The answer to impossible angles, expensive photo shoots and difficult lighting.
The traditional methods of photographing objects for marketing or promotional material are rapidly becoming a technique of the past and are being replaced by many with the rendering of 3D models and the production of computer graphics.
Rapid increases over the past 10 years of 3D effects in everyday day life, from magazine adverts to TV shows and even fully 3D generated feature films, have seen the use of 3D become the norm. Anything you can’t do in the real world can be created in a CG environment and even things that can be created using traditional methods can often be made quicker and cheaper using 3D.
Due to this many firms are now not only asking about the possible use of 3D models to represent their product across a variety of media, but they’re demanding it. Using a 3D workflow allows for striking imagery to be generated and manipulated to show exactly what the client wants in the right environment and under the right lighting conditions. No more impossible angles, no more impossible sets – just the perfect shot!
On top of this, marketing material for new product launches can be produced and signed off before goods have even left the factory. Artists can produce promotional images using computer-generated 3D content from around the globe without having the actual product in front of them!
“Some art directors think if they can’t photograph something they can’t do it. Well that’s not true any more. If you can dream it up, we can figure out a way to do it.”
Rob Magiera – Noumena Digital Case study Courtesy of Autodesk.
Leading 3D software such as 3ds Max from Autodesk and hyperShot from Bunkspeed, are taking full advantage of this growing trend. Integration of typical Digital SLR settings such as exposure, depth of field and lens type means that when setting up images for render, photographer familiar settings are at hand so that images can be produced and set up quickly as if working on a shoot in a studio or on location. Resulting in the elimination of the endless and often technically cumbersome menu systems often associated with photo-realistic rendering.
This type of image creation has become so popular it’s increasingly common for 3D artists to now be asked what sort of digital camera do they own, rather than what 3D software they know, when applying for new work!! With visualisation agencies understanding and appreciating the crossover between the two skill sets and how a photographer’s eye for composition and set up of a frame is the key to producing the life-like 3D images being demanded by clients.