CASE STUDY: StudioLabxR

StudioLab xR is Manitoba’s first dedicated extended-reality/virtual-production training facility—built to help creators, studios, and brands move from idea to screen with real-time tools. We partnered with the team to craft a concise, cinematic brand piece that shows what the space makes possible: faster, more flexible production, premium results, and a home for upskilling local talent.

Understanding the Narrative

StudioLab xR exists to accelerate skills and production in emerging real-time workflows—virtual production on LED walls, performance capture, projection mapping, and Unreal Engine. The facility is anchored in Winnipeg’s downtown at 201 Portage and is purpose-built for both hands-on training and commercial shoots. Our narrative needed to translate that mandate into something you can feel: capability, credibility, and momentum.

We also wanted to highlight what differentiates the lab: industry-grade tech (LED volume, camera tracking, Mo-Sys/StarTracker), an Unreal-authorized training program, and a growing ecosystem that helps Manitoba crews deliver world-class work without leaving the province.

The Storytelling Concept

We built the film to demonstrate—visually and unmistakably—how StudioLab xR turns one stage into any location, anytime of day, with real in-camera results.

What we showcase in the spot:

Instant locations: city streets, coastlines, interiors, industrial yards—swapping environments live to show true “go anywhere” flexibility without travel.
Time & weather on demand: sunrise to blue hour, clear to stormy—lighting on the LED wall drives real reflections and wraps talent naturally.
Cinematic driving shots (process): vehicle on stage with synchronized background plates/3D scenes—parallax and interactive light sell motion without a insert car or road closures.
Tabletop & product worlds: controlled, repeatable setups where CG environments and practical surfaces blend for premium brand visuals.
Performance in place: talent interacting with the world around them—what they see is what the camera sees, improving eyelines and authenticity.
Previs-to-final workflow: a quick beat that hints at scouting/capturing plates → building scenes in Unreal → stepping onto the volume to shoot the finished look.
Agency/producer practicality: rapid company-move “teleports,” minimal resets, and remote review—showing how the stage saves time, budget, and friction.

Pacing is deliberate: open with a single environment, escalate through location, time, and weather pivots, then land on the promise—one room, infinite worlds, ready when you are.

Results and Impact

The finished spot gives StudioLab xR a versatile flagship asset that:

Clarifies the value proposition—training + stage + support, under one roof.
Builds trust with producers and agencies by showing real tools in real use (LED volume, camera tracking, Unreal-driven workflows).
Supports recruitment and partnerships as the lab scales programming as an Unreal Authorized Training Center.
Strengthens the local ecosystem—a concrete invitation for Manitoba creatives to level up skills and keep ambitious work in-province.