Previsualization – the use of computer-generated imagery (CGI) to depict real-life scenarios – is a great marketing tool that can be used in many areas of communication. Videos, tradeshows, in-store merchandising, and ads, just to name a few.
Jackson Marketing Group takes advantage of professional applications and can make a clear visual statement for products, events, and yes, even ad campaigns. Some of our recent work includes crafting the famous Michelin Man into some real-life scenes. This case is one where previz is taken to the next level, as it dealt head-on with CGI-to-photographic integration. Since the Michelin Man is a CG model, obtaining real-world lighting was key. The background photography was shot with a human stand-in. This actor was first masked way, then the Michelin Man was posed, rendered and composited – all to create the vision out of thin air.
Jackson Marketing Group also used previz techniques to win new event management proposals from clients. Recently we engaged some folks at Volvo Trucks North America and were able to literally show them their event area with the proper signage, pieces and parts. This ability is a genuine way to bolster confidence and can lead to a win (which it did, I might add).
Previz provides the obvious benefit of actual sight, before time, money and assets are wasted. If the signage looks bad in a venue, redesign it. If that tent is too small for fifty people, get a bigger tent. The words are not large enough. They're too large. Now that I see it from above, this event tour setup is lacking in pizazz overall. The examples are endless.
So, what digital content creation (DCC) methods are best for previz?
Tools such as Google SketchUp are freely accessible and may provide a great way to achieve the goal. But oftentimes, a more high-end approach is the answer. Using sophisticated animation tools such as Maya, 3D Studio Max and Cinema 4D can give a lot more control and accuracy to the end result. It largely is left to the skilled hands (or fingers) of a digital artist, taking the shot from good to excellent. When it comes to showcasing specific products, the artist is in tune with where the product brand is going (after all, it may not be suitable to highlight that product inside a room full of line-dancing cirque elephants. I have nothing against elephants, but point made…)
Would it help to share your vision with your team to get a better sense of where and how? We would love to change the way you can visualize your future business.