This is the behind-the-scenes story of how the Framer Academy studio came to life, and why Joseph refused to do green screen.
What started as a workflow problem in Oregon turned into a custom virtual production studio in Southern California, built around one constraint: hit record and get cinematic results with zero post-production pain.
Instead of a green screen, we built a real-time setup using a 120-inch Ambient Light Rejection (ALR) screen, projector-based environments, and physically accurate lighting. The result is a studio where backgrounds are in camera (can be made by AI), lighting reacts naturally, and the entire system runs on a one-button automation.
Inside the build:
• Why the Sony A7C II saved the project with precise shutter sync (when the FX3 couldn’t)
• How ALR screen physics let us shoot with full studio lighting on
• A fully automated “go time” workflow for instant recording and live-graded output
• Swapping environments on the fly using Cinema 4D renders and AI-generated sets
If you’re building a studio, fighting green screen, or curious what creator workflows look like after post-production, this video breaks down both the how and the why.