Virtual production involves merging the real and digital worlds in real-time. This system allows a presenter, standing in a green-screen studio, to appear integrated into a realistic 3D environment that reacts to camera movements, providing depth and perspective.

Company leaders emphasize that this technology optimizes television production by eliminating the need for complex physical sets and allowing greater flexibility in studio usage. As the only company in Euskadi working with this technology, they have developed their own software to ensure efficiency and reduce external dependency.

Among their most notable projects is the implementation of augmented reality for the Itzulia cycling race, which gained significant attention for its visual quality. Currently, the company is integrating artificial intelligence into its workflows to continue innovating in a rapidly evolving sector.