Case Study: Huber Engineered Woods
Huber Engineered Woods, a leader in floor, wall and roof systems in the construction industry, utilizes both our photography and CGI capabilities with Addy award-winning results.
Case Study - The process of creating a single CGI image for Huber Engineered Woods
In December 2012 Sean went to Washington, DC to shoot a major project being built by Huber's Zip products. A Walmart Supercenter was being built seven blocks from the Capitol Building, which created a huge outcry from the community. To appease the neighborhood/city, Walmart had to disguise the shopping center in an urban development with certain architectural features that included a parking deck and condominiums atop. After photographing the project for various marketing needs, Huber decided they also wanted the Sean Busher Imagery team to use the project for their Zip It Up advertising campaign.
Here is the original DC photo:
Here is the comp provided by the ad agency:
Then we blocked in the basic shapes and then started adding detail.
Here are two views of the work-in-progress from within our CGI software:
Once we added the CGI cars, textured the cement and other materials, added stormy clouds, changed the window installations, plus other bits of detail we provided this to the client for review:
But the client decided they wanted to see the scene go dark and stormy to further accent the all-weather capabilities of the product. So we added the clouds, changed the lighting and added the streetlights to help with the foggy atmosphere.
Most of the atmospheric effects were created via 3D software, including the volumetric lights for the fog and the air particulates. However, the rain, water drops, extra reflections and global toning were all done in Photoshop. Here is the base render and the same image after the toning, rain and water drops were added.
Here is the final CGI image:
Here is the final ad layout:
We have truly enjoyed our relationship with Huber Engineered Woods,
and what you've seen here is just a taste of the on-going work we continue to do with the company.
What can our Photography + CGI team do for you?