CGI Shocks Visitors at JFS

When we think of CGI Imagery, most people imagine unrealistic imagery from video games, or the creation of fantasy lands in multimillion pound blockbuster films. When it comes to CGI for the furniture industry, most businesses have given it a go, two or three years ago, and been disappointed with the results. Materials with no texture, unimaginative lighting, and results that look fake. But one agency was challenging these beliefs at JFS 2020.

 

At this year’s January Furniture Show, Orbital’s stand was showcasing CGI that didn’t cease to amaze, when visitors were assured that none of the imagery on display was photography. Orbital is a digital creative agency specialising solely on the furniture and interiors industry. With CGI imagery their main focus, alongside branding, design and websites, they have spent the last three years honing their virtual 3D skills. Upon surveying the CGI being offered to the furniture industry, they noticed that the real failing in making these images look realistic was textures and fabrics. Orbital made it their mission to create photorealistic fabrics, that are indistinguishable from the real thing, and from the imagery they were presenting at the show, it looks like they have achieved their aim.

The stand in Hall 1 had a constant buzz. The agency stated that most visitors were telling stories of CGI attempts from the past, and were amazed at how far the technology and skills have advanced.

 

Orbital’s md, Rob Walker, stated

“CGI is soon going to be the only way for manufacturers and suppliers to go. Consumers and buyers are becoming more unwilling to use their imaginations. Visualising a furniture piece next to a fabric swatch, without imagery to support, in every available colour, is just not enough anymore to finalise sales. Not only this, but we are seeing that more and more retailers will now only stock products that come with 3D asset files and in order to sit perfectly within their ecommerce sites. It’s only a matter of time before all companies will need CGI, and we like to think we are offering imagery that can’t be spotted as fake next to traditional photography.”

Get in touch today to see how we can revolutionise your imagery.

Want to work with us?

Get in touch

Location Filming

Over the past couple of years, since we ventured into the world of furniture and interiors, we have been perfecting our CGI skills. From realistic lighting, to photorealistic textures, we have a portfolio of images that you wouldn’t believe aren’t real photoshoots.

 

But we’ve been keeping a secret.

 

We do location filming too. Have a look at our little film below, put together from a number of different shoots.

Ok, we’ve been keeping another secret… That is not real footage. It is entirely CGI.

 

That’s right, we can turn your CGI photoshoots into films. Using our virtual photography expertise, we have stepped into the realm of filmography. And not just your basic shots. We have animated full scenes. Having beautiful stills is no longer necessarily all you need to sell your brand. We can capture your branding in a CGI animation that can’t be done with web design or imagery alone.

 

Our team is a mixture of experienced designers, photographers and CGI specialists. Combining their creativity and skill sets result in showstopping filmography that costs a fraction of the price, and takes a fraction of the time, compared to its ‘real life’ equivalent. There is no need for location scouts, expensive camera equipment, drone licenses… just Orbital’s Unreal Creatives and our Studio.

 

And if you thought we could only tackle furniture, you’d be wrong! Although we separate ourselves from most other CGI agencies by perfecting our photorealistic textures and fabrics, we are focused on interiors. From kitchens and bathrooms to Georgian townhouse bedrooms and Scandi inspired living rooms. If it’s virtual, we’ve got it down. Although the grand stylised animation above may not be suitable for every brand, a simple but stunning slow pan of a product at the top of a web page could be the difference between your customers spending more time looking at your products or going elsewhere.

Get in touch today to see how we can revolutionise your imagery.

 

 

*no real cameras or locations were used in the making of this film.

AWARDS
SPONSORS
MEMBERS

Want to work with us?

Get in touch