SilverScape, a pioneering creative technology company, have launched its state-of-the-art virtual production services at Versa Studios this month.

The launch highlighted its end-to-end solutions of Virtual Production expertise, experienced creative team, and cutting-edge technology. It featured a cutting-edge 14m x 4m LED wall, which was showcased during a series of exclusive, invitation-only demonstrations and presentations from leading directors and DoPs.

SilverScape’s cutting-edge capabilities represents the latest in virtual production technology and techniques, which enable creative agencies, production companies and TV and filmmakers to create immersive environments without the need for extensive on-location shoots. This approach can not only enhance creative possibilities but also can make shoots much more efficient, significantly reducing the carbon footprint. According to the 2023 AdGreen report*, nearly 72% of carbon emissions in ad production stem from travel and transport. By bringing diverse locations directly to the studio, SilverScape's virtual production capabilities can cut carbon output by more than 70%.

SilverScape will showcase its virtual production service in Studio 12 at Versa Manchester’s complex, featuring a technology stack including an 14m x 4m LED wall, disguise media servers, camera tracking from Mo-Sys, lighting provision from MBS, and processing from Brompton.

SilverScape offers a comprehensive suite of services, including creative development, production capabilities, virtual production facilities, post-production, and final asset delivery. These services are underpinned by analytics designed to assist the advertising, film, and TV industries in their transition to net zero emissions.

The company is led by co-founders Ian Armstrong, Executive Chairman, and Simon Binns, CEO. Ian brings over 25 years of experience with Britvic, Honda and as a global marketing director for Jaguar Land Rover, while Simon is a senior creative industry business leader and innovator, formerly a Director at global agencies BBH and Ogilvy/ WPP.

Joe Manning, Managing Director at MIDAS, Manchester’s Inward Investment Agency said:

 

“Having cutting-edge virtual production capabilities in Manchester demonstrates how our city-region, home to the UK's fastest-growing tech sector, continues to embrace transformative technologies.

“This investment strengthens our position as a powerhouse for digital innovation and will help our creative industries reduce their environmental impact while pushing the boundaries of what's possible in content creation.

“SilverScape is the latest investor to join what is already a thriving creative and digital neighbourhood in Enterprise City, a key part of St John’s. The area is rapidly becoming a leading hub where creative talent and tech innovation meet, offering a dynamic ecosystem that supports collaboration, drives growth, and attracts global talent.”

Councillor Bev Craig, Leader of Manchester City Council, said:

 

“SilverScape's investment in Manchester reinforces our city's position as a leading creative and digital innovation hub.

“The virtual production facility not only creates exciting opportunities for our creative sector but also aligns strongly with our environmental commitments and ambitions for sustainable growth.

“By opening up new pathways into creative careers, SilverScape’s Manchester launch represents a significant step towards ensuring that our talent pipeline has access to high-quality opportunities within the creative industries – empowering them to shape the future of our creative sector.”

“Virtual Production offers tremendous potential for content creators all over the world in a fascinating blend of the physical and the digital in our productions,”

Said Ian Armstrong.

Simon Binns added:

“AI tools will help to streamline and support the creative workflow but will not replace human creativity. The idea and script, performance and direction on set, and decision making on the final edit will remain entirely human.”