Automotive · DDB

CGI charger

A charger that wasn’t there. Now it is, with the photo’s own light and shadow.

CGI charger (Automotive): retouched final result · Toni Riera — Original photo and integration

As part of Wild Pony, and for DDB, I integrated an IEC electric charger, rendered in 3D by my colleague Joaquim Puigdomènech, next to a Volkswagen Tiguan in a commercial product photo.

The original photo was already a campaign image: the car parked under the trees, with a father and son walking past. The brief was to turn it into an image about electric charging. I removed the people and rebuilt the background behind them, changed the number plate and placed the CGI charger next to the car, with the cable plugged in.

The tricky part is making the render look as if it had been photographed there. I matched the charger’s perspective, light and shadows to the light filtering through the trees, and integrated the cable where it touches the ground and the car. The colour and grain of the render are matched to the photo.

The result is a new image made from an existing photo, without reshooting.

Categoria: Automotive
Services: Digital retouching
CGI integration
Client: DDB

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