CGI has been an integral part of automotive manufacturers marketing pipelines for the last couple of decades and over that time there have been lots of great shots produced. Studios have come and gone but overall the standard of work has steadily increased across the market. There are a number of studios that can deliver great shots for client campaigns but only a few that can deliver maximum realism and deliver it at a scale suitable for complete vehicle launches.

This is how we delivered 200 assets for the launch of the MY21 Acura TLX and TLX Type-S.

For the launch of the latest Acura TLX and TLX Type-S, we were really happy to work with the incredibly talented photographer
Anton Watts.  Taylor James was asked to deliver exterior location shots, interior location shots, detail shots, studio configurator shots, jellybeans, accessory shots, range shots and some animations for good measure. With trim, wheel and colour variations this added up to over 200 shots of the vehicle models. All delivered to the highest standards of realism.

SHOOT | LOCATION / HDR CAPTURE

Anton, along with the client and agency teams were capturing the backgrounds on location so we sent our on-set team to assist with the capture of HDR domes and additional materials reference shots of the locations. On-set our artist was also able to quickly use the captured locations to provide the clients and agency creative team with a great understanding of how the CG vehicle would look in the freshly captured locations.  

In parallel back in the studio, our data prep artists were busy preparing the supplied full vehicle datasets to get them ready to use in our unique production pipeline which utilises our proprietary hydraGenTM technology.  hydraGenTM automates key stages of our CG pipeline, allowing our artists to focus on the look they are trying to achieve for the shot rather than the repetitive tasks needed to create the final output.
The captured backplates and HDR’s were cleaned for purpose and then our lead artists sat with the agency team on live remote angle study sessions to agree the best lensing and vehicle positions for the shots.

The captured backplates and HDR’s were cleaned for purpose and then our lead artists sat with the agency team on live remote angle study sessions to agree the best lensing and vehicle positions for the shots.