For a collaboration between Ocean Outdoor, Dentsu, and Team GB, a state-of-the-art real-time virtual studio was developed to host live discussions, presentations, and interactive media showcases. This innovative solution allowed remote guests to participate as if they were physically present in a sleek, virtual TV studio environment, complete with dynamic media sharing capabilities. The virtual format enabled the event to reach a far larger audience than the physical venue could accommodate, multiplying the viewership by 500% relative to the physical attendance.
The same virtual studio was later customized for the Ocean Creative Awards 2023 event, streamed live from the National Gallery in London, where it retained its high-tech, interactive functionality but with a rebranding that reflected the creative spirit of the awards.
The Ocean Outdoor virtual studio project represents a pivotal moment in the evolution of hybrid event production in the UK. Developed in collaboration with Ocean Outdoor, Dentsu, and Team GB, this real-time virtual TV studio enabled remote guests to participate in live discussions, presentations, and interactive media showcases as if they were physically in the same room, regardless of where they were connecting from around the world.
The project addressed a fundamental challenge facing major brand events: how to deliver the production quality, interactivity, and atmosphere of a physical broadcast studio whilst removing the geographical and capacity constraints that limit physical attendance. The result was an event that reached a global audience five times larger than the physical venue could ever accommodate.
Ocean Outdoor
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Building a Real-Time Virtual TV Studio for Ocean Outdoor and Dentsu
The virtual studio was designed and built to function as a fully operational broadcast environment, combining the visual sophistication of a high-end TV studio with the technical flexibility required to host live, interactive events across multiple simultaneous remote connections. Remote guests joined from a variety of devices — laptops, tablets, and desktop workstations – and appeared within the virtual environment as integrated digital guest panels, visually embedded into the studio design rather than displayed as conventional video call tiles.
This distinction was central to the experience: participants were not joining a video conference but entering a shared virtual space designed to feel cohesive, professional, and alive. The system supported real-time sharing of diverse content formats within the studio environment, including 3D models, video sequences, image galleries, and presentation slides. Each content type was integrated seamlessly into the broadcast design, enabling presenters and guests to illustrate points dynamically rather than switching between disconnected screen shares. Low-latency rendering ensured smooth, natural interaction throughout each session, with high-quality animations maintaining visual quality even during complex multi-guest exchanges.
500% Increase in Audience Reach Through Hybrid Event Production
One of the most significant outcomes of the Ocean Outdoor virtual studio was increased audience reach. By transitioning from a purely in-person format to a hybrid model – combining an in-person element with a fully produced virtual broadcast – the event expanded its viewership by 500% compared with in-person attendance.
This multiplier effect reflects a broader shift in how major brands and agencies are approaching event production. The physical venue sets the atmosphere and creates a focal point for the event, but the virtual studio removes the ceiling on how many people can participate meaningfully. Guests who previously would have been unable to attend due to travel constraints, scheduling conflicts, or venue capacity constraints became active, visible participants in the studio environment.
For Ocean Outdoor and Dentsu, this represented a significant strategic advantage: a single-event investment generating reach that would otherwise require multiple regional activations. The virtual studio model demonstrated that scale and intimacy are not mutually exclusive; it is possible to deliver a genuinely engaging, high-production experience for a global audience without sacrificing the quality that defines a premium brand event.
- Goals:
◦ Interactive Guest Experience: Create a seamless, real-time virtual studio for remote participation and interaction.
◦ Dynamic Media Sharing: Enable flexible sharing of diverse content formats, including 3D models, videos, and slides.
◦ Reach Expansion: Multiply audience reach by 500% compared to physical attendance.
◦ Customization for Brand Events: Adapt the virtual studio for multiple branded events, including the Ocean Creative Awards. - Production:
◦ Real-Time Virtual Studio Design: Developed a virtual TV studio with interactive digital guest panels and real-time media integration. Guests connected from remote locations using various devices.
◦ Dynamic Media Sharing: Enabled real-time sharing of 3D models, videos, images, and other content, seamlessly integrated into the studio.
◦ Real-Time Interaction and Aesthetic Excellence: Delivered low-latency, smooth interactions with sleek, futuristic designs and high-quality animations.
◦ Audience Multiplication: Transitioned from physical events to a hybrid format, expanding viewership globally by 500%.
◦ Customization for Events: Rebranded and customized the studio for the Ocean Creative Awards, aligning with the event’s creative tone. - Results:
◦ Engagement: High audience engagement through interactive design, real-time discussions, and media presentations.
◦ Positive Feedback: Praised for fluid performance and high-quality visuals.
◦ 500% Increase in Reach: Significantly expanded audience reach, engaging viewers worldwide.
◦ Versatility: Successfully adapted the virtual studio for different branded events, demonstrating its flexibility.
Ocean Creative Awards 2023: Adapting the Virtual Studio for the National Gallery, London
The success of the original Ocean Outdoor virtual studio led directly to its adaptation for the Ocean Creative Awards 2023, streamed live from the National Gallery in London. This second deployment demonstrated one of the core design principles behind the studio architecture: that the system could be rebranded, reskinned, and reconfigured for entirely different events whilst retaining its full technical capability. For the Creative Awards, the virtual studio was given a distinct visual identity that reflected the creative character of the awards programme and the cultural gravitas of the National Gallery as a venue.
The futuristic broadcast aesthetic of the original studio was reinterpreted through a lens more in keeping with an arts and creativity context, whilst the interactive functionality—dynamic media sharing, integrated guest panels, and real-time content integration-remained fully operational throughout the live broadcast. Streaming live from one of the UK’s most iconic cultural institutions added a dimension of prestige to the awards, complementing the studio’s technical sophistication. The combination of a world-class physical venue and a world-class virtual production environment created an event experience that resonated strongly with the creative industry audience the awards serve.
Technical Architecture: Real-Time Rendering and Dynamic Media Integration
Delivering a real-time virtual studio at the production quality required by Ocean Outdoor and Dentsu demanded a robust technical architecture capable of handling multiple simultaneous live video feeds, dynamic content integration, and broadcast-grade rendering without perceptible latency. The studio was built on real-time graphics technology, drawing on the same pipeline expertise that underpins ex1t.one’s broader work in live event production and immersive installations.
The system processed incoming video streams from remote guests, composited them into the virtual environment in real time, and output a single broadcast-ready signal that could be streamed to global audiences without compromising visual quality or interaction responsiveness. Dynamic media sharing required particular technical attention. The ability to introduce 3D models, video content, and presentation assets into a live broadcast environment, seamlessly and without interruption, required careful integration between the content management layer and the real-time rendering engine. Every format transition was designed to feel intentional and polished, reinforcing the premium character of the Ocean Outdoor brand throughout.
Related Streaming and Live Event Productions
Explore more live event and streaming productions from ex1t.one:
- Commonwealth Games Perry’s Trail – Real-time interactive activation across Birmingham for Birmingham 2022
- Royal Ascot Sun-path – Sun-synchronised 35-metre LED installation for a heritage sporting event
- Hexagon 270° Immersive Theatre – Real-time interactive showroom experience in the Netherlands
ex1t.one’s Approach to Virtual Studio and Hybrid Event Production
ex1t.one designs and builds virtual studio environments and hybrid event productions for brands, agencies, and cultural institutions that demand broadcast-quality results. Our approach combines deep expertise in real-time rendering, live event production, and narrative-driven experience design to create virtual environments that feel genuinely alive rather than technically adequate.
The Ocean Outdoor project is a strong example of what becomes possible when virtual production is treated as a creative and strategic opportunity rather than a logistical fallback. By designing the studio as a fully realised broadcast environment from the outset — rather than adapting existing conferencing tools — we delivered an experience that expanded audience reach, strengthened brand presence, and set a new standard for how UK agencies and brands approach hybrid event production. For further context on the evolution of hybrid event formats and virtual production in the UK events industry, visit the Event Industry News resource centre.