CGI CONSIDERATIONS
Alongside traditional Live production techniques we employ more and more also CGI - Computer Generated Imagery.
It is usually in instances where CGI production provides practical, economical or creative benefits. We however aim to have CGI at a level that is almost indistinguishable from reality so it blends seamlessly with traditionally produced content and provides reason to believe for our consumer.
The following sections should give you some guidance on how to treat some specific CGI shots used in our videos and images.
OBJECT ANIMATION
Generally, we try to avoid situations where objects move by themselves to mitigate the ghost-like, CGI feeling. However, there are situations where this cannot be avoided or is actually desired (e.g. How-to or Maintenance videos).
In these cases, the object should move smoothly, naturally and without any jerky or abrupt movements. Do not rely on default ease curves but try to tailor them to achieve a more realistic result.
CLOTH
Cloth should be simulated in a realistic and believable way. Contrary to live action, we can also achieve more abstract results that highlight certain product benefits or technology principles. Use this approach to further cement the desired message.
LIQUID
Whenever possible, aim to do a physically accurate simulation and rendering of all liquids in your video.
Stylized representation is allowed if it serves a certain purpose or in scenarios where an actual liquid would not convey the desired message appropriately (e.g. water being too little visible - we can use tinted water to increase its visibility).
STEAM
Steam should be always simulated or composited in post production.
HAND
User interactions are demonstrated by a hand reaching in from the bottom of the screen to perform a point or a tap, and then retreating offscreen the way it came from.
The hand has a distinct x-ray look (achieved by applying a Fresnel shader on a 3D object).
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Alternatively, we can use a realistic CGI hand, depending on the context and asset requirements.
AIRFLOW
Airflow has its own unique graphical style. It is generated by using an animated flow sequence projected on a plane in 3D space. The flow sequence can be achieved by stretching an animated 2D noise.
The natural movement alongside the white-pale texture create an organic look and feel.