Unveil the potential of CGI
The changing picture of image content
The way we produce image content is changing, literally before our eyes. We’ve always used visual media to sell things. It’s logical, really - if you’re selling to people at a distance, then you need to produce a visual representation of what you have for sale. For the last 150 years, that process has involved a camera, but now advancements in computer generated imagery mean that CGI images are now commercially viable as a means to create those invaluable visuals.
Most consumers, when they take to their screens and devices, have no clue as to whether they’re looking at a photograph or a digitally rendered image, and for the most part, they don’t care. What they want is accuracy, because accuracy breeds trust.
Seeing is believing
Poor product representation is one of the biggest barriers to purchase. As consumers become increasingly digital in their shopping habits, they expect to have the same level of visual interaction as they would viewing an item in store. Multiple angles, an image they can manipulate, full product visuals of every colourway and texture, for example. But producing (or procuring) an entire product range and shooting it to consistent accuracy is cost prohibitive for even the biggest brands. That’s where computer generated imagery comes into play.
“…consistency and quality of product images directly impact conversion rate.”
Betsy Emery
CEO, TELLUS
Spot the difference
CGI shouldn’t be seen as a rival to traditional photography; they are two sides of the same coin. Both have strengths and applications that can benefit your brand and content output in some unexpected ways.
For example, take a look at these two images. Can you tell which one is a real room set that has been constructed and shot in a studio, and which is entirely computer generated? We’ll give you a moment to think about it.
CGI is more than just good mimicry. In creating a CGI render you are producing an editable digital file that can be altered and updated as your product catalogue widens, and packaging evolves over time. You can quickly and easily update your CGI images in response to promotional periods, newly released colourways, limited edition packaging, or react to marketing opportunities on the fly.
You can produce in bulk, too. What could be two days of 9-5 studio time, not accounting for the time taken to catalogue, procure and ship a full range of suitable samples beforehand, can now be produced in-house much more efficiently. And unlike a room set or lighting set-up which needs to be dismantled at the end of the shoot, once you’ve created the wireframe of your product, it is available to use again at a moment’s notice with no costly set-up fees.
Of course, the greatest USP of CGI is that it can be created in absence of your product. If you’re craving a suite of marketing consumables but are still bogged down in the mire of mock-ups and pre-production, then a CGI render of your product can bring your marketing to life far in advance of packages actually hitting the shelves.
Keeping photography in the frame
Photography still has an unrivalled place in content creation, and that’s as much to do with the eye behind the lens as with the image being produced. Traditional photography allows for artistic interpretation.
If you’re looking to tell a story with your imagery, to take the consumer on a journey, then a professional studio with an exceptional photographer is the route to choose. Great photography can elevate a brand, and is the right choice for hero imagery, lifestyle and location photography. And it’s worth noting that photography can still be used in conjunction with CGI – the two aren’t repellent of one another. Our two studios, as with all of our in-house teams, work in very close collaboration with one another.
Revealing the truth
Back to our two images. Did you guess the first image? Then you’d be right! To the average viewer, it is becoming almost impossible to tell photorealistic CGI from traditional photography.
That’s because our CGI specialists have an exceptional eye for detail, a legacy from our years as a dedicated repro and colour management studio. The skills we’ve honed from years of colour correction and image manipulation have given us a great talent base to create a CGI studio that consistently produces exceptional work that always delights and amazes our clients.
If you’re looking to release the full potential of your marketing content and want to harness the power of Computer Generated Imagery for your next campaign, then please do get it touch
Further reading
Packshot photography →
A packshot is a still or moving image of a product, usually including its packaging and labelling. They are simple to set up and allow for high volumes to be photographed in a session.
Product photography →
When we look at a product, we look at what it does for people, the mood it evokes, and its function and then work out how to shoot it.
eCommerce imagery →
With e-commerce growing year by year and greater use of mobile devices, quality imagery is more critical than ever.
CGI imagery →
CGI is one of the fastest growing areas in content generation because of its many advantages over conventional photography, improvement in quality and cost-effectiveness.