Dimension

Dimension Studio operates at the convergence of entertainment and technology, providing end-to-end virtual production services for the media industry. Originally established in 2014 as Hammerhead VR by co-founders Simon Windsor and Steve Jelley, the company initially focused on immersive content. Windsor’s prior experience with String, an early augmented reality platform, laid the groundwork for the venture's direction. A pivotal moment occurred in 2017 when the company, in partnership with Microsoft and Digital Catapult, launched Dimension Studio in London. This made it the first UK licensee of Microsoft's Mixed Reality Capture technology, setting a new course for the firm in advanced digital production.

The studio's business model centers on providing comprehensive creative and production services. Its clients include major film studios, broadcasters, and global brands, such as Apple, Sony Pictures, and Balenciaga. Revenue is generated on a project basis, offering services that span from initial script development and visualization to final in-camera visual effects (ICVFX). The company also engages in co-production agreements, partnering with producers and studios to co-finance and create content. Bolstered by a multi-million-pound investment from Growth Catalyst Partners in 2024, Dimension is expanding its international presence and production capabilities in the UK, US, and Europe.

Dimension’s core service is its state-of-the-art virtual production pipeline. This includes the use of large LED volumes where actors can perform in photorealistic, real-time digital environments, a technique used in productions like "Masters of the Air" and "Those About to Die". A key technological offering is volumetric capture, which uses 106 cameras to record human performances from every angle, creating hyper-realistic digital humans and digital crowds for use in films, music videos like Coldplay x BTS's "My Universe," and immersive experiences. The studio further enhances its capabilities through partnerships, such as operating DNEG 360, a division of visual effects company DNEG, and collaborating on studio complexes that feature some of Europe's largest LED stages.

Keywords: virtual production, digital humans, volumetric capture, real-time production, motion capture, in-camera VFX, LED volume, immersive content, virtual reality, augmented reality, mixed reality, film production, television production, virtual art department, Unreal Engine, Simon Windsor, Steve Jelley, DNEG 360, Microsoft Mixed Reality, entertainment technology, virtual worlds, 3D content creation, cinematic VR