Advertising · MR Factory
The first European studio to combine virtual production with AI trained on its own footage. We shoot with real talent, under contract, on our own stage. AI trained exclusively on that footage takes over the versions, markets and formats a shoot alone cannot cover.
Why now
01 / Why nowLayer · Doc
3 shifts
EU AI Act transparency obligations apply from 2 August 2026, with fines of up to €15M or 3% of global turnover. Machine-readable labelling for synthetic content follows in December 2026. Our model trains entirely on our own footage, with a documented chain of title.
Mass-produced AI content is losing monetisation across major platforms. Human content enhanced with AI remains fully permitted and monetisable, which is exactly what a hybrid shoot produces.
Younger audiences are increasingly sceptical of visibly AI-generated content: it reads as cheap. Hybrid production is the answer, with real capture where it matters and AI where it scales.
Marketvirtual production is estimated at $3.67B in 2026, growing to $7.75B by 2031, a 16.12% compound annual rate. Source: Mordor Intelligence, not an MR Factory figure.
The problem
02 / The problemLayer · Footage
Today
What you are working with today
Every new version, market or brief change means renegotiating schedule and rights again. Likeness contracts signed before 2023 do not cover AI use, programmatic advertising or digital distribution. Cheap generative AI tools produce inconsistent results, and no cloud provider takes responsibility for the final output.
What we deliver instead
MR Factory produces, directs and delivers. You are buying a finished result with clear rights and a responsible party behind it, not a tool you have to learn to operate.
Real talent first
03 / TalentLayer · Doc
Consent first
Every digital double we build starts from a real person’s explicit, specific and documented consent, with a defined scope and duration.
Our model does not replace performance. It replaces reshooting the same performance for every new market.
Talent on set during a real capture session, contract visible in frame, no legible personal data
Quick win
A digital twin of your brand’s spokesperson or influencer. One capture session produces an asset that generates content indefinitely, in any language, on any platform.
04 / SpokespersonLayer · Footage
Quick win
Campaigns built around human talent force you to renegotiate schedule and rights for every new piece. Cost never scales with the value produced.
A capture and training session, production under your agency’s or brand’s brief, and delivery with full rights. The asset is yours to own.
Creative directors and influencer marketing leads who need a spokesperson present everywhere, without rebooking a shoot for every market.
Niche premium
A high-fidelity digital double for premium advertising and film-grade production, indistinguishable from the real shoot in blind testing. The core benefit is the brand’s: likeness rights secured by territory and platform.
05 / DoublesLayer · Doc
Niche premium
Working with recognisable talent means booking fees, insurance and limited availability that make every additional version or market more expensive. Talent who register their likeness as an asset need a way to control it.
A multi-camera capture protocol on our virtual production stage, training on proprietary MR Factory data, and delivery with likeness licensing managed by territory and platform.
Art directors and executive producers who need broadcast-grade quality and airtight likeness rights at the same time.
Built on AI Studio
06 / ICALayer · Footage
In market
Product placement inside the drama series your audience is already watching, versioned by market or advertiser without shooting again. ICA is built on the same engine as everything else on this page.
Product interface in use, no client data visible
Why it holds up
07 / EvidenceLayer · Doc
10 of 11
10/11
Broadcast delivery specs met (Netflix, Apple, SMPTE). Closed AI APIs meet none of the eleven.
Identity stability of 0.07 ArcFace distance across five-minute continuous takes. Most consumer AI tools break down well before the three-minute mark.
Studio estimate, independent validation in progress: a 60 to 70% cost reduction on advertising and branded content versus a traditional shoot, at 95% quality parity.
Already in production
Mediaset España
An ongoing managed deployment, and our anchor client for the broadcast vertical. The graphics are composited into the live signal, on air, every day.
Advertising
Bring us a brief, or come and see the stage for yourself. It is visitable.
08 / ContactLayer · Footage
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