ReadySet Studios: Creating Credibility in Virtual Production
ReadySet Studios stands out within the ICVFX space as a studio uniquely founded by filmmakers, specifically for filmmakers. Their mission is more than just operating an LED wall; it's about driving innovation and offering filmmakers the freedom to expand their storytelling possibilities. Unlike traditional studio owners, ReadySet’s founders come from creative backgrounds, which fundamentally sets them apart. This approach has allowed them to build a studio from scratch, designed with a deep understanding of the challenges filmmakers face on set.
A Creative Journey Sparked by Necessity
The journey to founding ReadySet Studios began with a common frustration in the filmmaking community: the repetitive use of the same locations and the waste of resources by building and discarding elaborate sets. This sparked the idea for ReadySet: a space where productions could access versatile, pre-built sets that can be easily adapted for different narratives. As the idea evolved, the integration of virtual production became a natural progression for the studio. Today, ReadySet offers a combination of physical and virtual sets, enabling filmmakers to break free from traditional constraints.
Innovators Striving for Perfection
At its core, ReadySet Studios prides itself on being a team of innovators. The culture within the studio reflects a dedication to pushing the limits of what’s possible in film production. The team, composed of award-winning Dutch filmmakers, visual effects professionals, and creative technologists, is driven by a passion for excellence. They aim not just to be the first in the field, but to be the best—delivering productions that reflect their commitment to quality.
Meet the Team Behind ReadySet Studios
The talented team at ReadySet includes:
Idse Grotenhuis, Founding Partner, Managing Director, and Producer, who brings over 30 years of experience to the studio, combining his production and directing expertise to drive sustainable filmmaking practices.
Florian Legters, Founding Partner and Chief Production Designer, with over 20 years of experience, recognized for his work in Dutch cinema and television, focuses on creating sustainable, innovative set designs for virtual production.
Dennis Kleyn, Founding Partner and VP/VFX Producer, contributes his expertise from the visual effects world, as the founder of Planet X, and his leadership within the Dutch VFX community.
Daan Geurts, Virtual Production Technician, who has quickly become an expert in virtual production workflows, managing the Virtual Art Department on set.
Chris Licher, Partner and CFO, with over 30 years of financial experience in major entertainment companies, lends his expertise in driving the studio's sustainability initiatives. His background includes roles at major entertainment companies like Endemol Shine Group and Warner Bros. International.
Highlight Projects: From Amsterdam’s Town Square to Albert Heijn Supermarkets
One of ReadySet Studios' most notable projects was for the Netflix production IHostage (set to release in February 2025). The project included a fully digital recreation of Amsterdam’s town square, projected on a 52-meter-wide LED screen surrounding a 400m2 physical set. This impressive setup highlights the studio’s capabilities in combining real-time environments with physical set design.
Additionally, ReadySet has worked extensively with Ahold, providing them with a fully digital supermarket environment for their Albert Heijn commercials. This collaboration has allowed Ahold to continue filming without the need for physical store availability—demonstrating the power of ReadySet’s virtual production capabilities.
Memorable Moments on Set: Eva Mendes at ReadySet Studios
One particularly memorable moment occurred during a commercial shoot featuring Eva Mendes. While the production team carefully coordinated to ensure she wasn’t disturbed, Mendes was refreshingly down-to-earth, greeting everyone on set. Her relaxed demeanor stood in stark contrast to the typical Hollywood star treatment, leaving a lasting impression on the team.
Shaping the Future of Film
ReadySet Studios foresees a growing divide between blockbuster films and independent arthouse projects, with short-form content on platforms like YouTube continuing to rise in prominence. Virtual production will play a significant role in bridging these gaps, offering filmmakers more creative flexibility without the limitations of physical locations. ReadySet continues to explore how ICVFX can reshape storytelling, challenging traditional norms.
Committed to Sustainability
Sustainability is at the heart of ReadySet Studios’ operations. The studio uses virtual production to reduce the environmental impact of traditional filmmaking, cutting down on the need for large crews and excessive equipment. In the future, they aim to create a fully self-sufficient studio, powered by renewable resources setting new standards for environmentally conscious production.
Exciting Developments: Bringing the Train to the Studio
Recently, ReadySet Studios partnered with the Dutch railway (NS) to create a fully mobile train set. This versatile set, complete with driving plates recorded in a real train, offers the flexibility to shoot train scenes without the logistical challenges of filming on location. Initially developed for NS commercials, the set is now available for use in film productions, adding another innovative solution to ReadySet’s growing portfolio.
Challenges and Opportunities in 2023
One of the biggest challenges ReadySet faces within the advertising industry is overcoming the reluctance of some creatives to embrace the ICVFX process. Unlike traditional production workflows, virtual production requires a shift towards more pre-production planning. ReadySet is actively working to educate the industry on this process, helping to build trust in this innovative approach to filmmaking.
Learn more about ReadySet Studios