The film and advertising industry has long operated under the assumption that sustainability is someone else’s responsibility. For years, large-scale productions have flown teams across the globe, shipped heavy equipment, and built temporary sets, all in the name of creative vision. But as the world changes, so must we.

The truth is, cutting a few flights and recycling more effectively is not enough. True change demands more than surface-level adjustments; it requires a fundamental shift in how we approach production. We have the knowledge, and we have the technology. What is missing is the collective will to act.

The Industry Awakens

For too long, sustainability felt like someone else’s problem. But that is changing. Brands and agencies are waking up to the reality that sustainable production is not just possible—it is necessary. Many of our clients are already ahead of the curve, integrating sustainable practices into their business models and demanding the same from their partners.

The problem is not a lack of awareness; it is a gap in execution. Strategic agencies are increasingly adept at weaving sustainability into campaign concepts, but when those ideas move into production, they often lose momentum. The focus shifts to budgets and logistical convenience, and sustainable ideas fall by the wayside.

Closing the Gap Between Vision and Execution

Sustainable production should not be seen as a hurdle. It should be seen as an opportunity. Virtual production, for example, eliminates the need for international travel while still delivering stunning visuals. Studios built for green screens and LED volumes are becoming increasingly sophisticated, enabling realistic settings without the environmental cost of transporting people and equipment across borders.

Virtual production is not just a substitute. It is an upgrade. It reduces carbon footprints, cuts costs, and streamlines the entire process. More importantly, it is scalable. One shoot can deliver content for multiple platforms, formats, and languages, all while staying in one place.

Thinking Modular: The Smart Path Forward

One of the most impactful ways to drive sustainable production is through modular thinking. Instead of building massive, one-off sets or shooting content for a single purpose, think in terms of modular assets. Capture content that can be repurposed, re-edited, and reformatted across channels and campaigns. This method not only reduces waste but also maximizes budget efficiency.

Abandoning luxury formats in favor of practical, adaptable production not only benefits the environment but also stretches budgets further. Imagine building a content library from a single shoot that spans global markets without the need for reshoots or international travel. That is the power of modular thinking in sustainable production.

Investing in End-to-End Sustainability

True sustainability is not just about individual actions; it is about transforming the entire production process. From pre-production to post-production, every stage offers opportunities to reduce waste and lower carbon footprints. Energy-efficient equipment, digital workflows, and thoughtful logistics planning can make a substantial impact.

But sustainable production does not happen in isolation. It requires alignment across all stakeholders. Brands, agencies, and production teams must share the commitment to more responsible ways of working.

Courage to Act

Pursuing sustainability in film and advertising is not always easy. It requires challenging long-held practices, investing in new technology, and rethinking traditional approaches. But the time for incremental change is over. It is time for bold action.

As Winston Churchill famously said, “Fear is a reaction. Courage is a decision.” The film and advertising industry has a choice: continue with business as usual or lead the way in sustainable production. At Orb, we are choosing the latter.