The next time you flip through a catalog of furniture, shop for a vehicle or look online for clothes, the images which you view might not be photography. Rather, they could be a collection of image pixels which have been assembled by a graphics artist which lie on a computer screen.
Last year, the Wall Street Journal (WSJ) carried a brief article about the efforts of a major furniture retailer to shift one quarter of the illustrations in its catalog from conventional photography to CGI (Computer generated imagery) by 2013. There could be a staggering set of savings made from this technological breakthrough. The retailer would print around 210 million copies of its catalog which would span more than 300 pages. In one of the biggest studios in Europe, close to 300 employees would work around the clock photographing room sets which would make up the catalog. The costs associated with this setup would constitute about 65% of the total marketing budget of the retailer.
What instigates a premier global brand to alter drastically the manner in which it markets its products?
When it comes to marketing products, CGI (computer generated imagery) is changing the game totally. The journal article offered a rare glimpse into this booming business which is expected to exceed $1.5 billion globally in sales by 2015. The retailer which we discussed is just one among a large set of companies which are realizing the benefits brought about by CGI both creatively and economically. The auto industry was quick to adopt this new process. For nearly a decade, CG studios in Detroit have provided CGI solutions for major automakers.
There are lots of advantages of utilizing CGI with respect to both creative inputs and costs:
-CGI extends the boundaries of reality: For instance, you could be photographing a car against the backdrop of a wall which is not long enough. Digital artists would be able to recreate the landscape as per your liking.
-No geographical restriction: Photo shoots of cars against backdrops could prove to be costly. With CGI, the company would just send a lone photographer to any geographical location so as to capture the lighting and landscape for that environment. Then, back within the studio, the car would be placed digitally within that setting.
-There would be no further issues regarding weather delays which could ruin a photo shoot. If you are not satisfied with the way the sky looks on your ad, it could be swapped with one with fewer or more clouds. Snow, rain or sunlight could be brought into the picture upon request.
-There would be no need for the company to wait until an expensive prototype appears. A concept car could be advertised prior to manufacturing it, which could cost a large sum of money.
If you are looking to generate computer-generated imagery, you need to hire the services of a render farm. A cinema 4d render farm is a network of computer sharing processor and memory. A render reseller is an authorized agent who is able to resell render services to clients.
Fox Render Farm is a reputed render farm which has got its services opened up online.