Reel Factory launches new Volume Wall Studio for endless creative possibilities

Reel Factory, the production house known for harnessing tech to deliver ultimate creative freedom, has officially opened the doors to New Zealand’s first Volume Wall Studio, designed exclusively for the commercial advertising industry.

A permanent installation at Reel Factory’s Rosedale facility, the LED stage lets you shoot anywhere in the world – or out of this world – without leaving Auckland.

So what’s the difference between this and a green screen? Think of the Volume Wall as the next generation of on-set technology. Instead of actors performing in front of a flat, blank screen with the world added later, they’re now surrounded by photoreal environments that move, light and respond in real time.

“You could shoot in a redwood forest, on Mars, in the Sahara Desert and at a supermarket all before lunch, without having to worry about weather, overnight shoot costs, permitting or relocations” says Reel Factory Company Director, Dan Watkins.

Built in collaboration with Creative Technology, the 12m x 4m main wall is accompanied by a 4m x 4m travelling panel. Cutting-edge camera tracking technology supports 2D, 2.5D or 3D shooting, creating a dynamic stage where real-time environments come to life, react to lighting and move with the camera. Wall environments can be custom-shot, pulled from stock footage libraries, built in Unreal Engine or AI generated.

While the tech itself isn’t new – volume walls rose to fame in productions like The Mandalorian and Thor: Love & Thunder – commercial shoots have traditionally struggled to justify the high setup, testing and pack-down costs of building a wall for a 30”-60” spot.

“We’re lucky enough to use the wall every day,” says Reel Factory Cinematographer, Chris Watkins. “We’re constantly testing new ideas, combining it with our Bolt Motion Control Robot, Technocrane and cinema camera equipment to see how far we can push things creatively. It’s a lot of fun.”

For creatives, the real power lies in understanding what’s now possible. “It’s not about replacing all location shoots,” says Reel Factory Business Director, Danelle Mouat. “It’s about unlocking the opportunities that are usually too hard, too expensive or flat-out unrealistic – like secure areas of airports or inside a volcano”.

Experience the magic for yourself. Reel Factory is inviting creatives, producers, agencies and brands to come in, have a play, and see what this tech can unlock for your next campaign. Contact Dan Watkins on dan@reelfactory.tv to organise a look-see.

To find out more about Reel Factory’s Volume Wall Studio, head to: https://reelfactory.tv/works/reel-factory-volume-wall