Take the "Fake or Foto” Challenge

Today we're presented with images in movies, on TV, and in the press that are of such good quality we don't even think to consider whether the picture is of something that exists in reality or if it was generated by computer software. Movies can be considered as being at the high-end of the range of uses for computer generated imagery that mimics real-life, but there are many more day-to-day examples that challenge our ability to tell what's real and what's not.

3D rendering and visualization is an affordable technology for quickly and realistically depicting products or architecture visually. When a product, program, or concept is still in its early stages 3D rendering can be used to create compelling imagery to tell the story. Besides being great for marketing, 3D visualization saves prototyping time and expense, and it lets users see physical conditions not obvious in 2D. Read More..

Autodesk recently used a few of our renders for their “Fake or Foto” Challenge. Spend a few minutes with our reality check and see if you can tell the difference...

It's been a while. Whats new at Del Padre Visual Productions

Thought I'd take a break from the usual format and use this Miniblog as a chance to tell you a little about what we've been up to. We just finished up a project with a company launching a new iPod product called George. It hasn't hit the stores yet, but if you want a sneak a peak you can check out our featured video. It's pretty wild. We combined Maya product renders with HD footage shot with Redrock Micro's M2 35mm lens rig. We also handled all creative and copywriting for the spot, making this a full branding effort. The company that created George is Boston-based Chestnut Hill Sound. They, and George, won best in show at Mac World back in January. Nice job guys.

I should also mention that we just won a pretty exciting award ourselves. This had to do with another special client of ours, Speakercraft. The project that we collaborated with Speakercraft on, a video to promote their new product, MODE, won the prestigious Telly award. To put this in perspective, past recipients include; Nike, CNN, HGTV, Microsoft, FX Networks, Comedy Central, etc. Not bad for a guy who was told he might not make it past Mrs. Stevenson's math class in the 6th grade! Needless to say, I am very proud of our team for this incredible national recognition.

You can read more about shooting with the M2 in the March issue of Studio Monthly. We wrote the cover feature reviewing the system and offered up some tips for shooting with a 35mm lens. You can also check out the footage online. Special thanks to Bob Zemba from Robert Charles Photography for the great production stills and lens insight.

Nino Del Padre
Del Padre Visual Productions
Helping Businesses Exceed Expectations

The benefits of 3D product rendering and visualization

3D rendering and visualization is an affordable technology for quickly and realistically depicting products or architecture visually. When a product, program, or concept is still in its early stages 3D rendering can be used to create compelling imagery to tell the story. Besides being great for marketing, 3D visualization saves prototyping time and expense, and it lets users see physical conditions not obvious in 2D.

Gone are the days of computer animation as a novelty and also passed are the days when it was reserved for feature films or large, well-heeled corporations. Today, the service can be tailored to the needs of nearly any organization in a number of ways, and can also have some specific, measurable effects on a company's growth. Research has shown that the availability of interactive 3D product presentations instead of still images affect some important aspects of buyer behavior, including the amount of time spent examining products and purchase likelihood.

Using what's called a wire-frame model, the principles of geometry, and an extensive process of lighting, shading, texturing, and eventually rendering an image, digital artists can create photo-realistic images that in many cases are almost impossible to discern from an actual photograph. Different materials, colors and lighting can be evaluated on a design in its proposed environment without ever producing a prototype.

The speaker on the left is a 3D render and the one on the right is an actual photograph.

Photo-realistic images can be created from sketches, photos, sample drawing, customer-specified dimensions or CAD formats. CAD systems depict data exactly and generate usable images, but the images generally look very computer generated and obviously not "real". The environments the product can be placed in are often less than stellar in most CAD programs. To make the image photorealistic, the rendering program has to mathematically calculate real world governing physical equations of light transport. This aspect is often not in the capabilities of the product designer, but needs to be capitalized on visually.

While static, 2D images are often enough to gain attention, when the camera moves through a home, the viewer soars over a mountain, or the product is assembled before your eyes, the message becomes clear. When combined with interactive media, 3D rendering can be dynamically controlled creating a truly immersive experience.

To encourage cross-selling, 3D rendering can be used to create "virtual showrooms." For example, furniture, windows, lighting and floor finishes along with your products can be placed and viewed together in a virtual room.

Most of us are not conscious of the visual cues we take from advertising and product packaging, however, the fact remains that visuals are the single largest influencing factor on purchasing decisions. Photo-realistic images can add 3D realism to 2D print projects and presentations such as ads, point of purchase displays and product logos, for example.As always, you are welcome to contact us directly and put our knowledge of 3D rendering and product visualization to work for you.

Nino Del Padre
Del Padre Visual Productions
Helping Businesses Exceed Expectations