Lights, Screens, Action: How RSS Studios Is Shaping the Future of Virtual Production

Virtual production has quickly evolved from 2D Green Screens into a tool that is now essential in filmmaking of any kind. At the forefront of this evolution stands ReadySet Studios (RSS), a valued partner in the GPN network. Whether it’s large-scale narrative projects, global brand events, or technical innovation, RSS has carved out a name for itself for directors, producers, and brands seeking high-quality, flexible production environments. Through their pioneering work, they not only serve clients but have also built a growing team of specialists: The Virtual Production Collective. Let’s take a closer look at how RSS is redefining what's possible on screen.

The Virtual Production Collective: A New Kind of Network

At RSS, collaboration is the foundation of who they are. Their Virtual Production Collective is a curated network of professionals, each handpicked to meet the specific demands of a project. Through a three-pillar approach (creative, technical, and production), the studio assembles bespoke teams that adapt to the needs of the script, the director’s vision, and the required technology.

Many clients who start with a curiosity about virtual production leave equipped with a new understanding and experience, further adding spice to their own creative processes. RSS believes in long-term relationships built on shared knowledge and mutual growth. The collective is living proof.

Case Study 1: iHostage – Dutch Drama, Global Quality

ReadySet Studios played a key role in the production of iHostage, the first Dutch Netflix Original movie. The gripping thriller, inspired by a real hostage situation at the Apple Store in Amsterdam, demanded realism, but filming in the actual store or on location in Leidseplein wasn’t possible.

The solution? A massive, custom-built LED volume (60m x 6m), projecting a real-time digital twin of the Apple Store and surrounding city square. This virtual set enabled the team to manipulate lighting, crowd scenes, vehicles, and even time-of-day—all in real-time. The result was a highly controlled but visually dynamic environment that elevated the story’s authenticity while saving time and cost.

To meet the spatial demands of the shoot, RSS went beyond their permanent Amsterdam studio and set up a pop-up LED volume in an airplane hangar—a bold move that reflects their flexible approach to production challenges.

Case Study 2: The Crash – Recreating History, Virtually

In the Dutch drama The Crash (Rampvlucht), political turmoil unfolds within the highly restricted chambers of Dutch parliament. Since the real Eerste and Tweede Kamer (Senate and House of Representatives) are off-limits for filming—and their interiors have changed since the ‘90s—RSS stepped in with a virtual solution.

Through ICVFX (In-Camera VFX), they recreated historically accurate versions of both chambers, allowing filmmakers to shoot crucial scenes with unparalleled realism. This use of

virtual environments ensured narrative continuity and visual authenticity without ever setting foot in the actual locations.

Case Study 3: Philips Global Kick-Off – A New Standard for Corporate Events

Virtual production isn't just revolutionizing film and TV—it’s also transforming live events. In partnership with “Stream My Event”, RSS hosted Philips’ Global Kick-Off Event 2025. With over 50,000 employees tuning in worldwide, the event was a marvelous feat in digital engagement.

A 14.5 × 5.5 meter curved LED screen became the central stage, where 200 remote audience members interacted live through emojis and gestures. The result was a hybrid event that felt both global and personal.

As “Stream My Event” noted, “What made this production truly stand out was the immersive experience and the ability to react in real-time.”

Innovation Spotlight: Albert Heijn x RSS

The beloved Dutch retailer, Albert Heijn, is continually pushing creative boundaries—especially in terms of content. In collaboration with RSS, they’re exploring innovative production techniques that blend traditional storytelling with the latest in virtual technology. This partnership isn’t just about shooting ads; it’s about shaping the next generation of brand communication.

From nail-biting thrillers and historical dramas to corporate broadcasts and branded storytelling, RSS Studios proves that virtual production is not a trend—it’s a new way of working in film. Through their work, they’re helping clients reimagine what's possible, building global connections through The Virtual Production Collective, and showing the endless possibilities between creativity and collaboration.