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valis.studio
— Peter Martin
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TRANSMITTING — LOS ANGELES 34.05°N / 118.24°W
EST. 2001 // EP.0247
[ 001 / CH.01 ]
FRAME 00:00:01:14
Pioneer of virtual humans since 2001

WE MAKE THE UNREAL real.

Founded
2001
Disciplines
Immersive Storytelling
Virtual Humans
XR · Live Holographic
Recognition
Oscar nom · Emmy win · Time cover · 2× Sports Illustrated covers

A Los Angeles studio building hyper-realistic virtual humans, multi-modal AI avatars, cinematic stories, and XR & holographic experiences — for the world's most iconic artists, estates, and institutions.

MAKING OF —
THE MARCH · MLK XR PRODUCTION
VALIS & Digital Domain · 2020
Martin Luther King Jr. — TIME Magazine cover, March 2020. Virtual human created by VALIS Studio.
FEATURED WORK —
MARTIN LUTHER KING JR · THE MARCH VR
For TIME Magazine · 2020
1988 — Wired (Channel 4) · MJ Rome & Joy Division FAC 211 1993 — Messiah "Thunderdome" · Rick Rubin / Def American 2000 — SWEET for SHOWstudio · world's first virtual fashion film 2001 — Nick Cave "Crow Jane" · world's first CGI music video 2003 — Victoria's Secret · Producer · CBS broadcast 2009 — Phoo Action · BAFTA Best Interactive Innovation 2011 — Waste Land · Oscar Nominee, Best Documentary 2014 — M.I.A. × Janelle Monáe · world's first holographic duet 2016 — SI Swimsuit VR · 1M+ headsets distributed 2016 — Run The Jewels · NYT VR 2017 — Capturing Everest · Emmy Winner 2018 — Justin Timberlake · Paul Allen's MoPop 2017 — Smithsonian SAAM · room-scale VR directed by VALIS 2020 — MLK · The March VR · TIME Magazine cover 2021 — HARMAN ExPlore · CES 2021 · virtual car & virtual stages 2021 — FTR · co-founder with Nabil Elderkin · Adidas 2022 — KingShip · UMG / 10:22PM 2023–26 — Confidential AI avatar productions · major IP holders & touring artists 2025 — OM: Sound & Vision · co-founder · permanent holographic venues 2026 — VALIS AI · launching → 1988 — Wired (Channel 4) · MJ Rome & Joy Division FAC 211 1993 — Messiah "Thunderdome" · Rick Rubin / Def American 2000 — SWEET for SHOWstudio · world's first virtual fashion film 2001 — Nick Cave "Crow Jane" · world's first CGI music video 2003 — Victoria's Secret · Producer · CBS broadcast 2009 — Phoo Action · BAFTA Best Interactive Innovation 2011 — Waste Land · Oscar Nominee, Best Documentary 2014 — M.I.A. × Janelle Monáe · world's first holographic duet 2016 — SI Swimsuit VR · 1M+ headsets distributed 2016 — Run The Jewels · NYT VR 2017 — Capturing Everest · Emmy Winner 2018 — Justin Timberlake · Paul Allen's MoPop 2017 — Smithsonian SAAM · room-scale VR directed by VALIS 2020 — MLK · The March VR · TIME Magazine cover 2021 — HARMAN ExPlore · CES 2021 · virtual car & virtual stages 2021 — FTR · co-founder with Nabil Elderkin · Adidas 2022 — KingShip · UMG / 10:22PM 2023–26 — Confidential AI avatar productions · major IP holders & touring artists 2025 — OM: Sound & Vision · co-founder · permanent holographic venues 2026 — VALIS AI · launching →
The Studio

Who we are.

VALIS has pioneered the creation of virtual artists since 2001 — two decades before "AI avatar" became a category. Our mission: to revolutionize entertainment and education by creating hyper-realistic, intelligent digital humans in partnership with the world's most important IP owners. To preserve legacy. To achieve a kind of immortality.

Peter Martin (left) on set with Justin Timberlake during the Montana immersive production, using a Lytro lightfield capture array.
ON SET — MONTANA · 2018
Founder + Director

Peter
Martin.

Academy Award nominated. Emmy winning. BAFTA winning. A creative futurist who has spent nearly four decades at the intersection of music, technology, and moving image — from Wired on Channel 4 and Factory Records FAC 211 in 1988, through CREATEC under Lord David Puttnam, to VALIS AI in 2026.

37
Years from Wired to VALIS AI
01
TIME Magazine cover
01
Academy Award nomination
2
Emmy & BAFTA wins

Current work includes confidential avatar productions with major music icons, estates, and entertainment IP holders — shown privately to qualified partners under NDA.

◉ Selected work · in motion

Current showreel. 2026.

Click for sound — fullscreen
Non-NDA cut
Public showreel
More from VALIS
Looking for something specific?
Three disciplines · one continuum

What we do.

01

Discipline 01 Immersive
Storytelling.

A 25-year body of craft across television, film, music video, and documentary — the constant beneath every era, repeatedly first to the next tool. From Wired on Channel 4 (1988) to Phoo Action (BAFTA, 2008) to Waste Land (Academy Award nominee, 2010), and now into the future of broadcast via real-time virtual-production stages (HARMAN at CES 2021).

Television Film Documentary Music Video Virtual Production
Phoo Action — BBC Three drama series, co-created with Jamie Hewlett. BAFTA Best Interactive Innovation, 2008.
02

Discipline 02 Virtual
Humans.

Hyper-realistic digital doubles of the world's most iconic artists, actors, and educators. Any age. Any language. Any career era. A new form of legacy preservation — and an IP holder's dream. Two decades of frontier R&D, from the UK Government's Avatar Lab at CREATEC (1998) to the first virtual human on the cover of TIME (2020). The throughline from SWEET (2000, world's first digital fashion film with a virtual model) to MLK / TIME to VALIS AI in 2026.

AI Avatars Legacy Preservation Voice Cloning Photoreal CG Estate Partnerships
SWEET — virtual fashion film for SHOWstudio, 2000. An early VALIS virtual human work.
03

Discipline 03 XR &
Live Holographic.

The two newest stages. XR — VR, AR, interactive, and metaverse — including Sports Illustrated Swim VR (the only VR project to ship at consumer scale, with 1M+ headsets distributed) and Run The Jewels — Crown (NYT VR, captured on a bespoke 3D 360° camera built by Andrew Shulkind, now SVP at MSG Sphere Studios). Live Holographic — the world's first bi-coastal holographic duet (M.I.A. × Janelle Monáe, Audi A3, 2014) and Justin Timberlake's headset-free Holodome installation at MoPOP, shot on the 9.2K Lytro Immerge lightfield camera with ECCO VR spatial audio (2018).

VR AR Interactive Metaverse Live Holographic
M.I.A. × Janelle Monáe — holographic duet performance for the Audi A3 launch, 2014.
Selected Clients · Partners · Featured In
TIME New York Times Billboard Pitchfork Sports Illustrated Smithsonian CBS BBC Intel Audi SFX Entertainment Tomorrowland Victoria's Secret Paul Allen's Vulcan MoPop Endemol Shine Life VR SHOWstudio Vice SXSW Pophouse TIME New York Times Billboard Pitchfork Sports Illustrated Smithsonian CBS BBC Intel Audi SFX Entertainment Tomorrowland Victoria's Secret Paul Allen's Vulcan MoPop Endemol Shine Life VR SHOWstudio Vice SXSW Pophouse
Selected Artist Collaborations
Nick Cave PJ Harvey Joy Division Michael Jackson Gorillaz Rick Rubin Steve Aoki Dimitri Vegas & Like Mike Claptone Run The Jewels Ray LaMontagne M.I.A. Janelle Monáe Justin Timberlake Sting Mary J. Blige Grimes Usher Whitney Houston Kiss Nick Cave PJ Harvey Joy Division Michael Jackson Gorillaz Rick Rubin Steve Aoki Dimitri Vegas & Like Mike Claptone Run The Jewels Ray LaMontagne M.I.A. Janelle Monáe Justin Timberlake Sting Mary J. Blige Grimes Usher Whitney Houston Kiss
Selected Projects · 1988 — 2026 · Chronological, by Chronicle chapter

Selected work.

Organised in nine chapters mirroring the Chronicle — 1988 through 2024, in sequence. Filter by discipline below.

View
Ch. 01
1988
FAC 211 · 1988
Wired — Joy DivisionChannel 4 · 1 July 1988 · Factory Records FAC 211 · concurrent with Substance FACT 250

Wired — Joy Division

Researched and produced by Peter Martin · Factory Records FAC 211 · Channel 4 · 1988
1988
Bad Tour · 17 min
Wired — Michael Jackson in RomeChannel 4 · 1988 Bad Tour · only crew granted filming permissions · Quincy Jones · Frank DiLeo (Jackson's manager) · Sheryl Crow on backing vocals

Wired — Michael Jackson

Researched and produced by Peter Martin · Channel 4 · 1988
1988
Ch. 02
1991 — 1993
Def American · 1993
Messiah — Thunderdome, 1993. Def American / Warner Music Germany.

Messiah — Thunderdome

Directed by Peter Martin · Featuring visionary Terence McKenna · Commissioned by Rick Rubin for Def American · 1993
1993
WEA · 1991
EG and Alice — "Doesn't Mean That Much to Me"WEA · 1991 · Directed by Peter Martin · Cinematography by Alex Thomson · Featuring Alice Temple & Francis "Eg" White (later: Adele, Florence + the Machine, Ivor Novello Award)

EG and Alice — "Doesn't Mean That Much to Me"

Directed by Peter Martin · Featuring Alice Temple & Francis "Eg" White (later Ivor Novello award winner for Adele, Florence + the Machine) · Cinematography by Alex Thomson (Excalibur, Alien³) · WEA · 1991
1991
Ch. 03
1998 — 2001
Origin · 2000
SWEET — virtual fashion film for SHOWstudio, released 10 November 2000.

SWEET

Produced by Peter Martin · Directed by Nick Knight · SHOWstudio · 2000
Pioneering early deployment of volumetric capture
2000
J-WALK — motion-captured fashion walk cycles by Jay Alexander, animated at CREATEC, 2000.

J-WALK

Produced by Peter Martin · Directed by Nick Knight for SHOWstudio · Starring fashion icon Jay Alexander · Graphics by Peter Saville · 2000
Earliest motion capture at Sony PlayStation Studios
2000
Origin · 2001
Nick Cave — Crow JaneMurder Ballads · World's first CGI music video · virtual Nick Cave & PJ Harvey · CREATEC

Nick Cave — Crow Jane (Murder Ballads)

Produced by Peter Martin · Directed by Dominic Wright at CREATEC · Inspired by the Murder Ballads album · 2001
2001
Ch. 04
2003 — 2011
CBS · 2003
Victoria's Secret Fashion ShowProducer · first televised edition on CBS · pivot from pageant to live-music spectacle · Sting & Mary J. Blige · defined the show's televised presence for two decades

Victoria's Secret Fashion Show

Written and produced by Peter Martin for Done & Dusted · Featuring musical performances by Sting and Mary J. Blige · Starring Gisele Bündchen, Tyra Banks, and Heidi Klum · CBS · 2003
2003
BAFTA 60 Seconds of Fame · 2007
PSYCHEDELIC EXPERIENCEJulia Jason · 2007

The Psychedelic Experience

Produced by Peter Martin · Directed by Julia Jason · Starring Oscar winner Eddie Redmayne and Natalie Press · BAFTA 60 Seconds of Fame · 2007
2007
BAFTA 60 Seconds of Fame · 2007
BEAUTIFUL FLUKEMartha Fiennes · 2007

Beautiful Fluke

Produced by Peter Martin · Directed by Martha Fiennes · BAFTA 60 Seconds of Fame · 2007
2007
BAFTA 60 Seconds of Fame · 2007
NEWSREADERSKen Russell · 2007

Newsreaders

Produced by Peter Martin · Directed by Ken Russell · BAFTA 60 Seconds of Fame · 2007
2007
BAFTA · 2008
Phoo ActionBBC Three · live-action adaptation of Jamie Hewlett's Get the Freebies · BAFTA Best Interactive Innovation

Phoo Action

Co-created by Peter Martin with Jamie Hewlett and Mat Wakeham · BBC Three · 2008
BAFTA winner, Best Interactive Innovation
2008
Oscar Nominee
Waste Land — feature documentary directed by Lucy Walker, Co-Produced by Peter Martin for Almega Projects with O2 Filmes. Music by Moby. Academy Award nominated, 2010.

Waste Land

Co-produced by Peter Martin · Directed by Lucy Walker · Soundtrack by Moby · Almega Projects and O2 Filmes · 2010
Academy Award nominee · 35+ festival wins inc. Berlin & Sundance
2010
Playboy · 2011
Playboy — Imagination6-part interview series · Peter hosts · Michelle Rodriguez · Gaspar Noé · Cary Fukunaga · Bombay Sapphire

Playboy — Imagination

Produced by Peter Martin · Featuring Michelle Rodriguez (Avatar), Gaspar Noé, and Cary Fukunaga · Sponsored by Bombay Sapphire · Distributed by Playboy · 2011
2011
Ch. 05
2014 — 2015
M.I.A. × Janelle Monáe — live holographic performance for Audi A3 launch, 2014.

M.I.A. × Janelle Monáe — World's first bi-coastal holographic duet

Directed and produced by Peter Martin · Starring M.I.A. and Janelle Monáe · Commissioned for the Audi A3 launch · 2014
2014
BTS · 2014
M.I.A. × Janelle MonáeBehind the scenes — with the artists

M.I.A. × Janelle Monáe — Behind the Scenes

Featuring M.I.A. · 2014
2014
Artist Interview · 2014
M.I.A. × Janelle MonáeThe artists, in conversation about Peter Martin

M.I.A. on working with Peter

Artist interview with M.I.A. and Janelle Monáe · 2014
2014
VALIS · 2015
7 FOR ALL MANKINDZERO-G · 2015

7 For All Mankind

Directed and produced by Peter Martin · VFX by Loïc Maes (Lady Gaga videos) · Soundtrack by Moby · 2015
2015
Ch. 06
2014 — 2016
Tomorrowland · 2015
ABSOLUT × TOMORROWLAND2015

ABSOLUT × Tomorrowland

ABSOLUT-commissioned film featuring Peter Martin in his role as Head of SFX Studios · ABSOLUT and Tomorrowland · 2015
2015
Claptone — Immortal. Complete live immersive concert visual identity, 90-minute show, 10–12 directed pieces.

Claptone — Immortal

Directed and produced by Peter Martin · 90-min live immersive concert visual · Starring iconic actress Pom Klementieff · 2016
2016
SFX Ibiza · VR Series
Claptone — IbizaSFX Entertainment · Ibiza · VR film · origin of the "Immortal" identity

Claptone — Immortal Teaser

Origin of the "Immortal" Claptone identity · Starring Claptone · 2016
2016
360° VR
Es Vedrà · Pacha
Steve Aoki — IbizaSFX Entertainment · VR film · Es Vedrà cliff dive · Pacha headline

Steve Aoki — Ibiza

Directed and produced by Peter Martin · EDM VR Series · SFX Studios · 2016
2016
360° VR
SFX Ibiza · VR Series
Dimitri Vegas & Like MikeSFX Entertainment · Ibiza · VR film

Dimitri Vegas & Like Mike — Ibiza

Directed and produced by Peter Martin · EDM VR Series · SFX Studios · 2016
2016
Ch. 07
2016 — 2019
6-Part Series
Sports Illustrated Swim VRSix-part immersive VR series · released via the SI Swim 2016 app · one of the decade's largest consumer VR rollouts

Sports Illustrated Swim VR app — Dominican Republic

Directed and produced by Peter Martin · Starring former cover models Nina Agdal, Irina Shayk, and Hannah Davis · SI VR app · 2016
Over 1M+ headsets distributed — the only VR project to ship at consumer scale
2016
360° VR
NYT VR · 2016
Crown — Run The Jewels360° VR music video · directed and produced by Peter Martin · NYT VR app · WEVR partnership

Crown — Run The Jewels

Directed and produced by Peter Martin · Starring Killer Mike and El-P · Shot on a bespoke 3D 360° camera rig by Andrew Shulkind (SVP, MSG Sphere) · New York Times VR app · WEVR partnership · 2016
2016
Crown — Run The Jewels 360° VR music video directed by Peter Martin. Killer Mike and El-P. Released via NYT VR app with Wevr, 2016.

Crown — Run The Jewels BTS

Featuring Killer Mike and El-P · WEVR partnership · 2016
2016
360° VR
Emmy Winner
Capturing Everest — 4-part VR documentary series for LIFE VR and Sports Illustrated. Produced by Peter Martin. Sports Emmy Award 2018, Outstanding Digital Innovation.

Capturing Everest

Produced by Peter Martin · Featuring athletes Jeff Glasbrenner, Lisa Thompson, and Brent Bishop · LIFE VR and Sports Illustrated · Endemol/Shine Beyond partnership · 2017
Sports Emmy 2018 — Outstanding Digital Innovation
2017
Smithsonian American Art Museum — 'Beyond The Walls', room-scale VR directed and produced by VALIS, 2017 (released 2019). Fully funded by Intel; technical vendors Framestore, XRez, and 8i.

Smithsonian — "Beyond The Walls"

Directed and produced by Peter Martin · Room-scale VR · Commissioned by Intel · VFX by Framestore, XRez, and 8i · Released on Steam · 2017
2017
Justin Timberlake's Montana — immersive music experience directed by Peter Martin for VALIS Studio and MPC, in partnership with Paul Allen's Vulcan Productions, for the Holodome at MoPOP, 2018.

Justin Timberlake's Montana BTS

Produced by VALIS Studio · 9.2K Lytro Immerge lightfield capture · VFX by MPC · ECCO VR spatial audio · Commissioned by Paul Allen for Vulcan Productions · Distributed at MoPOP · 2018
2018
Ch. 08
2020
TIME Cover 2020
Martin Luther King Jr. in The March — produced by VALIS studio with Digital Domain and Juvee, 2020. The first VR experience to virtualize the 'I Have a Dream' speech. TIME Magazine cover feature.

The March VR trailer — Martin Luther King Jr.

Executive produced by Peter Martin · Produced by VALIS Studio · Commissioned by TIME · VFX by Digital Domain · Co-produced by Juvee · Narrated by Viola Davis · 2020
First avatar to appear on the cover of TIME Magazine
2020
TIME · Editorial
Recreating an Icon in Virtual Reality — TIME Magazine's editorial feature on the making of The March VR cover story, 2020.

MLK — Recreating an Icon in VR

Produced by VALIS Studio · TIME · 2020
2020
Ch. 09
2021 — 2024
VALIS for ICON × HARMAN · CES 2021
HARMAN EXPLOREVIRTUAL PRODUCTION · VFX · 35 MIN SHOWCASE · CES 2021

JBL — CES 2021

Directed by Peter Martin · Produced by VALIS · Featuring Giannis Antetokounmpo, Bebe Rexha, and Lang Lang · Virtual production commissioned by ICON · Broadcast at CES, Las Vegas · 2021
2021
VALIS VFX · HARMAN ExPlore · CES 2021
HARMAN ExPVALIS-BUILT VIRTUAL CAR ON VIRTUAL STAGE

HARMAN ExP

Directed by Peter Martin · Produced by VALIS · Featuring a fully virtual set and a fully virtual car built by VALIS as part of the overall virtual production · Commissioned by ICON · CES 2021
2021
0.XYZ · ØRB System · 2022
0.XYZ / ØRB SYSTEMMETAVERSE · WELLNESS · DIGITAL HUMANISM

0.XYZ / ØRB System

Co-founded by Peter Martin with artist Krista Kim · 2022–2023
2022
UMG · 10:22PM · 2022–23

KingShip

Consultancy by Peter Martin via VALIS · Universal Music Group / 10:22PM · 2022–2023
2022–2023
◉ Confidential · NDA

The work you can't see here.

Much of VALIS's current and recent work is under non-disclosure. AI Avatar productions for legacy music estates, touring artists, major entertainment IP holders, and holographic venue partners are not shown publicly.

Selected current and recent work is available privately to qualified partners — broadcasters, estate holders, artist management, venue operators, brand teams, and production partners — under NDA.

Press & Coverage

In the press.

Vice · Creators Project
2014
"Why MIA and Janelle Monáe's Hologram Collab Signals the Inevitable Future of Concerts."
Read the interview
Billboard
March 2017
"Are Biggie & Bowie Next Up for the Hologram Treatment?"
Read the feature
New York Observer
December 2019
"Resurrecting the dead and reversing aging: why actors are worried about CGI."
Read
TIME Magazine
March 2020
"The March — Martin Luther King Jr. in virtual reality."
Read the feature
Fox 11 News LA
2020
"Shockingly real Martin Luther King Jr. created for virtual reality experience."
Read
Pitchfork
2020
"Where can virtual concerts go after Travis Scott's Fortnite extravaganza?"
Read
Pitchfork
March 2023
"Songwriting at the Dawn of AI: When Machines Can Write, Who Is the Artist?"
Read
Pitchfork
2023
"Musicians Are Already Using AI More Often Than We Think."
Read
◉ The name

Vast Active Living Intelligence System

VALIS · identity mark
Two V's, interlocking — signal and receiver.

In 1981, Philip K. Dick imagined VALIS — a vast, divine intelligence transmitting knowledge into the human mind via pink laser beams, piercing a Black Iron Prison of sensory illusion to show people reality as it truly was. He was 40 years early. Today the signal he imagined is indistinguishable from the internet, from artificial intelligence, from algorithmic suggestion reaching into every brain on Earth. A holographic universe. The prison he warned about — a world of manufactured, manipulated, deepfaked reality — is no longer a metaphor.

We named the studio VALIS because the virtual humans we build sit on exactly that line. They can deceive, or they can illuminate. They can be weapons of manipulation, or instruments of craft — extending iconic artists across time, language, and space, preserving legacy, enabling new creativity, and reshaping what a "live" performance can be in an age of avatars.

What's next · Coming Soon

Twenty-five years of craft —
meet VALIS AI.

VALIS is spinning out a new company dedicated to production-grade AI avatars of iconic stars and educators to preserve their legacies and immortalize their work. Built on the studio's two decades of virtual human R&D.

New company. Same obsession. Launching 2026.

Let's build
something unreal.

Studio
Los Angeles, CA
For
Artists · Estates · Institutions · Brands
Founded
2001