This ad was made for Renault, the French car manufacturer, when they launched a new Megane model boasting a superior Bose sound system.  The adverts purpose was to suggest that the Bose system in your car is as good as any you would have in your house.

Location scouting for a large enough room with creamy walls and a concrete floor to make the art director’s vision come to life was proving to be too time-consuming. Due to the short production time, I decided to model the room, speaker mounts, wires, console and stereo in 3D. Car doors and carpet are photographed and pasted into the 3D model. This is just one example where CGI has saved time–and money–for a highly creative project.

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CGI animation of the Statue of Liberty. The commercial, for those who don’t understand Dutch, is about winning a trip to New York.

The concept was to create a smiling Statue of Liberty that would appeal to the audience’s imagination. For the background I used a HDRI image of a sky. A flat sky image wouldn’t work–the sky had to move along with the camera as it panned around the statue. Using IBL (image based lighting), the statue reflects the light from the HDRI image, making the two fits seamlessly together.  The trickiest part was to create a believable smile–I mean, it isn’t every day you see a statue crack a grin.

The result speaks for itself.

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As many company’s do, Sigma tend to change their packaging design regularly. Sometimes it is just a new logo design that has to be incorporated but often there is a wish for a complete new design for just a single can or the entire range of products. Sigma is part of PPG, a large manufacturer of paint products for both domestic and professional usage. Their product line is very wide, because of this I advised the client to create a 3D format in which every single new product design can be changed and fit seamless into the existing range of products.

That is something that cannot be reached with photography. You never have 100% same lighting or camera point of view over a longer period. In 3D or CGI as it is called, it is a guarantee for constancy even over years. The handling is made very easy too. Where you had to ship items to photographers to shoot, the client just sent a flat illustrator design by mail and receives a rendered image of the desired packaging with incredible realism, within a day.

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