In many ways, CGI is similar to traditional photography in that you have a subject, a camera and an environment. The difference is that the subject exists as a 3D model and the camera and studio are virtual.
3D Model
With CGI, everything begins with a 3D model. We can import CAD data or create models from concept sketches or technical drawings. Just as with stock images, there are also libraries of 3D models available that can be used to build up a scene. Here, we have modeled a simple sparkplug, but we are virtually unlimited in terms of what we can model.
Materials and Artwork
Once the model is complete, we apply the materials and any logos or artwork. We have a library of several thousand realistic materials and each one can be modified to exactly recreate the colour, texture and appearance that you require. Again, there are very few restrictions regarding the use of materials, so we could easily make this sparkplug appear to be made from gold, ice or anything else..
We have a vast library of materials. Click to view a larger image
Angle and Perspective
Just like a real camera, we can control the angle as well as the focus of the 'lens' which can create some interesting depth of field. The perspective can be changed to create a more dynamic look to the shot and models can also be duplicated
Rendering Styles
We utilise various rendering software to achieve different styles to the final image. Here, the top image has a more illustrative look than the photo-realistic image below. The use of scratched materials give a worn look to the sparkplug.
Different rendering styles are used according to requirements of the final image
Environment and Lighting
The studio and lighting is where the creativity begins. We can create the perfect studio environment, or we can place models in virtual environments that use nautural outdoor lighting. If studio lighting is used, adjustments can be made to get the exact look required.
Alternative studio lighting effects