For MMTV’s virtual set design, we collaborated with a London-based branding firm that had developed the channel identity. The goal was to make the studio feel much larger than the physical space available while ensuring the virtual environment carried the same colour palette and visual language as the on-air graphics.
The project also involved balancing editorial presentation with advertiser visibility. Sponsor placements needed to remain visible within key shots without overwhelming the content, especially since the channel used a graphics system where ticker bands could automatically expand and contract during live broadcasts. This meant the effective visible area of the frame was constantly changing, requiring repeated testing between the virtual set, graphics system, and camera framing so that neither editorial content nor sponsor placements were unintentionally obscured during live operation.
The studio was built as a three-camera virtual production setup with a jib camera and a carpet area of roughly 500 square feet for anchor movement. Powered by Unreal Engine, the set was designed alongside the real camera positions, lens behaviour, and planned camera choreography.