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Realising that this exciting visualisation technique offers new creative possibilities and significant financial advantages for location or studio shots, experienced photographers and re-touchers are applying their expertise to 3D rendering using HDR imaging to get the perfect image.
"Using renderdrive we are able to rendering features such as multiple area lights, accurate 3D motion blur and depth of field, secondary illumination, HDRI lighting, and physically based materials, lighting and camera properties." Commented Will Powell, Head of 3D Production at Saddington & Baynes.
Brian Tyler, CEO at ARTVPS commented "High end car photography for marketing can be very costly and time consuming. ARTVPS rendering and HDRI technology enables you to create stunning photo-realistic images locating any 3D model in any location perhaps even long before a prototype is ready to shoot."
What is HDRI?
HDR images of a location are taken with a 360-degree camera or selected from an image library. The images are then imported into 3D software application such as 3ds max or Maya and provide all the reflection and lighting data needed to photorealistically render the 3D model. ART VPS's RenderPipe plug-in software processes the illumination data from the HDR image together with background shots of the location to create accurate lighting for the scene. 3D CAD models placed in the scene automatically adopt the lighting, shading and reflections of the environment when rendered with the ARTVPS’s raytracing hardware.
Modified: 24th Feb 2006 - 11:55:22
Published: 1st Feb 2006 - 01:47:25
Raising the game in automotive advertising
HDR is one of the most talked about topics in the 3D world at present and ARTVPS has adapted its ray tracing technology to take full advantage it.
ARTVPS, a world leader in advanced rendering solutions and developer of the only hardware raytracing solution are finding that more and more photographers and post production agencies are embracing HDR imaging technology to stay ahead of the game in automotive print advertising.
ARTVPS, a world leader in advanced rendering solutions and developer of the only hardware raytracing solution are finding that more and more photographers and post production agencies are embracing HDR imaging technology to stay ahead of the game in automotive print advertising.
Realising that this exciting visualisation technique offers new creative possibilities and significant financial advantages for location or studio shots, experienced photographers and re-touchers are applying their expertise to 3D rendering using HDR imaging to get the perfect image.
Saddington and Baynes, a leading London-based digital post-production studio is using HDR location images combined with ARTVPS's custom ray tracing hardware to create photorealstic images that are indistinguishable from the real thing.
"Using renderdrive we are able to rendering features such as multiple area lights, accurate 3D motion blur and depth of field, secondary illumination, HDRI lighting, and physically based materials, lighting and camera properties." Commented Will Powell, Head of 3D Production at Saddington & Baynes.
Doug Fisher is a photographer specialising in advertising photography who also does his own post production work. Since investing in a Renderdrive from ARTVPS, Doug is experiencing the flexibility that HDR imaging can bring to his work. "In the real world, I might be asked to shoot a car that hasn’t quite got the specifications of what is needed" said Doug "using Renderdrive I can immediately change any aspect of a car very quickly. The finish on a bumper or fender can be changed from rubber, to paint, to chrome."
Brian Tyler, CEO at ARTVPS commented "High end car photography for marketing can be very costly and time consuming. ARTVPS rendering and HDRI technology enables you to create stunning photo-realistic images locating any 3D model in any location perhaps even long before a prototype is ready to shoot."
What is HDRI?
HDR images of a location are taken with a 360-degree camera or selected from an image library. The images are then imported into 3D software application such as 3ds max or Maya and provide all the reflection and lighting data needed to photorealistically render the 3D model. ART VPS's RenderPipe plug-in software processes the illumination data from the HDR image together with background shots of the location to create accurate lighting for the scene. 3D CAD models placed in the scene automatically adopt the lighting, shading and reflections of the environment when rendered with the ARTVPS’s raytracing hardware.
About Advanced Rendering Technology
ARTVPS Ltd. is a world leader in advanced rendering technology and visualization expertise headquartered in Cambridge UK. The company developed the first, and only, 3D graphics processors that can create images of true realism. The quality and speed of conventional software 3D rendering is the biggest bottleneck for the productivity and value of computer generated imaging. Conventional 3D graphics chips do not deliver image quality good enough for final image production. Only a silicon solution based on ray tracing, such as ARTVPS's, has the potential to deliver the required image quality and performance.
ARTVPS Ltd. is a world leader in advanced rendering technology and visualization expertise headquartered in Cambridge UK. The company developed the first, and only, 3D graphics processors that can create images of true realism. The quality and speed of conventional software 3D rendering is the biggest bottleneck for the productivity and value of computer generated imaging. Conventional 3D graphics chips do not deliver image quality good enough for final image production. Only a silicon solution based on ray tracing, such as ARTVPS's, has the potential to deliver the required image quality and performance.
Modified: 24th Feb 2006 - 11:55:22
Published: 1st Feb 2006 - 01:47:25