Virtual Production & Walls: The Evolution
Virtual Production & Walls: The Evolution
AICP Week Base Camp - The Times Center
242 W 41st St, New York, NY 10036
Speakers:
Khasan Aripov, Founder & CEO, SP Studios
Justin Lee, Director of Virtual Production, Be Electric Studios
Carol Mazzoni, Head of Production, RDM
Federico Tamburini, Cinematographer
Moderator: Andrew Stern, Founder & CEO, Be Electric Studios
Virtual production has rapidly evolved from an emerging technology into a practical creative tool reshaping the future of commercial production. What began as experimentation with LED volumes and real-time environments is now influencing how agencies, brands, directors, cinematographers, producers, and creative technologists approach storytelling, collaboration, budgeting, and execution.
This panel brings together leaders spanning cinematography, commercial production, technical virtual production, virtual production business strategy, and emerging AI-driven workflows to discuss how VP is being integrated into real-world commercial production today. From in-camera visual effects and real-time environment creation to VP budgeting, production planning, evolving agency expectations, and AI-assisted creative pipelines, the conversation will explore where the technology is delivering real value, where challenges still exist, and how the industry is adapting.
Designed for agencies, brands, filmmakers, producers, and creative teams alike, the discussion will focus on the practical evolution of virtual production from novelty to scalable creative infrastructure.
