THE BENEFITS OF 3D RENDERING OVER PHOTOGRAPHY

THE FADING PHOTOGRAPH

Photography is a wonderful thing. It captures life’s intimate moments, it documents history’s most dramatic events, it freezes memories with the press of a button. But in today’s evolving market, the limitations of photography are becoming more evident.

Advertisers need to promote their products before they launch. Audiences want to know what the latest sports coupe looks like racing on top of the Great Wall of China. In other words, we’re demanding more from our imagery than photography can provide.

PICTURING THE FUTURE

The global market is incredibly competitive, which means companies are racing to introduce their product first. One common problem with this: the introduction of the product will often take place before the product has been created! Trailers are released before a movie has completed filming. Commercials for a new computer are run before the model has been produced. Homes are marketed before construction has even begun. That’s where CGI comes into play.

For the interior shots, in order to make the homes appealing, they must be staged. That means walls must be painted, floors polished and an entire household worth of furniture will have to be purchased or rented. An interior designer will likely be hired to decide where the furniture is placed. Movers will be brought in to do the heavy lifting. After a few days of shooting, the house must be stripped and cleaned, the furniture loaded up and transported to a storage facility…until the next staging.

Doug could have gone an alternative route and saved considerable time and effort. He could have hired a CGI company, like us. Within a couple days our artists would have produced the same accurate, photorealistic imagery for a fraction of the cost.

BEHIND THE SCENES

Even if the product already exists, that doesn’t necessarily mean photography is the most efficient option. For example, Doug’s Homebuilders wants to take photographs of newly-constructed homes and place them on their website. Doug will first have to typically hire an advertising agency to find a professional photographer and schedule the shoot. For the exterior shots, everything has to fall in place at the right time for the photographer. They’ll have to set up the camera in the proper location – often in the neighbor’s yard. They must wait until there are no passing vehicles and all pedestrians must be cleared from the shoot. It has to be the perfect time of day in order to get the right lighting from the sun. If there’s clouds or rain? Forget it. They’ll have to come back the next day (even though they’ll still be paid for today’s attempt.)