This is surely the age of technology based information, we are utterly surrounded by it, moreover, we are deeply and inextricably part of it; sharing information on the numerous blogs and the cacophony of social media outlets. Advertising firms are well aware of society’s ever growing need to access immediate information and they tap into it relentlessly. We are engulfed by advertising every minute of everyday, some get lost in the bland fog of imagery pumped out by the advertising machine, but on occasion there are a few glimmering moments that shine through and succeed in their purpose; grabbing our attention.

In an attempt to stand out from the crowd, advertising agencies are increasingly employing the talents of creative design agencies and firms to help produce much more engaging means to communicate their message and products. One very common approach is the use of 3D Visualisation in advertising. For some, this is a bad case of using technology for technology’s sake, instead of taking the message and using the most viable and effective means to communicate it.

The use of 3D Visualisation in advertising can be very beneficial, but only if used right. Co-ordination and planning are the first things to think about. A photo-shoot can cost quite a bit, this is mainly due to the location. To save money on travel and accommodation costs the use of green-screen technology can come in very handy. Actors and products can be placed in front of green-screen and then appear at any location or even a fantasy location can be created. Adverts such as ‚Thinking of you‘ from O2 is a good example of green-screen and 3D Visualisation technology.

But it is not always about saving money and location, 3D Visualisation can be used to solve much more complex problems when it come to advertising. A product being advertised can many times be a 3D image of the product, this is used when the product has not yet been produced in a mass amount. To take thing further, the inside of the product can also be created with 3D Visualisation. This is the part I admire the most about using this technology in adverting. To show the mechanical workings of the product with a life-like effect 3D Visualisation can create and show how the product works.

By developing this further you can bring creativeness to the advert. Adverts like Honda, Audi and Guinness have brought creativeness and realness to their adverts using 3D Visualisation. The skills of a designer, 3D modeler and animator have been used to create these adverts. The combination of 3D visuals, live action and there own creativeness can produce amazing adverts.

Of course, most of what I have mentioned above is based on screen based examples. The use of 3D visualisation in advertising is also prevalent in print campaigns. To me this is a less intrusive approach, and as with the screen based examples, does not have to simply serve the purpose of displaying a product. Print based advertising seems to allow 3D visuals to merge and sit in more natural harmony, rendered 3D objects and shapes can be used as graphical elements, or allow typography to take on a braver and bolder (no pun intended) persona.

Using 3D Visualisation in advertising is here and here for good. With new technology such as Augmented Reality and WebGL emerging the use of 3D technology is only going to spread. The creations that can come from that will be inspiring, breathtaking and fierce and this is all possible with the use of 3D Visualisation combined with advertising.

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It amazes me how many good 3D architectural visualisation artists are out there who continue to make very fundamental mistakes in their artwork. With out much more technical capability a few pointers would turn their artwork into functions of art! Right here are probably the most common mistakes to avoid.

1. Utilizing low resolution texture maps that do not tile seamlessly and that show repetition with the tile. It’s low cost and simple to purchase or even create texture maps nowadays so dump the old maps and sort out a strong materials library. Make sure to make use of bump and displacement to avoid flat lifeless textures. You will find also several pretty new materials effects like sub surface scattering which ought to be implemented when required.

2. Modelling the landscape with much less effort than the buildings. The site is so essential if you’re striving for photo realism. Infact in numerous scenarios much more effort should be put in to the landscape than the building as it runs correct up close the camera in the foreground. Think about the foreground / mid-ground / distant-ground and back-ground and apply the detail as necessary.

3. Poor 3d architectural visualisation composition. Any good architectural photographer will tell you that it is as much about composition of shot because it is about topic or light. Architectural shots each interior and exterior should generally be taken using the vertical walls of the creating running parallel to the sides of the shot. This is a rule of thumb only and does not apply to much more abstract shots or when dealing with exceptionally tall buildings.

4. Colour balance and colour mapping. Analyse your image carefully by taking a look at the balance of tones. If there’s an unnatural looking green tint from the image make the essential adjustments. If your dark locations are too dark play with your gamma settings. In 3D architectural visualisation you should try to make these adjustments inside your render engine and make tweaks later in photoshop.

5. Adding entourage to the image in post functions like individuals, trees, cars etc. Take care a choose pictures which have similar tones and lighting. Ensure when you add the images that the light on all pictures is coming from exactly the same path as the light in your scene. All of the photoshop tinkering in the world won’t make an added image appear correct inside your scene if it’s showing shadows on the opposite side to every thing else.

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