The beginning of Impossible Content

“There has to be a better way.”

At a time of industry flux, when global business models are shifting like sand under your feet, it’s worth questioning every aspect of how things are traditionally done. And there’s no doubt that’s where we find ourselves in the production industry right now.?

Take Virtual Production as a case study. It is a technology that has the potential to deliver results not possible, feasible or believable using any other approach. And it can do that while reducing budgets, improving working conditions, increasing collaboration and accentuating performances.

Yet often it’s relegated to minimum viable product status, because of the relatable insistence on “sticking with what you know.” It’s added late, it’s not committed to, it’s not studied, it’s not respected. In short, it’s approached with caution or naivety.

But it doesn’t have to be that way.

Anyone who’s read my work would know I have been wanting to shake up this attitude for a while. But how best to do that, when most issues are inherited and baked in well before the project reaches a volume - or even a Virtual Art Department. Well, I’d say the best approach is to work differently from day 1.

Instead of starting with an idea, let’s say we start with the approach. There is a long list of things VP can do better than anything else. Why not start there? What stories can we weave in and amongst the long and expanding list of VP’s strengths? Then, once we have our VP-ready idea, we iterate on it in real time right away, helping to communicate what this world could look like and feel like faster than any concept art or pitch deck ever could.

Now, let’s look over the fence at existing projects, whether an early concept or a fully fleshed out pitch. How many incredible ones have been shelved, or relegated to the bottom of a development exec’s drawer because the project seems impossible to bring to life using traditional means? I’m willing to bet most of them could be resurrected through confident use of VP.

The post-peak TV entertainment industry is already heading in a direction that adds value to this concept. Longer episode orders are easier with a more consistent, reliable VP-based schedule and a shorter post period. Studios are looking to trim budgets, but still produce projects with outsized execution. Clever use of VP can deliver that without curbing the imagination of writers and directors. And the more you commit to a process like Virtual Production, the cheaper it becomes as your organisation and workflows are built around it. Plus, you have the ability to leverage economies of scale across multiple projects to lower costs further. And just think what it would do for the development and growth of Virtual Production itself, if you had creatives designing stories specifically for it and production teams built with it in mind?

But there’s no one approaching the business in this way. Until now.

Introducing: Impossible Content

It will proudly look different to anything that has come before. And it will proudly act differently to everything that has come before it, too. It will find and support the best new, tech-fluent creative and production talent to deliver IP that others would write off as impossible using traditional approaches, fully leaning into the benefits of new and emerging technologies like Virtual Production. And it will strategically innovate throughout the content lifecycle, from acquisition to production, distribution and continued engagement beyond.?

Impossible Content will be the world’s first real time-native, VP-delivered production house from day 1, leading to never-before-seen convergence opportunities and efficiencies across the projects it tackles. And it will value-add each and every production with targeted R&D that inspires new creative outcomes, while providing enduring commercialisation and transmedia opportunities in the future. We believe that, with the right mindset, systems, learning and support in place, we can leverage technology to supercharge creativity in ways that will have creators coming back again & again.?

In this way, Impossible Content will become known as the home of technology-led creativity and a brand synonymous with price-conscious content combined with ambitious execution.

Sound fun? I think so! If you find this interesting… how can you help?

1. Send us your ideas! TV series, films. Anything unique, interesting and original that could lend itself to VP. See more on that here.
2. Let us know if you have existing concepts that would be perfect for VP - it doesn't have to be 100% - but we’re looking for anything roughly 80% or more.
3. Connect us to any creatives interested in using technology to tell stories in a new way. We’d love to find ways to work with them.

Personally, I’m looking forward to championing these ideas from the earliest stages, right through to release. And I’m excited to communicate why this approach can add immense value to the projects that take it on. Finally, I can’t wait to see new talent given the chance to work in a production world that feels right to them, using their skills and talent to deliver something special with the support of the best VP practitioners in the world.

Thank you for your support for Impossible Content.

www.impossiblecontent.studio

And please follow us here:

https://www.dhirubhai.net/company/impossible-content/