The curtain has been pulled back on the world of possibilities in CGI, like Toto unveiling the Wizard of Oz. More to the point is the speed and cost savings that modern CG practices bring to the production table, which enables creatives to push the boundaries of their ideas and it gets clients all excited about what can be achieved. At Domeble we’ve always strived to be at the front end of CGI processes and immersive tech, and we have created a collection of images that the automotive industry loves to display their products within, and it’s interesting to see how things are changing.
The changes that are evident are, how insatiable the product visualisation worlds have become, having the opportunities to create multiple assets in multiple locations in a short space of time and present them as highly finished images to the automotive design decision-makers. This ultimately speeds up the iterative design process of the development of a car, getting it to market much quicker than ever before, but what about the rest of the CG possibilities that don’t have wheels and go fast? Well, this is where things get interesting.
There is no doubt Ikea are ( and have been for a long time ) leading the way, with how they engage their user base using CG data within room sets, and even creating multiple full CG sets that can be swapped out to suit the consumer, but it is the advertising agencies that are dictating how brands use CGI, and indeed how it can either engage the consumer or enhance the messaging within the advertising. Brands and their agencies are now blurring the lines between what is real, or what is perceived reality, and I think it’s fair to say that we are now in a world that can produce full CG scenes, with full CG products and pass them off as quite believable reality.
It is however also true that there is always the need for great “real world” content that CG products become integrated with, and at some point, maybe it’s already here, we’ll look at an image side by side and ask the question – is it? or isn’t it?
Written by Carl Lyttle – Founder @Domeble