CGI is a fantastic tool for the production of new images and cross-media marketing assets. Additionally, it is also a great tool for when the once-new images and marketing assets must be updated as new vehicle models appear annually. This was the case when our good friends at RPA asked us to produce vehicle facelift updates to existing images for the Honda Civic Type-R. We created about 35 updates, and 6 new shots.

First, the existing shots were camera-matched in our system, carefully considering lensing and lighting to perfectly parallel the original shots — lighting is key when matching preexisting materials. The new 3D vehicle data was prepared to align with the existing shots. Then, the rendered output was passed to our post-production artists to really balance and integrate the new CG renders with the original assets.

The 6 new images allowed our artists to let their creative juices flow.  A mix of stock locations and completely CG-created scenes were used to meet the client’s requirements. With the agency and client, we explored camera positions and lensing options to make the cars shine in every shot. Our artists could then craft the lighting and assign the high-resolution materials to the scene, before rendering the final image layers to be combined and graded by our post-production artists.