Ever wonder how those cool dinosaurs created in CGI get merged with actual, real-world cinema footage in the movie Jurassic Park? Literally, the two worlds - video footage and the CGI components (Computer Generated Imaging) - must merge together, in perfect sync, to create a photo realistic composite video that appears to have been captured through one camera lens. In this particular project (under the client direction of Beata Kanter), BluEdge was tasked with our own "Jurassic Park" for the SkinCeuticals brand.
To better understand the complexity of all this, you'll need the back-story. Read on...
For almost a decade, the media team at BluEdge has been producing beautiful, photo realistic product imagery for SkinCeuticals using CGI technology. Having produced the complete product library in CGI, rather than standard photography, it expands the brand's ability to repurpose the assets and allow them to be used across all media channels (including video games!). As always, we start with a wire form model (from CADs, tech drawings, or samples) and render the images with assigned properties for the various material components, such as texture, color, finish, deco, etc., as well as lighting that is conducive with the surrounding environment for final usage. All rendering is produced in a "virtual" studio, where any environment situation is possible. Our scope for this project was to provide the rendered product components to the post production facility for final editing.
The storyboard included a basic idea of which and how product renders would be used. The scope was to compile 3 separate spots that highlight 3 different gift sets of product trios for a total of 9 products.
The concept for the Holiday video started with a "doll house" which was meticulously crafted and assembled by the SkinCeuticals team, to resemble the interior of a skin clinic, and to be to captured using a robotic camera arm which pans through (left to right), zoom out, and zoom back into a gift box to end in the final frames. We were provided with raw video selects:
We are now able to determine product sizing and placement, and sync the coordinates of the camera movement with our products in place.
While BE was working on the products, the video production facility were tailoring and enhancing the video footage. We would be provided with updated iterations as the video editing progressed, but the camera data would always remain the same. To test tracking, scaling, and positioning, "clay" (pre-rendered) models were used as placeholders.
At some point, the client pointed out that these will mainly be used for social media, with an emphasis on a vertical and square formats. Since the raw video was shot in a horizontal format, the video production team began to work on cropping and applying some skillful video fixes to ensure everything translates as well from the horizontal format. Some additional elements were added (copy, messaging) and had to be shifted and repositioned to work properly in each of the formats.
Pre-renders + Music & SFX
More enhancements such as music, special effects (lens flares), and additional components are added.
In the meantime, we created a still-render for client review (although not final). Subsequent renders included backlighting through the glass products, as well as other enhancements for greater photo realism, environment influence, and overall cohesiveness. Once rendered to video, additional tweaks for color grading may be applied in post.
Without all elements in place, we produced first pass renderings synchronized to video. Evidently, tracking adjustments were going to be necessary so all components are locked in place and in sync with the camera footage.
After client review, with additional edits and modifications applied, the final renders are composited with the final video. Although the client may have applied additional comments, our part of this project was complete.
Elevate your brand's visual appeal and versatility with BluEdge's CGI product imagery solutions. Our media team specializes in creating stunning, photo-realistic visuals that showcase your products in the best possible light. By leveraging our expertise, you can:
These takeaways underscore the potential of CGI technology to revolutionize product visualization and offer brands increased flexibility, enhanced visual appeal, and a more efficient creative process.