Over the past 15 years or so I've worked as a commercial photographer and digital artist specializing in product photography. Back in 2020, the pandemic had become a thing. Instead of anxiously sitting around, I took that time to upskill and diversify my creative capabilities. 3D and CGI product imagery had always piqued my interest. So it was the perfect time to learn something new. Though I had some 3D experience in a previous career many years ago, a lot had changed since that time regarding the capabilities of CGI and what it could offer as a viable creative tool for an independent artist. The software and hardware has gotten much better over the years and producing realistic product renderings was much more attainable for an independent business owner.
As curious people often do, I started dabbling. I soon realized that I didn't have the right machine to create the type of work I wanted. So I made some upgrades over the past 4 years and invested time learning 3D and CGI skills. Fast forward to today, I now have a growing portfolio of CGI product imagery. Check out the article that I wrote about my CGI guitar pedal series.
Here’s a video that I created back in 2022 alongside the launch of Apple’s Mac Studio. Many people wanted to know how well this computer performed for 3D and CGI work. In this video, I talked about my experience at that time using the brand new Apple M1 Ultra Mac Studio with Cinema 4D and Redshift.
Working as a commercial product photographer for so many years has been a huge advantage for me as a 3D artist because photography skills are essential when working in a 3D environment. Having a background in traditional commercial photography has helped me create better 3D product imagery. Things like focal length, composition, lighting and post-production techniques all directly translate to creating photo realistic 3D product renderings. That said, my background in commercial product photography is a real asset for any company looking to create better product imagery.
Having experience in both traditional commercial product photography as well as CGI product photography, I've learned that there are definitely pros and cons to both. So in this article, I'd like to provide clients with some clarity on some of the similarities and differences of CGI vs traditional photography based on my own personal experience. Spoiler alert, they're both viable solutions for creating visual marketing and advertising imagery.
What is CGI Product Photography?
Simply put, CGI product photography utilizes 3D computer graphics software to render photorealistic 2D images and video animations of products. Here’s how it works:
Photo realistic CGI product rendering by commercial photographer and digital artist Brian Rodgers Jr. This image showcases a cacao fruit cold brew beverage on a colorful background with hard shadows. The entire product image was created in a 3D environment.
Modeling:
3D models of products are created using specialized 3D software. Modeling is the foundational process of creating 3D objects or environments within a digital space. Imagine sculpting an object out of a piece of stone, but in a virtual environment. Modelers use specialized software to construct 3D shapes and forms which involve manipulating vertices, edges, and polygons to define the object's geometry.
Cameras, Lighting & Materials:
These 3D models are then placed in virtual environments with simulated lighting, materials and textures. This can process can get quite complex and requires an in depth knowledge of using nodes and other tools within the 3D software package.
Rendering:
After the parameters of a virtual camera are set up within the 3D software, the software can then render the scene as a 2D image or video.
Post-Production:
Rendered files and render passes are then brought into additional post-production software like Photoshop or After Effects for compositing, retouching for final output.
Key differences Of CGI Product Imagery from traditional photography:
Camera vs Software: The main difference between digital photography and CGI are the processes and tools used to create any given image or video sequence. Photography involves a creative process of capturing images and videos of physical objects and spaces with a camera, while CGI involves creating an image and video animations of virtual objects and virtual spaces using specialized 3D software on a computer. Both can provide amazing results in the hands of skilled artist, but the processes of creating those results will be different.
Control: CGI offers infinite control over every aspect of the image at any given time. Because an entire set is contained within a single scene file, things like camera position, lighting, and materials can all be adjusted and updated months or even years later. Imagine trying to rebuild or replicate an identical real world, physical set for a product shot months or years after the fact. It would be a real challenge, if not impossible.
Flexibility: Once a 3D model has been created, changes can be made fairly quickly, allowing for rapid experimentation and iterations. This can be especially helpful when you need images of the same product with 10 different material variations.
Cost-effectiveness: In some cases, CGI can be more cost-effective than traditional photography as a longterm ROI. Especially for complex scenes or where numerous variations of the same product are needed. But it really depends on the longterm marketing and advertising goals of your business.
Some Advantages of CGI Product Photography:
Cold brew cans in multiple flavors laying on a colorful background with hard shadows. Photo realistic CGI product rendering by commercial photographer and digital artist Brian Rodgers Jr.
Ideation, Proof of Concept & Prototyping: Probably the biggest advantage of CGI as is related to product imagery, is the ability to create images of products that don't yet exist. Some companies need marketing images of a product as a proof of concept. While other simply might not have a physical product ready to be photographed prior to needing marketing materials for a product launch.
Precision Control: CGI Allows for precise control over details and appearance of a product allowing you to change the material properties on any given model.
Efficiency: While the initial 3D model and scene set up can take a significant amount of time, CGI has the ability to save time and resources on the back end if any changes to lighting, composition or materials are needed. In consumer beverage photography specifically. If you have multiple products that essentially look exactly the same and the only difference is that the labels change from product to product, sometimes it makes more sense to use CGI because you can simply update a label and re-render the image, while retaining the identical composition and lighting of the original render without the need to set up an entirely new photoshoot. The process of photographing a product in this manner would take longer.
Product Photography - Created With a Digital Camera
Hero shot product image of a Sony mirrorless camera sitting in an office. Product Photography by commercial product photographer Brian Rodgers Jr.
Traditional product photography has been my bread and butter for a long time, so I might be a bit biased. However, it's still the most widely used medium for creating product images, whereas CGI is still somewhat of a niche category. That said, a LOT can be accomplished with the use of a real camera. While, yes, you can be limited to photographing real world physical objects that are in front of your lens, it is totally possible to produce highly creative and amazing composite imagery by combining several images together in post-production. Do you need your product in an environment? No problem, I can build a small set in my studio or go out on location and photograph background elements that can be composited together to create a seamless composite image. What about special effect? Maybe you
The Advantages of Product Photography Shot With A Digital Camera - (When Photography Might Be a Better Option Over CGI)
Hero shot product photography of a pair of sunglasses bathed in beautiful hard light and natural wood tones. Product photography by commercial photographer and digital artist Brian Rodgers Jr at Digital Art That Rocks.
High end craft beer photography with beer splash. Consumer beverage photography by commercial photographer and digital artist Brian Rodgers Jr.
People: Do you need people in your product images? Unless you're working with a Hollywood budget, most CGI people look horrible. Photography of real people will be your best option here.
One of a Kind Items: If your company makes handcrafted, unique, one of a kind items that aren't mass produced, CGI is a terrible fit for you. Photography makes way more sense and would be a much more cost effective solution.
E-Commerce product imagery: When you have a ton of unique products or skews that are all different from one another, creating 3D models of each product would not only take forever, it would also cost a fortune. Photography would be much more efficient.
Products with Crazy Amounts of Detail: Products that have a lot of detail can take a significant amount of time to model in a 3D environment. Photography is a often a better option in this case.
Products With Uber Specific Materials: Products that use everyday materials like woodgrains and polished metals that aren't highly specific may be a good candidate for CGI. But if your product has very specific patterns or materials, creating those materials for a 3D environment might be unattainable.
Liquids & Splashes: While you can create liquid simulations inside of 3D software, in my professional opinion, photographing real liquids and splashes still look better and way more realistic to my eyes. So if your brand designs and manufactures a product that would require special effects involving liquids or splashes, photography in my opinion is usually the better way to go.
Light Painting & Other special effects - While yes, CGI gives you a lot of control over your scene. Creating special effects in camera are not only fun to make, they're nearly impossible to replicate using 3D software. Case in point, magic happens when you combine long exposures and light painting tools.
Hero shot of a ball valve with aurora lighting effect in the background. This image was created in a commercial photography studio using unique light painting tools and techniques. Commercial product photography by Brian Rodgers Jr at Digital Art That Rocks.
Limitations of Photography?
I truly believe that any artist who has mastered their craft, will always be able to solve a visual problem and create stunning artwork for your company to use its in marketing and advertising efforts, regardless of medium. That said, the limitations that come to mind are really more of an obstacle for the artist creating the work, not so much the client who is licensing the work.
For example, in addition to product photography, I shoot a fair amount of architectural photography for clients all over the country. As a commercial photographer, I can sometimes face limitations when it comes to controlling certain aspects of a scene. Think about it. If I were photographing an architectural exterior, I don't have the ability to move the suns position. While I can track the sun throughout the day by using an app and wait for the "perfect" light position, I can't just grab the sun out of the sky with my bare hands and move it around.
CGI on the other hand, provides the ability to use an HDRI to create any type of ambient sky lighting that you could possible want. Furthermore, you can move the position of the sun entirely to better suite the scene, giving an artist complete control over where and how the light falls. So again, I feel like the limitations of photography can be somewhat trivial.
Come Together - When CGI & Photography together work as one
Here’s an example of an image that I create that artfully combining CGI with real world product photography.
Who says you have to choose just one? As a commercial photographer and digital artist, I'm a visual problem solver. And if I need to create something that I can't feasibly photograph, whether that's logistical reasons or due to a lack of budget, CGI is a tool that can be used to bridge that barrier. Combining photography with CGI and compositing the two together into a single cohesive image provides infinite creative possibilities.
Take this footwear image for example. Most of the set was created in my studio; including the shoe and all of the foliage. However, I needed to have a scenic mountain landscape in the background in order to convey the concept that you can wear these hiking shoes on any type of terrain. I live in the midwest and there are no mountains readily available to photograph with a camera. Needless to say, photographing a mountain range was not going to be feasible. Sure, I could have spent time looking for the "right stock image." But why do that, when I create exactly what I needed for the shot in using 3D tools?
My CGI skills provided me with the ability to create a unique, one of a kind mountain range that I simply wouldn't be able to find on a stock website. Additionally, creating the mountains in a 3D environment means that I could place the lighting exactly where I wanted it so I could easily match the existing lighting from the real world studio photoshoot. When compositing the two together, I was able to create a seamless image. To finish the image off, I composited a sky that I have photographed on a separate day.
Photography or CGI? How Do You Choose?
I believe that when hiring the right artist, creative possibilities are endless. Your company might choose an artist based on their style alone. Other times, a company might choose an artist based on the visual solve for your specific problem.
The reality is, both photography and CGI are powerful visual communication tools that can be used to create stunning images. Each are viable options for solving real world visual problems in marketing and advertising. The solution really depends on your goals, your budget and the artist you ultimately choose to work with.
My best advice would be to speak with artists who have experience with both product photography and CGI in order to get real world feedback based on your specific needs. Finding artists that really know their stuff, can help guide you in the right direction.
