In the thrilling world of advertising photography, the automotive sector is the most challenging one. Huge budgets, great technical effort, bodacious locations. The major league of high class photo production.
On location in the breathtaking scenery of a jagged desert canyon: a descending sun produces what we reverentially call “the magic hour”. Bustling activity within the crew. Lights are being set up. Final camera check. On a cliff, at the edge of a humungous gorge, there it stands: a little metal box with a strange glass dome on top …
A new trend is evolving: Car photography without cars.
It´s true. On more and more photo production sets for car advertising, the car is missing.
The magic word is RBV. Reality Based Visualisation. A technology invented by the german company SPHERON VR It is based on the SPHERON CAM (the little metal box), a camera that produces HDR (High Dynamic Range) images. Those capture the complete range of light information of the photographed surroundings. Now all the photographer has to do is take the picture. Without the car.
Back home, the real work starts: The car company supplies the post production with CAD data of the car. And combines it with yet another amazing technology: BRDF. Bi-directional Reflection Distribution Function, which calibrates a material´s reflection attributes.
Now the data is merged into the final picture. Of the car standing on the cliff at the edge of the gorge. Extensive image refining and color correction make the whole thing perfect.
The outcome is high class car photography. That looks very real.
In Germany, one company has taken this technology to perfection: ZERONE CGI.
But what´s next? Fashion photography without models…?
Aug 5, 2007 at 1:15 am
[...] Source and Read More: madvertising [...]
Aug 6, 2007 at 3:37 am
Wow! That’s really neat. The way that the public is getting increasingly familiar with 3D graphics, they may not notice anything different at all. It makes the car look flawless – perfect – something no car or person could achieve.
Aug 25, 2007 at 12:27 am
Fashion photography without models? You’re not going to believe it, but we have actually been working on that one! The problem is that the BRDF of hair is very hard to measure.
I am working for SpheronVR, by the way
Jul 13, 2008 at 8:43 am
You guys suck.
How about this: We create a computer program that does what you do–without YOU!
LOL
I’m actually ok with it as long as you can get to the point where you can program some how young models that look like humans but are only machines.
Smells like Matrix in here.
Aug 27, 2008 at 3:23 pm
I’m not so sure that they “invented” this process (though they probably designed their own workflow). This looks like the same idea as Paul Debevec’s work.
They also have a lot of CG cars in TV commercials.
2- Right now we’re not so good at making CG humans.
Mar 3, 2009 at 8:06 am
Hello webmaster
I would like to share with you a link to your site
write me here preonrelt@mail.ru
Mar 28, 2009 at 7:46 pm
Hello!
Very Interesting post! Thank you for such interesting resource!
PS: Sorry for my bad english, I’v just started to learn this language
See you!
Your, Raiul Baztepo
Apr 7, 2009 at 8:54 pm
Hello !!!!
I am Piter Kokoniz. oOnly want to tell, that I like your blog very much!
And want to ask you: will you continue to post in this blog in future?
Sorry for my bad english:)
Thank you:)
Piter Kokoniz, from Latvia
Aug 27, 2009 at 6:57 am
There is another guy making amazing CGI cars. He works for citroen design. Look at his renderings http://www.laurentnivalle.fr/cgi.html
Oct 3, 2009 at 11:04 pm
Congratulations Doug
The next step is create art without artist
Photos without photographers
Painting without painters
And whatever you want, but always without YOU!
You will see the life passing through and your value… Maybe it could be constructed by some computer software !!! ah ah ah
RVB wonderful or terrible , you choose!
Apr 20, 2011 at 6:32 pm
[...] class car photography. madvertisingblog.wordpress.com [...]
Jan 25, 2013 at 3:06 am
Thanks for the tips you are revealing on this weblog.
Another thing I would really like to say is getting hold of
of your credit history in order to inspect accuracy of any detail would be the first
motion you have to execute in credit restoration. You are
looking to freshen your credit profile from harmful details mistakes that wreck your credit score.
May 17, 2013 at 11:20 am
General Isaac Gunship, USAF retired, is always there, and he laughs.
Love can happen at any time along the way as we stained the front porch, created a walk way with an inset art stencil and designed a border around the carport area.
The good news is thaterectile dysfunction brought
on by the AIDS epidemic over how and when poor nations should be allowed to seize patents on important medicines.
Is the iPad 2 look like. Aside from having to learn a musical
instrument.