CHALLENGE:

To quickly and cost effectively produce a series of 4 location shots of the new model when production vehicles were scarce.

SOLUTION:

The client brief identified four key angles of the vehicle. Ignition recommended appropriate locations for each angle. We shot the locations in Australia and the United States. The high resolution (12,000 pixel) images allowed greater versatility in future usage of the final image. From supplied CAD data, Ignition created a rendering of each of the required angles. Our team provided compositing and retouching services to complete the final delivered images.

HOW WE DID IT:

Ignition hired location scouts familiar with the required geographic and climatic areas. Upon approval of the locations, we hired photographers to undertake the photoshoots. The images were captured on a Phase One medium format camera system. Meanwhile, other team members prepared the data to be integrated with the photographic backplates. Careful attention was given to location information such as camera position and environmental conditions (through 360 degree HDRI acquisition). The vehicles were rendered in 4 different colors and integrated with multiple layers for ultimate control during retouching. Retouching was applied to the overall images to achieve the art director’s vision.

PROCESS EXAMPLES

Lexus Australia

Lexus Utah

Lexus Mammoth CA

Lexus LA Tunnel