Ford uses virtual photography

Tags: automotive design, ford Published on 7 August 2006 | 16,048 views

For the first time, Ford is creating the preview brochures of its latest European models using digital renderings instead of conventional photographs. The realistic images are obtained using 3D models taken from the product design process.

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From the official Press Release:

For the first time, automotive giant Ford has created preview brochures to launch its latest European models without commissioning a single photograph of the vehicles in question.

Using rendering technology from ARTVPS – a leader in 3D visualisation – Burrows (Ford’s UK-based design agency) has produced marketing collateral that only features Computer Generated (CG) images of vehicles.

The images, which are highly realistic and indiscernible from still photographs, were generated by Burrows N.visage using automotive CAD data employed in the product design process. The brochures have been created to support the launch of Ford’s latest Galaxy and S-Max models.

Explaining more, Richard Wright, head of operations at Burrows said, “For Ford, the main reason for choosing virtual photography was creative flexibility. [...] Design and production agencies, like Burrows, can put client’s cars in locations that were previously impossible either because of physical logistics or expensive transportation costs. For example, putting a car at the top of the Alps or inside an architecturally striking but totally inaccessible building.”

Brian Tyler, CEO of ARTVPS said, “The perception has long been held that ray tracing and rendering techniques are long, laborious and therefore impractical for use in marketing. That position is however starting to change, as reflected in the results Burrows is delivering for its clients. RenderDrive is a unique hardware network renderer designed specifically for high volume projects or departmental use. It can be used independently or, as in the case of Burrows, as part of a larger render farm.”

Computer generated images of vehicles on location are created using a process called HDR imaging (High Dynamic Range). Using a specialist Spheron HDR Camera, a 360 degree environment shot is captured that contains all the lighting exposure information from the scene.

This detailed image information is then used to accurately reflect the environment on to the computer generated car.


Two digital images created by Burrows: a S-Max close-up (left) and a technical illustration for the Land Rover Discovery (on the right)

Burrows uses every detail of the technical data obtained from automotive product design engineering teams. This information gives agency creatives the ability to art direct and capture shots of vehicle parts that are physically impossible to reach in a car. For example a cross section of a car with the roof taken off, a view from inside the engine or a shot of underneath the vehicle.

Burrows is now working alongside Ford’s advertising agency to create rendered images for use in tactical marketing communications materials for billboards, press advertising, and in the US, animations for TV advertising. It has also completed production of full brochures for each vehicle featuring a mix of traditionally shot and computer generated images.