Is Virtual Production the Right Solution for You?

Hospitals are complicated enough without introducing a film crew into the mix. What if you could recreate your hospital location virtually?

// By Jane Weber Brubaker //

By now, we’re all used to having a virtual background for our Zoom calls, making us look like we’re on the beach in Bali or sitting in our corner office, framed by a spectacular view of the Manhattan skyline.

Anthony Tardi, head of marketing at Samsung Healthcare USA

What if you could build a virtual set for your next TV spot? You wouldn’t have to clear everyone out of your clinic so you could shoot after hours. Virtual production would also come in handy if your ideal location is a hospital ward — they’re open 24/7 — or an operating room, complete with patients, whose privacy must always be protected

Door G, a full-service creative production studio in East Providence, Rhode Island, solves some of these challenges. Samsung Healthcare USA used Door G’s virtual production services for the first time to introduce its AI-powered ultrasound system, Samsung Z20. This process made it possible to shoot four commercials in one day using multiple locations, all created virtually.

Anthony Tardi, head of marketing at Samsung Healthcare USA, commented by email on the benefits of this type of production. “It is typically impractical to film realistic medical environments and patient scenarios with a film crew, lights, and other gear during regular hours,” he says. “Often this must be done at night, on holidays when closed, or on the weekends to avoid impacting clinical workflow, patient throughput, and even HIPAA compliance.”

Read on to learn how the magic is done.

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