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riceInneapolis-born record producer and director Don Powell turned to theater and television production and moved from Los Angeles to the Twin Cities. He purchased a studio space in Eden Prairie in 2019, planning to use it to film a children’s show. On the day of the first casting call, the country went into lockdown. Powell had to rethink his model.
He started discussing how to use his space with former colleague Ryan Lance. After months of research, Lance suggested they collaborate on a virtual production; being an early adopter, Lance had to piece together a path using online message boards. Burbank Entertainment born in. The company specializes in music videos, commercials, television, corporate productions and live events.
“It’s kind of like the Wild West, because there’s no standard way to do it yet,” Lance said. “As it grows, I’m trying to keep it fresh because it’s only expanding from here.”
Combining software used in video games and virtual reality with new forms of green screen, Burbank can place people in any realistic three-dimensional environment without leaving the studio.Work at Disney mandalorian and HBO Max’s his dark stuffthe virtual production came to television in 2019.
Selling clients that it’s more efficient and cost-effective than traditional video creation might lessen the lost glamor of location shoots, crews, and craft desks.
Emerging from the pandemic, many businesses are constrained by limited budgets and Covid rules limiting their ability to produce materials. Burbank adapts, working with companies including California-based firm Welfare Cosmetics and Second Harvest Hinterland.
“I think it’s the only way to go,” said Paulette Legred, founder and CEO of Bricelyn, Minnesota-based Lis’n Fashion Farm.
Legred worked with Burbank to create promotional materials for her hair care company. Instead of waiting weeks to see a final product that might not convey her vision, she can watch the video live during filming. “Suddenly, they could open a salon and let me in.”
Powell is bullish on the technology and the good fortune the pandemic has landed in his lap: “It’s rethinking the whole way filmmaking is done.”
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