The Voice of Virtual Production Episode 4: Unlocking Commercial Possibilities with Virtual Production

In the fourth episode of The Voice of Virtual Production (TVOVP), co-produced by Synapse Virtual Production (Synapse) and Little Black Book (LBB), the conversation shifts to how commercial teams are harnessing virtual production tools at scale.

Joining LBB for this episode is Aaron Gordon, co-founder and COO of Synapse, and Matt Scoville, chief integration officer at Omnicom Production, both with deep insights into how virtual production is being integrated into real-world commercial workflows.

“We see virtual production technologies answering a whole host of unique and universal challenges,” says Matt, pointing to Omnicom’s work across sectors like automotive and CPG. From previsualisation tools to full 3D character workflows, he explains how the efficiencies gained are shaping how entire campaigns are structured.

Aaron believes this is part of a wider shift: “You're releasing a convergence point across multitudes of pipelines for your entire integrated campaign.”

The episode digs into how brands can now adapt core assets across diverse markets and platforms without sacrificing quality or agility. Referencing a Synapse-led project with Genesis, Matt explains how it’s now possible to replicate vastly different real-world settings (like a living room in Los Angeles versus one in Bangladesh) using the same studio space, while maintaining full creative control.

Both guests reflect on a persistent challenge: demand for content is increasing, but budgets are not. Virtual production, they argue, is becoming a commercial necessity.

“We’ve decreased the budget… but now we can go back to that cycle where we hyper-target, hyper-stylise, and be hyper-relevant to each individual audience,” says Aaron.

The conversation also touches on evolving client understanding. While adoption is growing, education is still needed. “They understand the promise and the theory of it,” Aaron notes, but many still aren’t clear on how best to apply it in practice or how it can reshape their production timelines and logistics.

As for what comes next, Matt is confident the industry will see an increase in the use of these technologies. “So long as we keep finding ways to solve modern production problems with virtual production, we will continue to see a growing role in delivering for our clients.”

Watch the full episode here to hear the complete discussion!

For more information about or to register your interest in getting involved with The Voice of Virtual Production, please contact lily@lbbonline.com and abi@lbbonline.com​