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Modified: 25th Aug 2006 - 11:51:47
Published: 20th Jul 2006 - 13:52:55
Ford launches latest models without automotive photography
For the first time, automotive giant Ford has created preview brochures to launch its latest European models without commissioning a single photograph of the vehicles in question.
Using cutting-edge rendering technology from ARTVPS – a leader in 3D visualisation – Burrows (Ford’s UK-based design agency) has produced marketing collateral that only features Computer Generated (CG) images of vehicles. The images, which are highly realistic and indiscernible from still photographs, were generated by Burrows N.visage using automotive CAD data employed in the product design process. The brochures have been created to support the launch of Ford’s latest Galaxy and S-Max models.
Explaining more, Richard Wright, head of operations at Burrows said, “For Ford, the main reason for choosing virtual photography was creative flexibility. Technologies like RenderDrive from ARTVPS have enabled the creation of such accurate photorealistic images that the world of automotive photography has turned on its head. These solutions mean design and production agencies, like Burrows, can put client’s cars in locations that were previously impossible either because of physical logistics or expensive transportation costs. For example, putting a car at the top of the Alps or inside an architecturally striking but totally inaccessible building.”
Continuing Wright said, “Burrows has been producing marketing collateral for the automotive industry for 35 years. In recent times, we have been tasked with sourcing prototypes and components to photograph. As this process is time consuming, and as parts have become harder and more expensive to locate, Burrows has turned to more technically advanced solutions. We have been creating automotive stills using RenderDrive from ARTVPS for more than five years. Our clients have been so delighted with the results that our 3D N.visage team has grown significantly as has the size of our dedicated render farm. RenderDrive offers exceptional performance, is significantly faster than anything else on the market and means we can create cost-effective, visually engaging literature to promote client vehicles within campaign budget.”
Brian Tyler, CEO of ARTVPS said, “The perception has long been held that ray tracing and rendering techniques are long, laborious and therefore impractical for use in marketing. That position is however starting to change, as reflected in the results Burrows is delivering for its clients. RenderDrive is a unique hardware network renderer designed specifically for high volume projects or departmental use. It can be used independently or, as in the case of Burrows, as part of a larger render farm. Capable of mimicking real world lighting and environmental effects, RenderDrive offers maximum 3d rendering performance and rendering speeds that far surpass any software ray tracing solutions. Burrows is the largest single user of RenderDrive technology in the world. We are delighted its 3D and design teams are using RenderDrive to such powerful effect and producing such spectacular images for big brand names like Ford.”
Computer generated images of vehicles on location are created using a process called HDR imaging (High Dynamic Range). Using a specialist Spheron HDR Camera available from ARTVPS, a 360 degree environment shot is captured that contains all the lighting exposure information from the scene. This detailed image information is then used to accurately reflect the environment on to the computer generated car.
Burrows uses every detail of the technical data obtained from automotive product design engineering teams. This information gives agency creatives the ability to art direct and capture shots of vehicle parts that are physically impossible to reach in a car. For example a cross section of a car with the roof taken off, a view from inside the engine or a shot of underneath the vehicle.
Burrows is now working alongside Ford’s advertising agency to create rendered images for use in tactical marketing communications materials for billboards, press advertising, and in the US, animations for TV advertising. It has also completed production of full brochures for each vehicle featuring a mix of traditionally shot and computer generated images.
Both full brochures can be downloaded from the Ford website (pdf)
S-Max
Modified: 25th Aug 2006 - 11:51:47
Published: 20th Jul 2006 - 13:52:55