In virtual production, women represent less than 20% of technical roles. Breaking through isn’t just about shattering glass ceilings, it’s about breaking through green screens, LED volumes, and the persistent myth that emerging technology is a boys’ club.
That’s why, as part of our Women in Virtual Production series, we’re spotlighting Laura Sullivan, an Emmy Award–winning creative producer whose career spans agency, vendor, broadcast, experiential, and real-time production.
Known for bringing clarity, calm, and creativity to complex projects, Laura has built a reputation as the kind of leader who can guide teams through high-stakes productions while making the process feel effortless and fun.
The “Accidental” Pioneer
Like many in emerging technology, Laura didn’t start her career with virtual production in mind. Her path was shaped by curiosity, opportunity, and a willingness to say yes to challenges that felt just beyond reach.
“I didn’t set out specifically to work in virtual production. It was more a case of the right opportunity meeting the right skill set. I’ve always thrived in entrepreneurial environments, and emerging technology represents the ultimate entrepreneurial frontier.”
She began her career at boutique agencies, working in design, traffic, and production roles, an environment that taught her how ideas actually get made inside real schedules and real budgets. Those early years built the foundation for her approach as a producer: not just managing projects, but building systems and environments where creative teams can thrive.
From there, she moved into agency-side production and then vendor-side leadership, eventually stepping into executive producer roles overseeing global teams across live action, animation, and post. By the mid-2010s, she was leading complex international productions and building scalable pipelines for fast-moving commercial and broadcast work.
Building a Real-Time Studio
In 2017, Laura joined forces with Silver Spoon, a New Jersey–based studio that was beginning to explore real-time workflows and Unreal Engine–driven animation. Together with the leadership team, she helped transform the company into an Emmy-winning virtual production studio, overseeing production strategy, team building, and operational growth.
It was a period defined by rapid evolution.
When the COVID-19 pandemic disrupted traditional commercial production, Silver Spoon pivoted toward broadcast sports.
“Our focus shifted from commercial production to applying our real-time expertise to industries that were still active—namely broadcast sports”.
That pivot led to procedural crowd systems, nationwide AR broadcast operations, and mixed-reality graphics for major sporting events. The work eventually expanded into entertainment, events, and LED-volume virtual production.
Over time, Laura’s role grew beyond production into company-wide leadership, overseeing business operations, production, technology, and organizational strategy during a period of major growth, including the company’s 2023 acquisition by AE Live.
The Super Bowl Moment
“Super Bowl LVIII was a defining moment,” Laura says.
For the broadcast, her team delivered AR graphics - powered by Pixotope - for both the CBS main broadcast and the Nickelodeon simulcast, deploying 32 people, 45 servers, and managing 15 tracked cameras across five different tracking protocols.
“This project was the culmination of years of work, innovation, and team building. It was made possible through collaboration, client trust, rigorous planning, and a shared creative vision. Its success was one of those moments where you truly feel, this is why we do what we do.”
That work became part of a landmark year: Laura was part of the teams behind multiple Emmy-winning broadcasts, including ESPN’s Toy Story Funday Football and CBS and Nickelodeon’s Super Bowl coverage, projects that blended real-time animation, AR, and live broadcast at an unprecedented scale.
The Curveballs That Make a Producer
While the awards are impressive, Laura is quick to point out that production is rarely glamorous in the moment.
“I was producing a milk commercial shoot in rural Poland. The night before our shoot, we learned that our featured herd of cows couldn’t travel due to illness… But we rolled with it, shot the footage, and digitally ‘enhanced’ the cows in post. It was an absurd solution, but it worked - and gave new meaning to the phrase ‘fix it in post!’”
Stories like that shaped her approach to leadership:
• Always have a plan B, C, and D
• Communicate clearly with clients
• Bring solutions, not just problems
• Stay flexible
Over time, she distilled those lessons into a broader philosophy built on curiosity, adaptability, experimentation, and inclusive collaboration.
Leadership in Emerging Tech
Laura’s work sits at the intersection of art and technology, but she believes the most important part of the job is people.
“I believe great work happens when people feel supported and empowered. No matter how complex the project, I try to bring a mix of calm, clarity, and humor to the process.”
When asked about women in production and VFX, she’s candid:
“There is still a tendency to frame women in production or tech as exceptions or anomalies, which can unintentionally reinforce the idea that we’re operating from a disadvantage.”
Her response is simple: change the narrative.
“It’s time to shift that narrative—from asking how women succeed despite obstacles, to simply asking how individuals are growing, innovating, and leading in this field.”
She credits many of her most positive experiences to teams built on respect and collaboration.
“I’ve felt most supported by those who treated me as a capable professional… These experiences have shown me that real leadership isn’t about being the loudest voice in the room, but about making space for others to step up and succeed.”
The Next Chapter
Today, Laura is working independently as a freelance producer, executive producer, and project manager across virtual production, AR, experiential, animation, and broadcast.
“I’m particularly excited about the potential of generative AI to accelerate ideation and visual collaboration.“
Her focus hasn’t changed: doing great work with creative, collaborative, and kind people.
Her advice to those entering virtual production reflects the same grounded optimism that defines her career:
• Be patient - good things take time
• Stay open to unexpected opportunities
• Lead with kindness
• Build relationships with people you genuinely like
The Future Is Collaborative
Laura’s vision for the industry is less about technology and more about culture.
“I hope to contribute to a more inclusive and collaborative industry overall, for all kinds of people. Some of the most insightful folks I’ve worked with came from outside traditional production paths. We need to keep welcoming new voices and approaches.”
It’s that blend of technical ambition, operational clarity, and human-centered leadership that defines Laura Sullivan’s career - not just a woman in tech, but a producer helping shape how the next generation of media gets made.
COMMENTS