ELS
Photorealistic 3D Rendering
Photorealistic 3D Rendering of Lighting Products
We have worked closely with the incredible Australian boutique lighting designers Efficient Lighting Systems to produce a range of photorealistic 3d renderings of their lighting products. Over the last couple of years we have created everything from dark moody studio shots to full architectural set designs and everything in between. ELS have been incredibly trusting in allowing us a huge amount of creative control to do what we do best.
Client / Designer:
Efficient Lighting Systems
Services:
Photorealistic 3D Rendering
Expertise:
high poly 3d modelling, look development, stage/scene creation, 3d rendering, retouching, 3d animation, VFX, video editing
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Our approach
Whilst working with ELS we have developed a fundamental understanding of their brand, style and character. We utilise that knowledge and channel it into all of the imagery we create. This ensures a consistently on-brand message for their customers and a suite of high quality marketing assets for their team to use across multiple platforms.
Studio Shots
Our challenge with ELS’s light fittings was to capture the incredible complexity of the lens and reflectors in the studio shots. The client was kind enough to send us physical samples so we could study each product up close and ensure that our renders were precise representations of the real thing.
To accurately capture the beauty and complexity, we must study the subject in fine detail.
Photorealistic 3D Rendering Lifestyle Shots
Due to the logistical difficulties in acquiring high quality photography of their products within architectural spaces, ELS commissioned Harp to design, model and style these modern workspaces featuring their lighting products.
Roomset Design
The beauty of 3d product rendering is that we are limitless. We can more or less do anything that you (or we) can think of. In this case ELS asked us to create a lux hospitality space to highlight one of their designer wall fittings.
3D Product Animation
We created this ‘kaleidoscopic’ product teaser spot for this amazing colour shifting lens. The client gave us full creative license to come up with whatever we could dream of… the only prerequisite was that it looks cool. We decided to focus on the beauty that is found in the kaleidoscope effect that comes from zooming in on the lens, rotating and changing colours. The camera then slowly pulls back to reveal the product in all its glory.
In order to capture your audiences attention we need to think outside the box. Experiment. Do things differently.
Technical Visuals
An image demonstrating specific features of a product, such as the adjustability of this downlight, make valuable marketing tools. Incredibly tricky to try and create in the real world but often quite simple in the world of 3d rendering.
Roomset Design & Styling
Our talented, stylish and experienced design team specialise in creating on-trend and on-brand spaces. Our inhouse interior designer painstakingly tweaks material palettes and fixtures to find the perfect suite of complimentary products to accessorise the room design.
Fashions come and go but style lasts forever.
As with most marketing endeavours, it pays to understand the target audience. For ELS, they work with a lot of architects and interior designers who specify their products in spaces they are designing. So it was important that the 3d renderings we created spoke to their creative personalities and showcased the versatility of the light fittings with various material palletes.
Painting with Light
Creating studio shots is an exercise in painting with light. We begin with a black room and carefully brush in each new light in order to complete the artwork. We paint with light and shadow in order to produce a composition that compliments the shape and materiality of each product.
Never. Stop. Exploring.
Exploration is one of the most enjoyable and exciting parts of our process. We love experimenting with new ideas and concepts. By collaborating closely with our clients we always find new and unique perspectives that inspire fresh thinking and enthusiasm.
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