MR Factory

MR Factory is a Spanish virtual production and hybrid AI studio based in the Madrid metropolitan area. It creates real-time audiovisual content for feature films, streaming series, television, advertising and live entertainment, combining physical filming with digitally generated environments. Founded in 1991, the company began developing real-time 3D environments and visual systems for civil and military flight simulators before applying that experience to audiovisual production.

Its production work brings together studio capture, camera tracking, photorealistic scenery and real-time rendering. The studio uses Unreal Engine to build environments that can respond to camera movement during filming, supporting in-camera effects and integrated virtual production. Its capabilities also extend to digital humans, digital twins, augmented reality for broadcasting and remote production across multiple locations.

Production and digital content

MR Factory offers end-to-end creative and technical production alongside virtual stage hire, environment creation, consulting and training. Its managed production services cover commercials, series and branded entertainment, while its digital spokesperson and cinematic double services support photorealistic representations of talent and brand ambassadors. These services include rigging, multilingual deployment and likeness-rights management.

The company describes its current approach as hybrid AI production, combining physical capture, virtual production and custom generative models. Its Brand Universe offering gives clients a framework for developing reusable branded content from approved production material, with custom models trained and hosted for client use. This extends the studio’s real-time production background into ongoing content services for brands and broadcasters.

Screen and broadcast work

Reported projects include virtual production and photorealistic scenery for the 2021 UEFA Champions League Final Opening Show, real-time environments and effects for Money Heist Season 5, and in-camera virtual production for Sky Rojo. Its commercial and broadcast work includes the PlayStation 5 “Unlimited Access” launch event, corporate content for Moeve and augmented reality graphics for Mediaset España.

MR Factory also serves as the European production hub within the Whisper World group network, connecting its Spanish production and research capabilities with international broadcast partnerships.