Stock Image of Camera

Sunderland company shoots for award-winning TV show

A cutting-edge Sunderland company is set to see its work showcased on the small screen this weekend, after filming for primetime ITV gameshow, The Million Pound Cube.

Sunderland Software Centre based New World Designs (NWD), a company that specialises in bullet time photography, was commissioned by Objective Media Group, owned by All3Media for ITV to film stunning footage of the Cube’s seven episodes, including its celebrity show, using ultra-high-quality cameras, to achieve mind-bending camera flight paths.

The footage, which will be aired every night this week at 9pm, is the latest in a long line of high-profile projects the company has secured, with clients including Nike, Toyota and Pepsi.  NWD has been commissioned to use their expertise for some of Hollywood’s biggest hits including Zoolander 2, Dr Strange and The Justice League.

Ian Wright, founder of NWD, who lives in Sunderland, said: “There are few people in the country who won’t have heard of, or watched, The Cube, which has been revamped for 2020.

“It was a great experience to work on the show.  It’s surreal to go into the studio and see something you’re used to watching on TV in real life.  We’re delighted to have been able to get involved.”

The Sunderland Software Centre company, which won Creative Industries and Small Business of the Year 2017, 2018 and 2019 Awards at the Sunderland Echo Portfolio Awards, filmed the scenes over the course of two weeks at the famous TV1 studio in BBC’s Television Centre in London.

As well as filming commercials and promotional videos, New World Designs also offers experiential rigs, that can be used as engaging, interactive spaces where brands connect with their audiences.  The company is a world-leader in bullet time photography, which is also known as camera array and time slice photography.  The technology captures “Matrix style” scenes, that separate time and movement to deliver truly unique visuals.

To shoot the footage for The Cube, NWD used 120 DSLR cameras, 15 computers, two miles of wiring fitted around a custom 14m rig, as well as three Red Epic Dragon 6k cameras.  The 19-year-old business was an early pioneer of bullet-time technology, with Ian building a trigger himself back in 2004 that is capable of setting multiple cameras to shoot consecutively, within a fraction of a second accuracy.

Councillor Graeme Miller, leader of Sunderland City Council, which operates Sunderland Software Centre, said: “This centre is home to many fantastic businesses, that are blazing a trail in their field, and NWD is certainly one of them.  It’s fantastic to see them not only winning new contracts, but securing work that will raise their profile nationally and internationally.”

To find out more about NWD, visit and or check out their showreel at  Or to find out more about Sunderland as a place for software, visit, call 0191 561 1194, or email  Or follow @MakeitSund on Twitter for updates from the city.