Computer Generated Imagery

Renders more photo-real than photo-real is photo-real. Render realizm is a thing with us. When we first started pitching our clients on CGI, they were skeptical whether a render could look photo-real. So early on, we set out to get very good with material finishes and light so that our renders would be indistinguishable from images shot traditionally.

Realizm Is In The Details

Without giving all of our secrets away, here is one of our key tenants. The perception of realizm is helped when we carefully craft materials that have imperfections and irregularities. We keep it subtle. But some little something here and there are there on purpose–just like the real thing.

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See-Through It

Sometimes showing what is happening inside is what the client wants. It’s engaging. It’s voyeuristic. It’s informative. Especially when what is inside is what is cool. X-ray, cutaway, translucent–there are lots of ways to peel back the proverbial onion. And, all of these can be animated. Go ahead, pull that slider.

If White Is Right

We can, and do, do large SKU render projects. We manage these just like we do catalog shoots with traditional photography. One of the advantages to rendering is it makes it easy to be consistent from shot to shot and year to year. Catalog renders are typically delivered clipped out with a white background and sometimes with a shadow layer. There are good economies of scale to then do heroes shots, interactive experiences, videos, etc.–all from the same file.

Pen & Ink

Pen and ink, just like the see-through materials we’ve developed has its place. Generally, it plays a supporting role. Some of us in the studio like it because we just aren’t that good with a pen or pencil and a free hand.

Computer Generated Imagery

Realizm Is In The Details

See-Through It

If White Is Right

Pen & Ink

Photography