Dirty Looks & Deep Green announce UK-first ethical rendering partnership

Dirty Looks London

Photo by Lavi Perchik on Unsplash

Dirty Looks has committed to move all its computing onto Deep Green’s heat re-use data centres in the next 18 months, leading the way for the media and entertainment industry to create huge social value for local communities. 

Deep Green’s data centres capture heat from the servers and re-deploy it for free, cutting pool owners’ energy bills and reducing their carbon emissions.

LONDON, 29 February 2024 – Today Dirty Looks, the London-based post-production company, and Deep Green, the pioneering UK heat re-use data centre operator, announce that Deep Green’s data centre, housed in a public swimming pool in Exmouth, Devon, rendered high quality film for Dirty Looks, in a UK-first.

With Deep Green’s innovative approach, heat generated as the servers work is captured efficiently and re-deployed to heat the pool, for free. Around 60% of the required pool heat is supplied by Deep Green’s servers saving the pool over £20,000 and around 25.8 tonnes of carbon emissions a year through reduced reliance on fossil-fuel boilers. 

In a first for the sector, Dirty Looks has committed to move the remainder of its computing and storage needs into Deep Green’s heat re-use data centres in the next 18 months, including real-time or overnight rendering and storage. 

Video rendering is an energy intensive process and the data centres that support the industry are traditionally very energy inefficient. This is largely because data centres produce a vast amount of heat and around 40% of the energy consumed by data centres is spent simply to keep the computers cool. 

By capturing and re-deploying heat for free, Deep Green receives efficient cooling making their compute much less energy intensive and more affordable. The more work run on Deep Green’s units, the greater the potential energy and carbon saving that can be passed on to community assets such as swimming pools or homes (as part of district heating networks). 

Tom Balkwill, Founder and Managing Director of Dirty Looks, said, “We are delighted to have led the industry and demonstrated that high-end computing can co-exist with sustainability. Rendering films in data centres that re-capture heat presents a huge opportunity for our sector to benefit the communities we are part of. By cutting the energy bills of swimming pools and lowering fossil-fuel consumption, we are contributing to a healthier and greener local community.”

Mark Bjornsgaard, Founder and CEO of Deep Green, commented: “We are delighted to have partnered with Dirty Looks to facilitate this groundbreaking ethical rendering project. Currently the UK’s film industry relies on inefficient and energy-hungry data centres. Virtually all the heat they produce is wasted, ejected into the atmosphere, providing no social or environmental good to local communities. If the industry is serious about sustainability, this has to change.”