One of the challenges in this category include complex CAD, logistics issues during photoshoots and a high impact high frequency content pipeline.
Globally, the automotive industry requires the most aspirational advertising. As Indian consumers evolve their choice for new technology, aspirational vehicles are on the rise.
With this we witness a huge demand from marketers for high octane, aspirational, lifestyle quotient laden imagery which nudges consumers to test drive the new launches.
Another challenge is to ensure that there is enough novelty in the images so consumers can differentiate between brands and relate to communication across multiple platforms like websites, product brochures, animation, interactive, vehicle configurations, etc.
Our work on the images for the Duster illustrates how we brought India’s leading SUV brand to life. The brief was to create imagery where the power of a SUV can be felt in the way it related to sand dunes. We had to illustrate the raw power of the vehicle and how nothing stood in its way by showing how it was able to displace sand dunes. We created the entire image in CG pipeline using our artistic renders for dust and particle effects around the sand dunes. The car was placed at a dynamic angle and the effects around the wheel were specifically created.
Stage 1: Identifying the right backplate as per brief.
Stage 2:Merging multiple backplates for visual & print excellence.
Stage 3: Car in CG placed in dynamic angle to aid storytelling.
Stage 4: Particle effect given in CG/retouch to build the story.
Stage 5: Trails and other effects provided around the wheels.
Stage 6: Final rendered car with right shadows and reflections.
