Project Reel
Project Overview
IBM's Sales Kickoff (SKO) events represent Steady Now's largest and most complex production. As Senior Technical Producer of Virtual Production, I was responsible for overseeing all technical aspects of the virtual production pipeline for this award-winning, global, hybrid event that reaches over 20,000 IBM sellers and business partners each quarter.
These quarterly events span four geographies (Americas, EMEA, APAC, and Japan), requiring our team to work around the clock to deliver a seamless broadcast experience that connects presenters and audiences worldwide. Our Brooklyn studio served as the central hub for the entire production, controlling and distributing the broadcast globally through IBM's Video Streaming platform.
Technical Direction and Implementation
Virtual Set Development
I collaborated with freelance technical artists to design and implement a news desk virtual set in the Unreal Engine. To facilitate this collaborative development process, I set up a dedicated Perforce server that allowed our team to work efficiently on the virtual environment while maintaining version control.
The development of this virtual set also involved creating a rough digital twin of our green screen stage. This provided accurate spatial reference for designers, ensuring proper scale and perspective matching between the physical and virtual spaces. The digital twin allowed us to preview camera movements and compositions before shooting, significantly reducing on-set adjustments.
The news desk set served as the central visual element of the broadcast, connecting the various segments of the program and providing a consistent branded environment throughout the event.
Integration and Live Media Management
One of the most challenging aspects of this project was integrating live media feeds into the virtual environment. I developed solutions to bring SDI and NDI feeds directly into Unreal Engine, displaying them on virtual screens and panels within the news desk set. This allowed for dynamic content updates and presentations directly within the virtual environment.
3D Graphs
I also created 3D data visualizations and graphs within Unreal Engine, complete with animations triggered via custom blueprints. These elements were connected to a Stream Deck interface using Bitfocus Companion over OSC, giving operators intuitive control over complex visual elements during the live broadcast.
Camera Work and Virtual Cinematography
To enhance the visual dynamics of the broadcast, I implemented a system that combined physical camera tracking with virtual camera movements. This innovative approach allowed us to create the appearance of dramatic dolly moves and complex camera choreography while maintaining the precision of our tracking system. An example of this can be seen in the above Project Reel.
The RETracker camera tracking system and lens encoder setup that I had previously implemented for our ICVFX stage provided the foundation for this advanced camera work, ensuring accurate and reliable tracking throughout the production.
Global Streaming Infrastructure
As the central hub for the entire global event, our Brooklyn studio needed to both receive and distribute high-quality video feeds from around the world. Our control room served as the nerve center for the entire production, managing the complex flow of incoming and outgoing streams while maintaining broadcast quality throughout. The SRT-based system we designed provided complete control over the show, allowing seamless transitions between live segments from different geographic locations.
Redundancy and Reliability
For an event of this scale and importance, system reliability was paramount. I established multiple layers of redundancy throughout our production pipeline, including:
- Two redundant Aximmetry rendering computers for backup purposes
- Multiple streaming pathways with automatic failover capabilities
- A hot backup of the RETracker Bliss camera tracking system
- Backup power systems for critical equipment
This comprehensive approach to redundancy ensured that the production could continue smoothly even in the event of hardware or software failures, providing IBM with a reliable platform for their critical sales events.
Team Management and Documentation
Beyond the technical implementation, I was responsible for hiring and training camera operators and Unreal Engine operators specifically for these events. I developed comprehensive technical documentation and training materials to ensure all team members understood the unique requirements of the IBM SKO productions.
Due to the global nature of the events, our team often worked unconventional hours to accommodate the various time zones involved. During live broadcasts, I served as the primary technical troubleshooter, and I provided direction for camera tracking calibration and system management.
Results and Impact
The IBM Sales Kickoff events have become a showcase of Steady Now's technical capabilities and production expertise. By creating a seamless blend of virtual and physical elements, Steady Now has delivered a broadcast experience that effectively connects IBM's global sales force, despite geographic separation.
The quarterly nature of these events has allowed me to continuously refine and enhance my approach, implementing lessons learned from each production to improve subsequent events. The virtual production techniques developed for the IBM SKO have since been applied to other client projects.