The intersection of art and technology
Art in the Cloud is a new multi-platform series from Microsoft that explores the intersection between arts and technology. Through conversations with world-leading organizations and individuals, we explore how they bring their artistic and creative practice to life with the power of Microsoft Azure and high-performance computing.
The seed of Art in the Cloud began out of a conversation with customers using Azure who worked on creating some of the biggest movies of all time and had the technical challenge that surrounded the artistic creation process. In that discussion, I learned there are awesome stories of culture, art, and magic hiding just behind our cloud and I wanted to learn more, delve deeper, and explore the ways Azure and technological infrastructure is making culture possible enabling limitless innovation.
Art in the Cloud
Explore the intersection of art and technology
A new storytelling series on innovation in the arts
This series was born out of a desire for longer form, candid, and artistic conversations about how technology and art fuse in unique ways. The conversation is lighthearted, touching on technological shifts, artistic intent, AI, and more.
As host of Art in the Cloud, my background mirrors the work we are exploring, mixing both art and technology. I believe in the power of story to transform our understanding of the world, and I previously performed on the West End in theater. Years later, I brought that passion for storytelling into technology pioneering the augmented reality (AR)/virtual reality (VR) creative studio at Harvard Business School before working at Microsoft.
We are going through a tremendous time of change and transformation for the creative sector, and it’s important to have meaningful conversations about the role technology is playing.
To kick off Art in the Cloud, we are beginning with an Oscar-winning global visual effects (VFX) studio founded in the United Kingdom—Framestore. We explore how they use Azure to bring flexibility and scale to their rendering pipeline for movies like Guardians of the Galaxy, Barbie, Paddington, Deadpool, Wolverine, and many more.
Framestore: Award-winning VFX in the cloud
The VFX industry stands at the forefront of technological innovation, continually pushing the boundaries of what’s possible in film, television, advertising, and immersive experiences. In recent years, a significant shift towards cloud computing has revolutionized how studios operate, allowing for unprecedented levels of flexibility, scalability, and collaboration. This transition to the cloud represents not just an evolution in computing power but a fundamental change in how creative projects are conceived, executed, and delivered.
Among the pioneers of this transformation is Framestore, a creative studio that has embraced the potential of cloud technology to redefine the future of VFX. Home to more than 3,000 storytellers and innovators, Framestore is a truly global company with studios in New York, Los Angeles, Chicago, Montreal, Vancouver, London, Melbourne, and Mumbai. Framestore has embarked on a journey with Azure Cloud Services to unlock new levels of creativity and efficiency. This collaboration has enabled Framestore to navigate the complexities of real-life production more fluidly, altering the pressure of planning and resource allocation that traditionally comes with large-scale creative projects.
The integration of Azure Cloud Services into Framestore’s operations has brought about a shift in how projects are rendered. Traditionally, the studio relied on on-premises infrastructure, which, while robust, offered limited flexibility and required significant investment in servers and systems that operated around the clock. The move to cloud computing for burst rendering scenarios with Azure has not only mitigated these challenges but also introduced almost infinite scalability. This means Framestore can now burst its rendering capabilities across key sites globally, ensuring that artists have the resources they need, when they need them, without the constraints of physical infrastructure.
Moreover, the adoption of cloud technology has had a profound impact on Framestore’s cost management and operational efficiency. By leveraging Azure, Framestore can dynamically adjust its compute resources, optimizing render costs—one of the studio’s most significant expenses. This flexibility ensures that Framestore remains competitive and can manage its resources in the most cost-effective manner, for its business operations. The global connectivity facilitated by Azure means that Framestore’s artists can collaborate seamlessly, regardless of their physical location, fostering a more integrated and creative environment.
Mel Sullivan, Framestore Chief Executive Officer, said, “When Framestore won the Oscar for Gravity back in 2014 we were working on a small number of film projects a year and only just beginning to expand our global footprint. Now we’re working on more than 30 major film and episodic productions at any given time, and with over 3,000 people working across eight studios and four continents we’ve trebled in size as a company. Allowing our artists to work at speed and scale while collaborating seamlessly with their colleagues elsewhere in the world is absolutely pivotal when it comes to bringing blockbuster projects to life and pushing creative and technological boundaries.”
Framestore’s work with Azure Cloud Services showcases the immense potential of cloud computing in the creative industries and a new integration of technology into the creative industry.
Check out more Art in the Cloud
Stay tuned for more Art in the Cloud episodes as we engage with a wide array of technologists, artists, and creators from various regions to explore their work and how technology shapes their creative output. We’ll delve into the innovative ways these individuals leverage technological tools to enhance their artistry, pushing boundaries and exploring new territories in creativity.
As we continue to feature more episodes, we invite you to follow the narratives and discoveries that emerge at the crossroads of technology and art.
