- ABOUT US _ Drive is an Automotive Design Consultancy building long term relationships with design-driven companies worldwide, designing products that enhance their brand's DNA and position in the market place.
Without a doubt, being based in Surrey, we are lucky to see a fair number of exotic supercars, of which many are McLarens leaving from McLaren Technical Centre, following their test and handling route that goes right past our design studio in Ripley. The 720s remains my favourite in their line up and the discovery of a local disused airfield provided us with the ideal setting to create a an image showing off the form of the 720s and our team’s skills using Unreal engine for CGI Imagery in Car Advertising.
We used the latest photogrammetry techniques to digitally recreate the runway. The resultant 3D model of the airstrip was placed in Unreal and integrated with an HDRI dome for realistic reflections, and a beautiful, if perhaps moody, sunset from a stock image library. The completely digital scene was then refined with additional lighting as well as adding foliage to help catch the last of the evening rays of the sunset. This provided us with a very stable environment where we could now position a digital car, in the finishes of our choice, and ‘re-shoot’ the scene from any angle.
Our hero shot is a wide-aspect ratio image, with the car shot from the rear and positioned to the far right, with the dramatic sunset providing strong low light to reflect of the highly sculptural body side.
The second in the series showcases the front and plan shape of the car, with the runway lane markings providing the perfect lead-in lines to the supercar. The dim light enables us to utilise lamp glows to add more drama and realism to the shots. [Click on the images to view them larger]
Unreal impresses me more every time I use it and we still discover new tools and parameters to enhance our work after all these years.
Unfortunately what you can’t see here, is how spectacular the scene looks through our VR setup. Being able to move around in the scene in real time and interact with the car adds yet another layer of realism and excitement. I only wish it was truly real so I could jump in, turn the key and drive off.
If you think filming or photographing of your car is impossible in the current situation, then why not have a digital shoot instead. Whether we’re working in the studio or working remotely, our team can bring your advertising or marketing ideas to life. Every shot created is different and every car has certain angles that show it off at its best, Drive’s team of creative visualisers and automotive designers combine to create and ensure great results.