Talent, Tech & Tomorrow
Posted on Dec 2, 2024 by Samara Husbands
We pick the brains of Chris Batten, managing director at Absolute Post, to get his opinions on nurturing new talent, the rise of AI and staying ahead in a shifting landscape
Definition: What have been some of the most significant shifts in post-production over the past few years?
Chris Batten: One thing in the post-production landscape that‘s constantly changing is the technology we use, and that’s become all the more true recently with the emergence of AI. We always want to ensure we’re in the position to deliver great work using cutting-edge technology, so we’ve invested a lot into enhancing our facility.
Over the last year, our studio in Fitzrovia, London has had a complete overhaul – we now offer Dolby Atmos sound studios and Baselight colour, as well as brand-new hardware across our CG, VFX, animation, editing and film and TV capabilities. We’re aiming to be more efficient and modern than ever.
Def: How is AI affecting your workflow and where do you see its biggest impact so far?
CB: The impact AI is already having can’t be underestimated, and we’ve certainly seen a big increase in its use within our work. AI can get you a long way fast, and has been a game changer in helping us build pitch-winning VFX treatments. It’s clear we need to run to keep up with the advancements of AI and examine how we develop our business model to keep ahead of the curve.
AI isn’t going anywhere, so it’s our responsibility to harness it in a way that enhances creativity and doesn’t harm the process. Presently, our perspective is that AI is an incredible additional tool available to us, but not an out-and-out solution to creative problems.
We‘re dedicating a lot of time to AI at the moment and it will form a big part of our plans for the coming year. That’s not to say there aren’t limitations to the technology. We’ve worked with various AI software, but there‘s a lack of expert knowledge out there. While pioneering tech can be an exciting, collaborative experience, you‘re often on your own when figuring out the pitfalls.
Def: Remote collaboration has become a staple in many post houses. What are the advantages and challenges of managing a spread-out team?
CB: Since the pandemic, remote work has become commonplace in post-production. It‘s been transformative for us, as it has for many, and makes a world of difference to our team. Everyone has their own lives and responsibilities, so giving our team this flexibility has meant they are happier, more productive and able to do their jobs better.
Similarly, setting up our suites and artists to be able to work remotely has opened up a whole new world of work to us. It means we’ve been able to take on projects that would have been harder to solve pre-pandemic.
In terms of ensuring the quality of output, communication is key. We have one of the best production teams in the business, and their commitment to clear, open communication throughout a project ensures we always deliver the highest-quality work.
Def: With increasingly tight budgets and compressed timelines, how are post-production teams adapting? What strategies are you using to meet these demands?
CB: Being at the sharp end of the process, negotiating the tightening of budgets and timelines is what we do. It’s part of the job. It’s a given that we’re always looking for ways to increase efficiency in our workflow – different ways to solve a brief. Equally, we need to have the confidence to push back when we feel the quality of the work is jeopardised. Our clients actually expect that from us.
Def: As the industry moves towards being more sustainable, what steps are your company taking to reduce environmental impact? Is this something clients are actively pushing for?
CB: It’s definitely something clients are pushing for and there’s an awareness across the industry of our operations having an environmental impact. We’ve made a real effort to mitigate our own contributions by adopting more sustainable practices. As part of the ENVY group, we‘ve partnered with Planet Mark to reduce our emissions. They work with businesses to help them reduce their carbon footprints, all as part of the UN-backed Race to Zero campaign. As a result, we‘re targeting a minimum of a 5% reduction in our annual carbon emissions. This involved a review and rework of all our practices, including changing to greener suppliers, educating our staff and overhauling our technical procedures to find cleaner solutions.
In the long term, we’re aiming to reach net zero by 2050, as set out in the Paris Agreement at COP21. By sticking to our goal of at least a 5% emissions reduction every year, the trajectory shows that we are on course to hit our target well prior to the 2050 deadline.
Def: What skills or knowledge areas do you believe will be crucial for the next generation?
CB: Across any discipline, I think being adaptable is something we’ve always valued at Absolute – and that will be a critical skill for the next generation coming through. Technology is moving at such a rapid rate that staying aware of what‘s being deployed at any given moment and getting familiar with it is so important.
Being able to transfer skills and quickly pick up new ones not only sets new talent apart, it helps them constantly exercise their creative muscles, something that‘s super important when starting out.
It’s also critical for us to make sure we’re opening doors to talent from all backgrounds. Traditional routes, through higher education or university, are no longer the only accessible path into the industry, especially now that technology and software has become so much more accessible. When you can make amazing work from your own bedroom, we have to make sure we consider that and search for talent in the right places.
Def: Looking ahead, what excites or concerns you most about the future of post-production?
CB: I’m incredibly excited for it – as I mentioned, with the democratisation of tech and software, it’s really intriguing to see where the next generation of talent comes from and what they‘re capable of. Of course, with AI leading the charge in altering the post-production landscape and moving at such a fast pace, the biggest challenge – and opportunity – will be navigating the relationship between technology and artistry.
The newly announced tax relief for VFX in the Budget will have huge benefits for film and TV. Its potential impact is huge, not just for tent-pole films – on which VFX tends to be done abroad – but also on homegrown talent and independent production. The future of the industry will favour those who are adaptable, open to learning and interested in integrating innovative tools while preserving the unique signatures of human touch that define great storytelling.
This feature was first published in the December 2024 issue of Definition.
