improved lighting and additional e©ects. Pre-programmed moves straight from previs also create better background rendering by allowing for pre-rendering time, which streamlines the production workflow. MRMC rigs automatically take the data from the Bolt, Milo, Titan or any MRMC rig, converting it to Unreal's coordinate space via the Unreal Engine LiveLink plug-in. This minimizes any po- tential rendering lag, essentially tethering the virtual camera in Unreal to the Bolt robotic camera. The LiveLink plug-in can also be used for previs. MRMC's Flair mo- tion-control software can be connected directly to Unreal and used to generate realtime feedback for camera moves before a set has even been built. Hand in hand with the rise of virtual production is the increasing number of LED volumes in the UK and beyond, THE ROLE OF CAMERA ROBOTICS BY JONAH GABRIEL FOUNDER & CREATIVE DIRECTOR REAL GOOD WWW.REALGOOD.TV ocial media has become a dom- inant force in brand advertising, capturing a larger portion of marketing budgets each year. As this shift continues, brands are beginning to realize that the social media portion of their campaigns can't simply be treated as a secondary extension of their traditional media cam- paigns. To be e©ective on social, brands can't just repackage their larger cam- paigns — they must reimagine them. Cutting down a television commercial for an Instagram post fails to recognize the specific sensibilities of the platform. Not only is the audience di©erent on social media, but by porting over content that was made for traditional media, you're also porting over the constraints that come with it. What works on social varies from platform to platform and changes very quickly. So, creating entertaining and therefore e©ective social content re- quires an insider's understanding of the platforms and the people who use them. At Real Good, we believe content should be a welcome addition to your feed rather than an interruption of it. Here are a few things to keep in mind when it comes to making great branded content for social media platforms. Make content that you want to see Our creative team grew up making and consuming viral content. So, as we begin developing creative for each new cam- paign, we do so with the goal of making something that would entertain us. From this foundation of genuine enjoyment, we integrate the brand into the work in a way that feels natural and unforced. This approach results in content that feels more like entertainment than an ad. Work that might feel risky is actually quite safe on social. The content that makes people laugh on social is strange, silly, quick, irreverent and new. Content creators are trying a lot of di©erent things all the time and seeing what sticks. Don't be afraid to do the same thing as you try to find your brand's voice on social. Don't try to outsmart or 'outcool' your audience. By virtue of being a brand on social media, you're already being viewed as an interloper trying to keep up with the kids by mimicking their vernacular. E©ective brands on social media endear themselves to the audience by being self- aware and acknowledging that they're not automatically invited to the party. Some creators and brands we think are using social perfectly are Nutter Butter's incredibly strange Instagram, Doja Cat and Taco Bell's collaboration on Tik Tok, the Barbie Selfie Generator that everyone used that one week, and pretty much everything that MSCHF does. As brand advertising continues to shift more towards social media, the need for content specifically tailored for these platforms is undeniable. Brands aiming to stay relevant should be willing to try new things, pay attention and take risks in order to make content that is unique and unexpected and, therefore, at home on our feeds. BRANDED CONTENT IN 2024 S V OUTLOOK