Ad giant WPP’s content production company, Hogarth, and Final Pixel, have teamed up for a new virtual production partnership.

The partnership “will establish Hogarth Final Pixel as a worldwide leader in using virtual production to power end-to-end content creation, bringing to life this new approach for creating and making, for both clients and WPP agency partners.”

VP outfit Final Pixel has created work for Discovery, Scripps, ABC and national advertising campaigns for Shutterstock. Final Pixel also runs an international Epic Games authorised training academy to train and upskill professionals in the industry on virtual production techniques.

Hogarth Final Pixel will “sit at the heart of Hogarth’s creative production proposition, highlighting the importance of the role virtual production will have in future content delivery and experience.” It will also “support Hogarth’s sustainability offering in its ongoing commitment to make content with greater effectiveness and versatility, with less carbon impact and greater transparency.”

Hogarth Final Pixel has established virtual production training facilities that will expand the expert talent pool as demand for these services continues to grow. The first of these state-of-the-art facilities will open shortly in Hogarth’s studios in London, New York and Sydney.

This announcement comes a few months after Hogarth launched the Metaverse Foundry for WPP – a global team of over 700 creatives, producers, visual artists, developers, and technologists that will service – from design to execution – brand experiences for clients in the Metaverse, and just a few weeks after WPP announced its partnership with Epic Games.

Penri Jones, Global Chief Production & Innovation Officer at Hogarth, said: “We’re delighted to be partnering with the incredible team at Final Pixel. They are pioneers in this space and share our vision for the future of production. The method forges creativity, production, and innovation together as an inseparable part of the end-to-end creation process – and increasingly becoming an answer for our client’s ”always-on” content demands.”

Monica Hinden, Executive Producer at Final Pixel, said: “The partnership with Hogarth is a great opportunity to bring the value of virtual production to Hogarth’s clients and WPP agencies. The creative, environmental, and technological benefits that virtual production brings to the production process are mind-blowing, and we are very excited to work with Hogarth to help bring these to their agencies and clients.”

Jon Creamer

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