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Hello

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My name is Seo Eunmin and I'm in charge of strategy and planning for virtual content at GIANTSTEP

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I'm a member of the cross-planning headquarters within the GIANTSTEP

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We cooperate with various production organizations within the GIANTSTEP

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to make strategic solutions 

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and also creative solutions to create the best content

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To briefly explain our work from a virtual production perspective,

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We devise why virtual production is needed to reach the goal of each project,

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how to make it, and what ideas are to be used to shape or differentiate these things from others

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We take the lead in making solutions in the beginning stages of the project

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Why did you become a virtual production planner?

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Before joining the GIANTSTEP, I worked for an advertising agency for a long time

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Working in advertising, which is commonly called AE, I tried to deliver certain advertising messages to consumers

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Also with new creativity, the process of grabbing the attention of customers

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 and creating a brand's message based off of that 

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seemed very intriguing and fun

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In fact, there are many people at our headquarters who have creative experiences from advertising agencies

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Just like those people, when I first encountered various 

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metaverse projects in GIANTSTEP

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I thought these things could provide consumers with new experiences that previous content could not,

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and these are the parts that seemed appealing

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And if such new content get more attention in the near future

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based on these technological understandings

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planning solutions that can connect this content with real consumers

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or creative solutions will become much more important

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From that point of view, if I were to work with GIANTSTEP

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I thought I would be able to enjoy a lot of fun experiences where both parties benefit from

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That's why I decided to join here

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The topic of the lecture today is 'Planning of Virtual Content'

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Lots of people asked various questions

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Let's continue the lecture while answering each question one by one

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Q. What is the main role of a planner?

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Like all other content production processes

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virtual content also needs a planning stage at the beginning

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It's really important to set the goal for 'why do we have to make this content'

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First, a clear goal must be set with the partners and staff

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and we must decide on the purpose of creating the content

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The work should be started only after creating a clear goal,

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and based off of that, we can start creating a certain concept or setting a creative guide

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Especially for virtual production, I always feel that this is the most important part

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It is very important to have an exact answer for

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'Why virtual production is necessary'

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Because if there's no exact reason to why virtual production must be used,

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There can be a great deal of confusion in the middle of the process

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I'll give you an easy example

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Let's say I'm going to create

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a virtual soccer stadium and shoot content in it

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We can always just go to a real soccer stadium

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to shoot and make content there

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If that's the case, why do we need a virtual soccer stadium instead of an actual soccer stadium?

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I consider it very important to set the precise goal before starting the process

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So for instance, needing a camera angle that's impossible to achieve in reality

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or being in a stadium that no longer exists in the present

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or a stadium in the future

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Based on these precise reasons

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we need the right plan for the content in order to yield creative ideas

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that can accentuate the unique strengths of virtual production

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So what my team does is

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based on such goals, we plan for the actual creative ideas

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And we're in charge of that work

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Not only that, creative directing work like making sure that the content 

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are being made as were planned is also a part of our job

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Q. What are the characteristics of virtual content planning?

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Let me begin with the biggest difference compared to other content planning works

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I think I can narrow it down to three different points

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And what I think to be the most important among them is

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that in the case of virtual content planning, you need to have a clear understanding of the technology

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For example, how much are we able to realize with the available technology as of now?

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And what strengths are there if we are to use virtual production?

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And what are the weaknesses?

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When a creative idea is realized based on such prior knowledge

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I believe that even more special and interesting ideas can be created

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Let me take some examples

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The new Avatar movie has fascinated many people

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And realizing the object 'water' in a virtual environment

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is a very hard task and it also costs a lot of time and money

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If the producer has the prior knowledge about this

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when one needs to create a visual content involving water

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they can actively think about questions such as 

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'Is water absolutely necessary?' or 'are there any alternatives?'

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And based on this, it becomes possible to create more effective content within the given budget and time

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In addition, let's consider the strengths

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Compared to shooting in real environments,

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virtual environment is advantageous in that control over physical conditions are guaranteed

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And when one designs a plan with these in mind

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much more interesting ideas could arise

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Let me take another example for this

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For example, let's say we're shooting a scene; we film this way

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And if we need the side view, then the camera would physically move to the side

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But if this is to be a virtual environment

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we can keep the camera static and turn the background by 90 degrees; it's an easy way to show the side

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These things can also be taken into consideration

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So in a recent virtual production, like a car driving scene

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the car wouldn't actually move

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but it is through the background that we can create dynamic scenes

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And that's an example of a good use of technological advantage of virtual production

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And the second thing needed in planning for a virtual content is

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that we must have an idea that maximizes

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the unique part of the content that was impossible before

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As I've already told you,

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There's always a need for a clear reason to why we have to film it in a virtual environment instead of in a real environment

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Simply moving content that can be produced in a real environment into a virtual one is

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not that beneficial when you think of it from the consumer's perspective

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Also, filming virtually can cost more than filming in real environment

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And as for quality, the one created in a virtual environment could be incompetent compared to the real one

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Of course with the recent and extended period of the pandemic

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various kinds of contact-free contents were loved by many people, like online concerts

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Come to think of it, in this case, we simply copied and moved what was offline to online

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and we discovered that this kind of situation was not very welcomed by consumers

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So every time we come up with a virtual production idea

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we contemplate on how to provide new experiences that previous content could not

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A lot of ideas regarding creating parts that differentiate this content from others 
are already discussed from the planning stage

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The last thing I want to say is

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This part might be relatable to those 

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who have experience in this field of creating video content,

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and it is that most work doesn't have a reference

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When actually creating various video content

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there are already tons of good examples

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and these things directly or indirectly influence the creativity of the video content

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Virtual production is still in its very early stage

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so there are not many references

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So in a lot of the cases, we have projects of taking unprecedented ideas and projecting them onto a screen  

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From a creator's point of view, it's a great opportunity to express my imagination to the fullest

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but from a planner's point of view, it can be an obstacle that gets in the way of making decisions

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So when proceeding with a new project that doesn't have a reference much more thought needs to be put in to

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planning for the project to happen and to successfully realize those ideas without risk

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And compared to general content, that these aspects and guides have to be much more thought out

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can be a characteristic of virtual content planning

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Q. What is something that differentiates GIANTSTEP's virtual production planning team from others?

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About the differentiation point GIANTSTEP has, I would like to say that

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So far, I think virtual production has a very high technical barrier to entry

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so most virtual production companies work based on technical solutions

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and when focused too much on technical solutions

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the soft power, which means content solution, can be relatively weakened in terms of planning ability

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So if you look at recent cases, there are a lot of virtual studios that don't have a separate planning organization at all

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On the contrary, GIANTSTEP in fact had the VFX studio, a representative studio of our country

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in which many commercial advertisement videos were created all around the world before Virtual Production

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We already have some creative skills that were accumulated by producing representative commercial videos in Korea

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So when creating content based on virtual production, being technical quality is of course important

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but we also keep in mind that the quality of the creative idea that goes in here is also very important

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That's why, when we started R&D on virtual productions 4 or 5 years ago

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we had a separate planning organization internally

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and ever since have been trying to continuously make ideas suitable for virtual production

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Therefore, our headquarters, which is in charge of that task by working on various planning tasks specialized in virtual production

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has the advantage of being able to come up with specialized ideas and related experience

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Q. Which project best demonstrates the competence of planning work?

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We've been through so many projects

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One of them is an unboxing project for a famous brand

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and we've also done a lot of projects with K-POP idols, such as virtual concerts 

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I think the directors and managers of other production teams will introduce these big and fancy cases later on

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For me, a really interesting work experience as the content planning manager

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is when we collaborated with a K-POP girl group, called 'woo!ah!' to create content for TikTok

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'woo!ah!' is a group that is very active on TikTok

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and have very bubbly and energetic charisma

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So this project began with the idea of combining their fun and weird imaginations into content

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And that led us to try out those things that I've already mentioned, which were impossible before

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I came up with a lot of ideas like that and realized them into various content

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For instance, there was content about sending the members to different places of the world

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When you use a green screen as the background of your shooting set, it turns out transparent in the result

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We used this technique by using green cloaks to direct scenes as if they wearing the Invisibility Cloak from < Harry Potter >

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Because we basically tried out various things that don't really exist in the real world

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this is a memorable experience for me, considering that it proves the pros of virtual content compared to traditional content

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This content was released on TikTok

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As you guys know, TikTok users are relatively young

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and is mostly used by Gen Z

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Therefore, this type trendy styles could truly catch their eyes on TikTok

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I personally think that regardless of the size of a project

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There should be more ideas and projects that can present the fun sides of virtual production in the future

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The project we did with 'woo!ah!' did not require high costs

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and neither did it require the highest level of technology

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I just wanted to talk about it as I thought it was some fun content in the planning manager's perspective

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From now on, let me elaborate on what it means to add some flavor to virtual content as a content planner

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As I said before, we used the Chroma key for the Invisibility Cloak effect

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But this technique is actually a common error happening in virtual production

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When you make virtual content using a green screen

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And use an object or clothing in the same color as the background screen

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it turns out as an error in the final result

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In the result, that part looks empty, which makes it a rule of thumb to avoid

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From a content planning manager's point of view, on the other hand

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It seemed highly interesting to deliberately make the error happen in the content

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'Okay, that person's body seems to be empty when wearing a green clothing.'

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'Couldn't we turn that into something creative?'

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This is the idea that content planning managers would normally keep in mind in everyday life

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Especailly, the whole point of the project with 'woo!ah!' was trying something outside the box

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That's the reason we used the error to turn it into a brilliant outcome

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We also made content of riding on a swing in the sky

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In cases of other content-making

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We would have brought in an installation in the studio and hung it on the ceiling or something

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but we didn't have the opportunity to test out these things

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Instead, we thought about taking the idea into realization

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and making it look like the swing is hung in the middle of the sky

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We were able to try out these different creative ideas

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and therefore, it was a really memorable project for me

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Some keynote messages I can deliver from this project are

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maintaining the quality of the content is the tech people's responsibility

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But when it comes to appealing the final result to viewers

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such as the error example I introduced

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or it can also be some random feature of virtual production found by coincidence

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When we try to deliver these appeals to viewers

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It's important to keep contemplating on how to make these things more attractive

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These things can be used later as a differentiation point in ideas during planning

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that can be developed with further details

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Q. What are some virtues that virtual production planning coordinators must possess?

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What I consider the most important when planning

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as it is with other productions, virtual productions are also

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complete only when it is delivered to the consumer

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I think the most important thing is to never forget that this is content for the consumer

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As more content or projects that include a lot of new technology get created

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since we focus mostly on the technical perfection,

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there might be a tendency to forget about the consumer

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There is a very high chance you might fall into such error

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It’s not about boasting how great our technology is

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that we’re so good at making flashy things

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It’s not about showing off novel technology

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What’s most important is making

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content that appeals to the consumers

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That should always be on the back of our minds

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To remain focused

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I think is what is most important

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when it comes to planning and coordinating virtual productions

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As a result, virtual production coordinators

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have to immediately react to consumer trends,

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continually explore new trends,

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and need to have the passion for understand such trends

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On the other hand, you must objectively look

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from the perspective of the consumer and think 'is this content appealing?'

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'does this effectively reflect what we’re trying to convey?'

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So the ability to objectively view

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this from within the project

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is the role of the coordinator

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Q. What could be the goal of a virtual production coordinator?

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The goal of the coordinator is wanting to create our own content

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So we have completed various projects for many years and

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based on these capacities, our goal for GIANTSTEP is to

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be able to make unique content

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only we can do

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Therefore virtual production is not simply a cost effective solution

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or a new solution to amaze with

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things that don’t exist in real life

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Rather than such a one-dimensional viewpoint

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using the virtual production environment to its highest potential

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to create appealing content

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I think this would allow for the creation

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of a new and unprecedented program format

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Furthermore, these won’t be one-off content but

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rather something that can be made into a brand

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As a coordinator this would be my internal goal

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This is also something our company is

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taking into account for the future

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Q. Are there any requirements to become a virtual production coordinator?

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When I said I was planning a content

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If you think of it as your major

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majoring media studies, which is related to broadcasting contents

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or majoring something related to advertisement marketing

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would be helpful

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But when working in real life

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Some knowledge and skills in a field related to those majors

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can be acquired through work

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But your basic personality

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or some kind of passion

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is a little bit more important

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So making a variety of content means

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delivering various content to consumers in the end

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Therefore you should understand the consumers who would like those content

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and try to learn and understand

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various trends

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These efforts will be needed

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In that point of view,

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when I was young

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I was told 'Don't chase two hares at once'

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but unlike that

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having a shallow and broad interest

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about what people like

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and having curiosity

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are what I believe to be more important

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Q. How do you foresee the future of metaverse and virtual studio as a planner?

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I think

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Metaverse and virtual studio is still

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in the very early stages of the market

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Actually, to make a lot of fun contents

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based on the virtual studio

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various creators and artist

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in this society

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should use this tool actively as they want

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and make diverse content

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It's not easy for many people to approach it yet

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because of technological limitations

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And from that perspective

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I think the demand for planners who can connect these creators

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with virtual studios will continue to increase

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So if these connections continue to grow

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I think productions using virtual studio

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will actively be created in the future as well

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Everytime I get this question

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I come up with an easy example

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Let's take the film industry as an example

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When we think about making movies beforehand

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it was about how to shoot, how to use the lighting and how to direct

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There was a traditional director who was good at these things

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But after computer graphics and CG appeared

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how much more imagination we can exercise with this CG technology

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became important

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So these days, practically all the movies

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use computer graphics or CGIs

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Similar to that, one day, virtual production

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will be not something special and new anymore

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I think it will become an essential element 

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used in the production process of all content 

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and be utilized has a creative tool

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Q. What is the method of creating a good plan for productioin?

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To make a good plan

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I usually always tell 

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my teammates to just work hard

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As I mentioned earlier, what we try to do

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is make the viewers have fun in the end

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So we wonder what young people like nowadays

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And content these days is not the same as before

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Before when something was on TV, most people across the country

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would have watched this content

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These days there are people that watch media through TikTok

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and people who use streaming services

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and there's a trot(Korean music genre) song program that the elderly watch

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So the understanding of the people who watch these contents

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became very important

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My personal preferences are important

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but when there is something I used to dislike but others like,

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it is important to pay attention and be interested in thoughts like

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 'Why do they like those content?'

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'What kind of charm do those people feel in that?'

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The ability to express your interests in a variety of ways

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is really important

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For example, I'm not in that generation

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but my parents recently

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have been watching these trot(Korean music genre) shows

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and they are sure I would definitely be watching them as well

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They asked me "Did you watch it last week?"

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But that's not something I'm interested in

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and honestly I don't prefer it

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But if we were to make

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a virtual production for those people

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Of course we need to find out why they like this show

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and what they need in that show

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and understand thoroughly

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in order to make more effective content

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Therefore, even if I'm not intrigued,

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it's necessary to be interested in

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and examine the exact points

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that make consumers choose one over the other

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in various fields

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Is what I think

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Q. A production manager is ____

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The production manager of virtual production is

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a messenger who connects people and technology

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That's my answer

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I think I'm repeating myself with this

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However fancy the technology is

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if the consumers go

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'This is boring'

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Then I consider that content as meaningless

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For me, virtual production

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Holds a lot of potential

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It's a great technology that can

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create something unprecedented

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But the role of the production manager is to make this technology look and feel fascinating

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for the consumers

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So for consumers, 

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very complicated technology-related things

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that are hard to grasp 

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should feel closer and tangible

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And providing content that can show this

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is what I consider that as the most important job of a production manager

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So I think the production manager should be this messenger

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Who can connect this new technology to the consumers

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The topic of this lecture is

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Virtual production and producers

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Nowadays it's much more common but

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around 2, 3 years ago

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people thought 'Is it really worth the money to test this?'

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Samsung and LG in Korea, and other brands in other countries

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all went through the test

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We actually rented the demo version

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and tested for months per each device

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and we were able to get various result values

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Let me break it down for you

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The one that connects the real and the virtual

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This bridge that enables one to travel across

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is what virtual production means to us

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Q. Is your major important?
Your major does matter a lot

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Those of you who have been enduring and hanging around to watch this interview

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also have the talent to be a producer