THOUGHT LEADER Q&A
Definition: What have been some of the most significant shifts in post-production over the past few years? Chris Batten: One thing in the post- production landscape that‘s constantly changing is the technology we use, and that’s become all the more true recently with the emergence of AI. We always want to ensure we’re in the position to deliver great work using cutting-edge technology, so we’ve invested a lot into enhancing our facility. Over the last year, our studio in Fitzrovia, London has had a complete overhaul – we now offer Dolby Atmos sound studios and Baselight colour, as well as brand-new hardware across our CG, VFX, animation, editing and film and TV capabilities. We’re aiming to be more efficient and modern than ever. Def: How is AI affecting your workflow and where do you see its biggest impact so far? CB: The impact AI is already having can’t be underestimated, and we’ve certainly seen a big increase in its use within our work. AI can get you a long way fast, and has been a game changer in helping us build pitch-winning VFX treatments. It’s clear we need to run to keep up with the advancements of AI and examine how we develop our business model to keep ahead of the curve. AI isn’t going anywhere, so it’s our responsibility to harness it in a way that enhances creativity and doesn’t harm
SWEET GIGS These images come from a campaign for Candy Crush that utilised the Absolute team‘s skills in VFX, colour and sound
TALENT, TECH & TOMORROW
We pick the brains of Chris Batten , managing director at Absolute Post , to get his opinions on nurturing new talent, the rise of AI and staying ahead in a shifting landscape
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