“Virtual Production, If Used in the Right Way, Will Be Here to Stay”
Having worked at production company Wenneker.Amsterdam since 2007, Robert Verberne was appointed co-CEO alongside Liesbeth Timmer in June of this year. With the new role, his main responsibilities are leading the execution of long-term strategies, identifying expansion opportunities, and staying informed of industry developments.
After completing a degree in international media and entertainment management at Breda University, as soon as Robert stepped foot onto his first television set and saw the magic behind the screen, he was hooked. Since then, he’s worked with brands such as Philips, Henkel, TPVision, Vorwerk, Wallbox, Essity, and Randstad – working with Phillips for over 13 years to this point. Streamlining production processes, generating efficiencies and collaborating to decouple creativity and production have been at the forefront of his efforts so far.
Taking the time to share his experiences so far and his journey into the industry, he sits down with LBB’s Nisna Mahtan to share the significance of virtual production and how he adds value by challenging himself with every project.
LBB> When did you first realise that a career in the creative industry was the right path for you?
Robert> The minute I set foot on set, in my case the set of a television show. There was something special about the energy, the buzz of it all. It was during my first internship, and everything just clicked and I knew I made the right choice.
LBB> From that point onwards, what did you study and what skills did you hone to get you to where you wanted to be?
Robert> I took up international media and entertainment management at Breda University. I wanted a broad view of the industry to figure out my niche. But once I dabbled in production, I knew it was my calling. I've always believed that with the right mix of dedication and eagerness, you can achieve great things. As a producer, it’s about more than just logistics. It's about teamwork, connecting with the director and the crew, a partnership with clients, and together, creating something memorable.
LBB> What was the first project you worked on and what did you learn from that experience?
Robert> My first project at Wenneker.Amsterdam was a series of online films for different clients. Diving into advertising was a whole new ball game for me, especially coming from a television background. One of the first things that struck me was the meticulousness of the process. With TV, it's one kind of challenge, but in advertising, every shot needs the nod from both the director, the client and agency, precision is the name of the game.
Stepping into the producer role, I realised the significant influence I could wield over the project's success by really staying sharp, knowing what I was doing inside out, and always keeping my eyes on the prize. It turns challenges into triumphs and makes you as a producer vitally important to a project.
LBB> Since then, what have been some significant pieces of work you’ve been involved in?
Robert> It's been a journey from my first job at Wenneker to being the co-CEO of Wenneker Amsterdam and a partner at PAKT. Leading bigger teams for bigger multi-asset productions for our multinational clients.
One of the standout projects at Wenneker.Amsterdam which still resonates with me has to be the Philips Lumea campaign. It wasn’t just any other project; it was a true multi-asset production for which we had to solve the content puzzle using all facets - film, photography, CGI, and social content, all packed into a whirlwind 14-day shoot.
But that was just the beginning. With each project, I want to set the bar a bit higher, constantly challenging myself and the team. Whatever we create should have the quality and essence to shine on TV, with no compromises.
Innovation fuels me. I'm always on the lookout for cutting-edge tech to weave into our projects. Our KitKat-meets-Lord of the Rings fusion was shot entirely in a virtual production studio using Unreal Engine. It wasn’t just about using cool tech, but really using it to deliver high production value efficiently. The result was cost-effective, visually stunning, and packed a punch in terms of impact. And I have to say, I'm immensely proud of what we accomplished there.
LBB> In your opinion, what is the key to creating content that engages people on a global scale?
Robert> Every market is different and what we’ve become particularly good at is delivering content on a global scale but with a local relevance. Whether that is shooting the same scene of a TVC with multiple ethnicities or creating packs in 3D to do product replacement with.
Our way to do this is within the PAKT ecosystem. Eight highly specialised companies in three countries working together on big multi-asset productions for multinational brands. This way our clients get the benefits of working with small specialist teams but at the same time leveraging the power of 150 content professionals.
LBB> More locally, what is the industry in the Netherlands like and what are some of the nuances of the market?
Robert> Holland has always been an early adopter of all things digital and online. The Dutch don't shy away from an experiment and that has given us a distinct advantage over the years. Before Facebook even there was a social platform in Holland called Hyves 60% of all Dutch people were on it and it gave us the chance to do amazing online social campaigns long before the rest of the industry. You could say online is in our DNA.
LBB> With new technology taking over, what are some of the innovations which you believe will stand the test of time and continue to be used in the future?
Robert> I truly think that virtual production, if used in the right way, will be here to stay, especially with Unreal becoming more widely used and easier to create content with. And obviously using AI to automate and create content is something that we’re working with already really providing our clients with added value to their propositions. Here the power of PAKT shines through. Together with our companies in Sweden and Belgium, we are already delivering AI and VP-assisted campaigns on a daily basis. Never mind the inspirational workshops, let's use these tools today!
LBB> In the production world, what are some of the debates which are on people’s minds?
Robert> I think the most relevant debate that is happening is around the decoupling of production and creativity. Making sure that budget is used in the most efficient and effective way possible. Meaning that creatives are involved and responsible for the creative but the production is independently responsible for the execution of a project. Working together in a triangle with client and agency speeds up communications and spending the money in front of the camera instead of the layers of account management.
LBB> If you had to give your younger self one piece of advice, what would it be?
Robert> What I would like to tell myself and what I tell every young producer at Wenneker.Amsterdam is that you should try to find challenges in every project you do, no matter how big or small, every project has that one little thing that can truly make the project better. If you do that, you’ll bring the added value that a project needs and surprises a client.
LBB> Is there any work we should keep an eye out for in the next few months?
Robert> There’s so much great stuff we’ve been working on. Just finished a four-day shoot for a new OneBlade project. Next week we’re shooting a big campaign for Floor Care for Philips Domestic Appliances. And we’re collaborating with Nosh on the new Starbucks campaign for the end of the year. And one thing I'm really excited about is that we’re about to shoot a global campaign for Mother & Child Care together with LePub and director Rune Milton for Philips.
