Generate UK on : Computer Generated Photorealism

Many companies today are realising the benefits of CGI. Industries everywhere are replacing their entire film sets and images with CGI. Indeed, 75% of Ikea’s 2016 catalogue product shots are CGI renders! Post editing can help tell the story with significantly reduced costs and with thanks given to readily available and powerful 3D software, artists can now achieve imagery which is so real it is almost impossible to distinguish from real life imagery.

High end products now rely on enhanced CG shots for sales purposes. These can be generated from the drawings modelled in 3D during the design process.

The advantages of these new technologies are endless. The ability to enhance, amend or remove products form large group shots and reproduce high quality pictures in seconds prior to large runs on busy print run schedules is priceless.

Architects are using photorealism along with real sell their buildings using virtual reality and this carries time walk throughs to help over to the increasing popularity of photorealism in gaming.
75% of the IKEA catalogue utilises photorealistic interior imagery.

Games such as Grand Theft Auto 5, Far Cry Primal and Tomb Raider are allowing Games to out sell movies in terms or raw box office ticket sales.

Combining photorealism with cartoon animation in recent years has created a brand new style in movie production. Mixing large eyed playful characters with the realistic skin, hair and clothing material and textures, offering the audience a stimulating and more enriched viewing experience.

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Achieving Photorealistic CGI requires these 4 main building blocks:

1: Modelling/Sculpting

Matching the scale and proportions of real world objects.
Adhering to the realism of forms in the real world; for example their structure, shape and anatomy.

2: Materials

Creating realistic materials which offer accurate representations of materials in the real world. Many factors must be considered including roughness, reflectivity, translucency, texture and surface imperfection to highlight a few.

3: Lighting

Lighting that matches the colour direction and intensity of light in the real world. It’s always  important to consider the direction and intensity of the different lighting sources and to ensure the correct colour of the light.

4: Post-Processing

To reproduce the imperfections produced by real life cameras including depth of field, motion blur and light distortion such as glares and flares.

As a full service marketing agency, Generate UK feature 3D graphics as part of the design skill set. Photorealistic graphics have been used to accompany campaigns in the form of static assets, room interior shots and short animation explainer videos.

If you would like more information on this service or if you are interested in finding out how we can provide 3D graphics to support your business needs, please get in touch.