10 Questions Teams Ask Us About Virtual Production

Virtual production is one of the most exciting shifts in commercial filmmaking — but if you’re new to it, it can also feel like a black box.

At CUBE Studio, we’ve worked with creative teams across advertising, branded content, music, and broadcast — and we hear the same questions come up again and again. So here they are, answered.

Whether you’re a producer, creative director, or agency EP, this guide’s for you.

1. Can we shoot handheld in virtual production?

Yes — absolutely. Our volumes are ready to handle dynamic camera movement, including handheld, Steadicam, and even tracking shots. You get all the freedom of live action, with the bonus of real-time environments behind your subject.

2. How long does it take to go from idea to shoot?

We’ve turned around shoots in under a week — including the Stormzy x Dyson campaign, which went from brief to rolling cameras in 6 working days. That said, if you're building complex environments from scratch, we recommend 2–3 weeks for pre-production and asset development.

3. Do we need to know how Unreal Engine works?

Not at all. That’s our job. We’ll collaborate with your creatives and translate your vision into virtual sets, using a mix of Unreal, 2D art, and stock elements. If you want to get hands-on in reviews or previs, we’ll guide you through it.

4. Can talent see the environment on set?

Yes — that’s one of the major advantages over green screen. The LED walls show the final environment live, so performers can react to what they’re seeing, improving performance, eyelines, and realism.

5. Can we recreate real locations?

100%. We can replicate real-world spaces using 3D scans, reference photography, or Google Maps data. This is ideal for projects that need a recognisable location but can’t afford to travel or close streets.

6. What kinds of scenes work best in virtual production?

We’ve created airports, forests, nightclubs, retail showrooms, street scenes, futuristic dreamscapes, and more. Generally, any environment that’s hard to access, time-sensitive, weather-sensitive, or needs to feel elevated or stylised is perfect for VP.

7. Can we preview the sets before the shoot?

Yes. We offer full previsualisation and visibility of the environments before the shoot day. Your team can sign off scenes early, saving time and stress on set.

8. Do we need to use virtual production for the entire shoot?

Not at all. Some projects warrant the whole video being shot on a VP stage, but many projects use a hybrid approach - virtual scenes, a few location setups, and even archive or stock. We’ll help you figure out the smartest and most cost-effective blend.

9. Is virtual production really more sustainable?

It is. By reducing travel, location logistics, shipping, and set builds, virtual production significantly cuts the carbon footprint of a shoot. Many agencies and clients now factor this into pitches and procurement.

10. How does virtual production affect the post-production process?

Greatly and positively. Because we capture final-pixel imagery in-camera (with the backgrounds already rendered on LED), there’s significantly less time spent on keying, rotoscoping, or background replacement. That means faster edits, fewer revisions, and more budget to spend on creative polish instead of cleanup.

Got More Questions? We’d Love to Help.

Virtual production doesn’t need to be intimidating — it just needs the right partner. At CUBE Studio, we’re here to guide, build, and deliver standout results with less hassle and more creative freedom.

📩 Let’s talk: hello@cube.studio