MPC and Travlrr have joined forces to launch a Sustainable Automotive Production Solutions initiative built on the ideals of supporting a greener way to produce automotive content that is kinder to the planet.
Each year the global commercial production industry produces thousands of tons of carbon, along with thousands of tons of waste. This happens despite the fact that as an industry we already have the technology available to us to make the majority of all productions carbon neutral and with zero-waste.
MPC and Travlrr’s new partnership will utilize both Travlrr’s highly curated global network of production companies and MPC’s award-winning global network of VFX talent to create lower emission productions where all carbon emissions can be offset.
Usama Al- Qassab, chief growth officer at MPC, said: “The alliance between MPC and Travlrr is a major step for MPC and our clients to create highly engaging content with zero carbon footprint. Many industries have taken great strides to use the latest technology for the benefit of future generations; we believe it is time for the advertising industry to follow suit.”
The MPC and Travlrr partnership allows organizations to significantly reduce their scope 3 emissions associated with producing content on location and in doing so reduce greenhouse gas emissions by over eight times when compared with that of a traditional shoot.
How it works
MPC and Travlrr’s Sustainable Automotive Production Solutions aim to break down industry silos by applying local talent to shoot bespoke live action backgrounds and utilize state-of-the-art technology to put CGI rubber to tarmac, with absolute realism.
Tapping into MPC’s award-winning global VFX teams to create CG vehicles allows for limitless customization, now or in the future. Without the need to re-shoot you can change or adapt any vehicle for another model, another color or to any specification.
Dafydd Upsdell, executive producer at MPC, commented, “Sustainable solutions in the world of automotive production are typically hard to come by but with MPC partnering with Travlrr we have created a viable sustainable offering for all our automotive clients that we hope everyone in the industry can use and adapt as a template in order to reduce our global carbon footprint all without creative compromise.”
In addition to reducing emissions, MPC and Travlrr have partnered with award-winning conservation charity Trees for Life to plant native Scottish Trees in the Caledonian Highlands for each brief commissioned to the platform.
For each brief commissioned to the platform, MPC and Travlrr have both committed to plant trees that will sequester the equivalent of 7.5 tons of greenhouse gas emissions each, capturing 15 tons total over their lifetime. This nature-based solution will compensate for around nine times the emissions produced in the production measured.
Steve Micklewright, Trees for Life’s CEO, said that the initiative “will make a real, tangible difference to our vital rewilding work, and to tackling climate change. It is wonderful news for the restoration of Scotland’s beautiful Caledonian Forest, and it will generate long-lasting benefits for woodlands, wildlife and communities.”
Darren Khan, CEO and Founder of Travlrr, added, “This exciting exclusive partnership with MPC is truly a global first and very relevant in today’s new world. People, businesses and brands have become far more concerned about their local environment and the world we would like to live in. Sustainability is at the core to making those changes and by offering a groundbreaking production solution to the automotive industry that helps reduce marketing carbon footprints, saves time and money. Expanding creativity for content and ads should really resonate with CMOs, investors, shareholders and of course their customers.”
MPC’s recent CGI heavy campaign for Lexus Electrified was created completely remotely through Virtual Studio Production using industry-leading gaming technology; the process was rapid, smooth and utilized real-time technology. The result is captivating, environmentally friendly, future-facing work that delivers in all respects. Technology and MPC’s Virtual Studio Production is enabling any vision to be made reality.