Latest News at iMAG

When it comes to virtual production, speed and efficiency are often what get noticed. But what’s really happening behind the scenes? In this thoughtful reflection, Stephen Maddox, iMAG’s Creative & Development Director and an award-winning writer, director, and producer, shares a real-world moment that revealed just how nuanced virtual production workflows can be. From studio resets to spontaneous creativity, Stephen takes us inside the practical and philosophical lessons learned on set, reminding us that in this fast-moving space, innovation is essential, but collaboration is everything. On a recent project, the director asked how long it would take us to change between scenes while filming. Some of the crew looked a bit puzzled. The director then explained that, on a previous shoot in a purpose-built studio, they had to wait 20 to 30 minutes between scene changes. The entire content system had to be shut down, reloaded, and tested before moving on. Everyone at the brain bar smiled. In our case, it would take around 20 to 30 seconds. Of course, we could have sat there feeling smug, but the reality is more nuanced. On reflection, the key difference was that we were using pre-recorded plates for travel simulation, while they were most likely working in real-time Unreal Engine environments, which typically take longer to reset. We’re not about to call that team, in another country, to ask why their process was slower. But the moment did spark a few useful reflections: Assume the Best. It’s easy to believe we know better, but in most situations—once we understand the full context—there’s usually a valid reason behind how something is done.

In the world of filmmaking and content creation, it’s easy to get caught up in the debates: Is green screen outdated? Are LED volumes the only future? Will virtual production replace practical effects entirely? In this blog, iMAG’s Creative & Development Director Stephen Maddox explores why the smartest productions don’t choose between green screen or LED — they use both, blending tools to serve the story and deliver the best creative results. Filmmakers and content creators today face no shortage of strong opinions: “Green screen is dead.” “LED is the only way forward.” “Virtual production is replacing practical effects.” But these conversations often miss the point. Why It’s Not About Sides, It’s About Solutions At iMAG, we believe it’s not about choosing sides, it’s about choosing the right tools for the story you’re telling. On one of our recent projects, we used our LED volume for 90% of the shoot. But for the remaining 10%, we dropped in a green screen section precisely where the camera was aimed, allowing the post team the flexibility to dial in later the content yet captured. The rest of the volume still played plate content in-camera to light the scene authentically. On another project, we repurposed the LED wall to act as: A translite replacement for background depth, A green screen surface for keyed inserts, and A platform for in-camera VFX, all in one setup. By doing so, we avoided hauling in a truckload of fabric, lighting rigs, or set paint. In a third case, we simply built a green screen opposite the LED volume so the team could move seamlessly between both environments and maximise every shooting hour. It’s Not One Size Fits All: Adapting to Actors, Crews, and Environments Some actors dislike acting in an empty green box. Others get motion-sick in an LED volume with Ghost Frame or Frame Remapping. Some crews are experts at traditional compositing, while others thrive in Unreal Engine environments. These are not reasons to reject one technology over another. They’re reasons to plan smarter, and mix methods intentionally. Filmmaking isn’t about forcing every scene through the same process—it’s about staying agile, creative, and technically aware. In The West Wing, President Bartlet once said, “The trick isn't picking the right lever… It's using all of them.” The same applies to production. It’s not a matter of green screen or LED or pick your production process. The best work comes when we approach each scene with a full toolkit and the wisdom to know which lever to pull. At iMAG, we see green screen, LED volumes, virtual environments, practical sets, and physical builds as complementary, not competing. Wouldn’t you want to go into your next project with a full toolbox instead of empty-handed? Final Thought: Ask the Better Question The real question isn’t, “Which tool is best?” (My favourite question from The Office, “Which bear is best?”) The better question: What does this story need? What does this moment demand? How do we bring it to life—visually, emotionally, and efficiently? When we stop picking sides and start picking solutions, the work gets better. And that’s what matters most.

Not all LED is created equal. We reveal why investing in professional-grade LED (like ROE Visual) is about more than pixels and panels.

Discover why collaborative AV, creative partnerships, and human connection are the true production success factors .

Join us as iMAG celebrates 12 years of transforming creative visions into world-class video and LED experiences. Discover how people, technology, and trust built our brand.

At iMAG, we’re all about transforming creative visions into extraordinary visual experiences. As we charge ahead into an exciting phase of growth, we’re thrilled to introduce three brilliant new team members who will help us elevate our delivery, innovation, and client service to even greater heights. This expansion builds on a landmark year for iMAG, where we achieved an incredible 35% growth, fuelled by deepening client relationships and an expanding portfolio of cutting-edge technical solutions. From global giants like Gucci, Lego, and Mercedes-AMG F1 to creative agencies, production companies, and event teams, iMAG is trusted to deliver moments that captivate, engage, and inspire. Let’s meet the newest stars on the iMAG  team!

Discover how iMAG and Graymatter transformed Battersea Power Station into a stunning LEGO spectacle for the “Play Is Your Superpower” campaign. This behind-the-scenes case study dives into the advanced projection mapping setup, including disguise GX 3 media servers and Panasonic 4K projectors, that turned one of London’s most iconic landmarks into a dynamic, high-brightness visual experience.

XR stands for extended reality. Rather than it being just virtual reality, an XR stage encompasses many different mediums of virtual. The XR stages that have been developed in the last two years use LED screen technology to create the environment around a person or subject.

iMAG join forces with film production company Treehouse Digital, to pioneer a state of the art mobile LED virtual production facility. A partnership that is a match made in heaven.

iMAG's latest endeavour is to introduce the ROE Ruby-C LED panels into its arsenal. These panels represent the pinnacle of LED technology, offering stunning visual fidelity and flexibility.

iMAG attend the Final Pixel event, sharing knowledge and expertise on the future of our industry.

iMAG were excited to be working again with the legends at INCA Productions on a cool project for Apple & Palace Skateboards which took place underground at Selfridges.

The iMAG team and its commitment to developing proven workflows, which includes a scalable, customisable, and mobile virtual production studio, has elicited its services being used on major projects for Treehouse Digital, Amazon, Lionsgate, Warner Brothers, Netflix, and Sky Cinema.

Charli Harding co-founder and client director of iMAG, discusses the changes in the market as virtual production advances are made.

iMAG were so excited to be part of this production, spending time in Swansea delivering the LED volume & Virtual Production for Sky, and we can’t wait to see it hit screens!

iMAG used their ROE Visual LED ceiling piece for the bespoke Car Wash volume, creating ambient lighting and real time reflections.

After keeping quiet for 6 months iMAG are proud to have been involved in the video movement design, planning and custom automation engineering the ground breaking Sky Glass launch!

iMAG provided high resolution HDR ready indoor and outdoor LED video screen and video control equipment hire, matched with the very best in technical expertise & proven delivery.

After a long wait iMAG are proud to have been involved in another amazing Bank Holiday Weekend in Portsmouth. The Victorious Festival was a big hit!