CG For Advertising

CG stands for “computer generated” and means that I created certain or all elements of the picture in 3D. The use of CG gets more and more common for advertising and commercial projects. Especially for complex objects such as cars. The initial effort isn’t smaller than for photography for most cases but the client has far more control and options to change things down the road. Using 3D, I can roll back to an earlier project state without having to rebuild a set or having to travel back on location. Weather and time of the day are also not a major factor.



There are basically three ways a project can be set up and it all depends on how easy it is to realise the idea with traditional photography.  #1 The subject is photographed and the background is done in CG. This approach is ideal for locations that need to be customized to the subject. We talk about set building here.. like in movies. We can travel in time or place or adjust the complexity and abstraction.



#2 The background is photographed and the subject is done in CG. Ideal if the location has been covered by a small crew travelling with light gear, because the subject, a car, will be sorted out later. Very good for remote locations. The next step is CG. In 3D I then suggest different perspectives and focal lenses so that the client can pick their favourite. Same goes for colour and materials. It is all adjustable. That’s creative freedom!



#3 Everything is done in CG. We have a digital set and subject. Maximum creative freedom but not always the most cost-effective choice. If one tries to recreate something that can be photographed with less afford, than that should be the way to go. If it can’t be photographed, CG is your best friend. Of course there is still option #4 where everything is done with photography, but as mentioned, CG is trending more and more for creative freedom and keeping the costs low.

If you’ve an idea that stretches the envelope of everything you’ve done before, contact me. The possibilities are endless.

Car Photography OPC

Some ideas need a bit of magic to come alive. That can have several reasons. The idea might need expensive set builds or takes place in a very remote location that is hard to access with a full-blown crew and heavy gear. Perhaps sometimes it is simply not possible to produce in reality. That is when digital set extension comes into play. It explains like this – some parts of the image are created in front of an actual camera and others are created on the computer to enhance reality or achieve the impossible.

Corsa OPC Black


Digital set extensions can also save money. How many productions have a budget to hang up a car on the wall or to build a set to make it look like it’s hung up a wall?

Drive Up The Wall


It can go further of course. The images below have been entirely created on the computer. Going this way gives you great freedom to tweak things like angles, materials or backgrounds, even after the shoot. Those change request are definitely a lot more expensive with photography or film. Because, one would need to get all set elements, the subject and the crew back on location. There, they then have to match what has been done before.

Corsa OPC Orange

Subscribe to Blog via Email