Render-Art

The car in front is a Toyota, or is it?
Creative marketing agencies on opposite sides of the globe have developed stunning photorealistic images for Toyota using 3D rendering hardware from ARTVPS, an industry leader in photorealistic visualisation technology.

London facility Firstbase and Australia-based Leapfrog StrategiCommunications were tasked by Saatchi & Saatchi with producing digital alternatives to traditional photography to be used in separate campaigns for Toyota and Lexus.

Photorealistic rendering hardware from ARTVPS was chosen by both agencies to accurately visualise the vehicles. The specialised ray tracing technology enabled the two agencies to accurately recreate the fine level of detail required in the creation of automotive advertising imagery.

Rendering cars requires a very large data set, with file sizes often over 300mb. ARTVPS technology combines the ability to render these data sets with a realism of materials that is unique. Firstbase used RenderDrive, ARTVPS’ dedicated rendering hardware, to provide maximum performance plus speed that surpassed any other solution on the market.

John Whillock, 3D consultant at Firstbase, said: “ARTVPS’ 3D rendering technology enables us to create truly photorealistic images that even a trained eye would have difficulty spotting as fake. By creating photorealistic images within our studio, we can eliminate the need to transport expensive vehicles to remote photo shoots and have the creative freedom to place vehicles in a variety of environments to meet any advertising brief.”

Leapfrog used ARTVPS’ PURE card to generate photorealistic images for the campaign. The PCI-X rendering card provided a high performance desktop 3D rendering system that was perfect for use in a small advertising and design studio.

Trevor Coates, owner of Leapfrog, said: “There are three incredibly important things that sell the authenticity of car images to design agencies: the naturalness of the tyre rubber, the quality of wheel finish and crucially the refractive / reflective nuances in the headlights, indicators and brake lights. Without appropriate detail in these areas it wouldn’t matter how deep the paint or how beautifully placed a car was, the image would still look like a cheap render. ARTVPS technology addresses these areas and provides truly realistic results every time.”

Brian Tyler, CEO at ARTVPS, said: “Advertising agencies demand the highest quality, original images for use in their creative campaigns, but it’s not always possible to get a vehicle in time for a photo shoot, or to get the best shots when working in secret with a brand new design. ARTVPS’ technology is already being used by automotive manufacturers, enabling styling and design teams to generate ultra-photorealistic, 3D images of new design ideas long before the first prototypes are built. It’s great to now see creative professionals in marketing and communication agencies adopting our RenderDrive technology to produce images so realistic you can’t tell them apart from traditional photography.”

The recent launch of RenderPipe AV5.5 by ARTVPS means increased power for designers everywhere. With improved lighting features and post process image controls, its additional features enable designers to produce natural lighting effects and have greater control over the quality of final images.

For further information, or to arrange an interview with ARTVPS and mental images, please contact the ARTVPS press office: Kim Bithel / Becky Lamont / Natalie Yates Ware Anthony Rust, tel: 01223 566212 / 07917 116983 or email: kim.bithel@war.uk.com / becky.lamont@war.uk.com / natalie.yates@war.uk.com

About ARTVPS

ARTVPS leads the way in the development of photorealistic visualisation systems that generate truly realistic images. Specialising in the development of 3D rendering technology, the company developed the first and only processor designed exclusively to accelerate ray tracing of 3D data. By providing customers with the highest image quality and the fastest rendering speeds available, ART VPS offers businesses real competitive advantage. As such it is already the first choice for visualising 3D data in the automotive, architecture, product design and entertainment industries. The significant cost benefits and time savings are now also being realised by thought leaders in photography and post production where ART VPS is revolutionising practices in marketing imagery

Posted by Anonymous Thursday, October 26, 2006 (15:34:05)