28th January 2015

is it real or is it a dream

Anything appears possible, as so ably demonstrated by Framestore with their resurrection of Audrey Hepburn for a Galaxy chocolate ad. Mike McGee of Framestore suggests that ‘Replicating a human is the mecca of visual effects (VFX)’, claiming this project to be an industry first.
Hollywood and the major advertising agencies have generated a huge appetite for 3D graphics. The standards have, over the years, risen and now the average viewer has come to expect the seemingly impossible. Just like Post-renaissance spectators came to expect perspective in paintings!
3D graphics can be expensive to produce, often needing big production teams with different specialisms and plenty of time to render them out, but here at Silver we have means and ways that meet some pretty tough budget requirements.
Let’s look at the client benefits of cool CGI
Powerful communications, packing the most information into the shortest amount of time. Think of the 3D renders illustrating TVs Grand Designs for host Kevin McCloud.
Great advertising. Remember the advertisers formula AIDA: Attention, Interest, Desire, Action.
Making the impossible seem real such as Money Supermarkets giant elephant being driven down a street full of cars.
Added dynamism – A Gillette razor is elevated to the importance of a jet plane in TV adverts.
Today creative agencies cannot afford to be without a 3D graphics offering and here at Silver we are integrating the latest techniques into our customers nurture marketing programmes. Such techniques are no longer the sole preserve of Hollywood. With every challenging project we embrace new technology, learn more and extend our creative boundaries. Following the challenge comes the reward, when we proudly render out and review our latest output.
Lisa Ferrari is a key creative member of the highly talented motion graphics team at Silver.