In the dynamic realm of tabletop production, the year 2024 holds the promise of ushering in exhilarating trends and innovations set to reshape the industry. Navigating this ever-evolving landscape, I wanted to share some of my insights into anticipated shifts and emerging developments.
Our journey, spanning over a remarkable decade, unfolds as a transformative odyssey from a personal project to a collaborative factory. This evolution challenges the traditional directorial role, enabling us to seamlessly integrate creativity from ideation to the final stages of production.
Over the years, one of the main changes I have witnessed is obviously the evolution of technology within the tabletop industry. The transition from mechanical robots to Motion Control marked a significant turning point, revolutionising the way studios operate. What was once rare is now commonplace in tabletop studios, representing a pivotal shift.
Currently, the industry’s focus is on the exploration and integration of artificial intelligence (AI) into tabletop projects, aiming to improve and expedite the integration between CGI and Tabletop. AI has in fact become the cornerstone of my creative process. To delve deeper into the subject I’ll be running a workshop on this topic at the upcoming ADFEST 2024, focusing specifically on how to integrate demo parts more effectively into films. While AI is a powerful catalyst for creative processes, it’s still in its early stages, with full integration expected in 2-3 years. Presently, even though it remains beyond our complete control, AI serves as a valuable asset from a creative standpoint.
What we can do as creatives in this field, is study diverse workflows, explore how to animate images with increasing precision, anticipating a future where AI streamlines tasks, reducing manpower and, consequently, costs.
Even though staying relevant in the industry demands adapting to technological trends, I’d still like to emphasise the importance of preserving the human touch. This extends beyond a mere visual aspect, taking into account production costs by actively incorporating real elements wherever feasible. Our passion lies in crafting visually captivating shots that immerse viewers in a world, be it beauty or food, that authentically reflects our surroundings rather than something abstract. This is totally dependent on the specific needs of each project, but what we are aiming to do is strike a harmonious balance between technologically advanced environments and those prioritising the human element.
From a client’s perspective, what I’ve observed is a growing trend for control over post-production elements, occasionally leading to an excessive reliance on CGI. Now more than ever our role as creatives also means that we need to help our clients navigate through the nuances of CGI and live action, creating visually stunning shots that seamlessly integrate real elements.
What we can expect is a shift away from disjointed product showcases, focusing on integrating product demos into cohesive narratives, offering audiences a more immersive and natural storytelling experience.
However one thing does not change: whether you are a veteran in the industry or an aspiring new director, what’s key is to continue to learn, experiment, and recognise the invaluable fusion of technology and the human perspective. The future of tabletop is poised for innovation and transformation, embracing technological advancements, nurturing new talents, and crafting visually captivating narratives that seamlessly blend CGI with live action. Stepping into this new era, the tabletop industry holds the promise of delivering unparalleled visual narratives.
