Broan Range Hoods
Brief
We were approached by the agency Hoffman York with the challenge to integrate new up and coming products into a large photo campaign. These products only existed in CAD form and some did not even have 3D models.
Creative Solution
We advised the agency how to structure the shoot as a CGI production in order to integrate the clients range hoods virtually into the photography. Since these products were metallic and very shiny, proper reflections and color corrected HDR’s were needed to render the metal convincingly.
The team used an 360° HDR solution that allowed for on-set lighting data to be captured without slowing down the busy shoot schedule. And our scene scale and perspective XYZ-locator tool was invaluable in making sure photography and CGI would line up perfectly in post. We took important on set measurements as final insurance for scene and object scale.
After ingesting the clients assets and modeling the missing products we used PBR surfacing techniques to create high resolution metal materials. These combined with our bespoke HDR’s and the agencies chosen photographer for backplates, gave us everything we needed for our CGI and post production phases.
We were able to setup 3D camera parameters identical to the shoot, matched the lighting and built stand in geometry to catch shadows and project 3D reflections/occlusions.
In-render compositing helped to get quick client sign off on each CGI shot before moving into hi res rendering and post production integration.
After a bit of light handed grading we were ready to deliver a large amount of CGI enhanced lifestyle product images which looked indistinguishable from real product photography.
Credits
Pixteur Studios / Jesse Zamjahn
Client/ Broan
Agency / Hoffman York
Photographer / Siri Berting
Art Director / Jake Magyar