Created by Barnabas Zoltner - FX Artist

The world of advertising and content creation is evolving at a breathtaking pace. What once required physical sets, real actors, and expensive props can now be achieved with virtual effects (FX) and CGI. Just like the film industry, the advertising world has embraced these technologies, making it possible to place any object, person, or scene into a video—without ever leaving the studio.
 

The Impact on the Piano Industry
 

These advancements have reached our industry too—the piano industry. We are witnessing remarkable innovations, not just in advertising, but also in instrument technology. 

For us, filming a piano commercial has always been an expensive challenge. The physical presence of a piano was essential, and the logistics of moving it or placing it in unusual locations often consumed the entire budget. Some of you may have seen videos where a grand piano was lifted onto a mountain or a yacht by helicopter just for a commercial—an insane cost and logistical effort.

Created with Boris FX

We've also had countless requests from filmmakers to carry pianos onto rooftops only to drop them, burn them, or even have tanks roll over them. Today, a skilled FX artist can achieve the same results at a desk—with just a few clicks.
 

Where Is This Technology Taking Us?
 

We don’t know exactly where this virtual revolution will lead, but one thing is clear: businesses that adapt and embrace these tools will save time, reduce costs, and stay ahead in a rapidly evolving market.

For piano dealers, manufacturers, and retailers, using virtual effects in advertising means spending less money on logistics and focusing on creative, impactful marketing. Those who keep up with these technologies will future-proof their businesses, staying competitive in an industry that is evolving faster than ever.

Created by Barnabas Zoltner - FX Artist