Dynamics in the advertising world are constantly changing. Nowadays, CGI advertisements, which we have known for a long time in terms of structure but have only recently appeared in advertising productions, have started to become popular. Many global brands have launched advertisements that impress the user with their utopian or fantastic reality.
We have actually seen and watched CGI technology, which is an indispensable part of many industries such as cinema, television, video games and advertising, for many years. We know this technology used in the creation of visual effects and virtual worlds from fantasy productions such as Avatar. This technology is used to merge the real world with the virtual world, create fantastic creatures and spaces, bend the laws of physics, and even manipulate time and space. So, what exactly is CGI and how does it work?
What is CGI?
CGI means ““Computer Generated Imagery” It is expressed with the abbreviation and can be translated as "Computer Generated Image" in Turkish. Basically, this term refers to visual content created by computers. The use of CGI extends from filmmaking to video games, from advertising to architectural design It covers many different areas. Here are some key features of CGI:
- Creating Visual Effects: CGI is widely used in creating visual effects in movies, television series, and video games. In this way, realistic and fantastic elements such as explosions, monsters, superhero powers can be easily created.
- Creation of Virtual Spaces: CGI is used to recreate virtual worlds, fantasy locations and historical periods. For example, it might be possible to create a simulation of ancient Rome or design spaceships for a science fiction movie set in space.
- Transcending Physical Boundaries: CGI offers the ability to transcend physical boundaries. Scenes such as tall buildings collapsing, superheroes flying, or spaceships fast traveling can be brought to life with CGI.
- Digital Stunts: CGI is also used to simulate dangerous scenes. It is possible to create dangerous scenes on a computer without risking the lives of actors or stuntmen.
How Does CGI Work?
The basic functioning of CGI is quite complex, but it basically involves the following steps:
- Modeling: The first step is to create the virtual world. 3D modeling Contains. Computer programs turn objects, characters or spaces into 3D models.
- Animation: Scenes are created by animating 3D models. In this step, the movements of the characters, the rotation of the objects and the flow of the scenes are determined.
- Rendering: Rendering of 3D models neat visual is the processing process. In this step, lighting, shading and textures are added.
- Integration: The created CGI scenes are integrated with the actual shooting scenes. Green screen or blue screen techniques can be used in this step.
- Final Editing: All scenes are put together and final edits are made. Sound effects, music and text additions is done at this stage.
How to Prepare an Advertisement with CGI?
CGI (Computer Generated Imagery) is a technology widely used in the advertising world to create and manipulate visual content. Here are the basic steps of creating ads with CGI:
- Concept Development: Concept of the ad should be determined. The product or service the advertisement will promote, its target audience, message and story should be planned. The concept forms the basis of the advertisement.
- Creating a Story and Scenario: The story and scenario of the advertisement must be written. At this stage, the content of the advertisement, characters, locations and visual elements are determined. It is also planned which visual effects will be used using CGI.
- Pre-visualization: Pre-visualization is done to visualize how the scenes and visual effects of the advertisement will look. At this stage 2D drawings or simple 3D animations available. This gives you an idea of what the ad will look like.
- 3D Modeling and Animation: 3D models are created for CGI advertisements. Products, characters or scenes are designed in detail at this stage. These models are then animated. The movements of characters, the rotation of objects and the flow of scenes are determined.
- Rendering: The created 3D scenes must be rendered. The rendering process provides visual rendering of 3D models. Lighting, shading, colors and textures are added at this stage. This step ensures that the scenes are realistic and visually appealing.
- Post-Production: Rendered scenes are integrated with actual shooting scenes or scenes created in previous steps. Using green screen or blue screen techniques CGI and real world scenes are combined. Sound effects, music and text additions are made at this stage.
- Final Editing: All scenes are put together and final edits are made. The duration of the ad, the timing of visual effects and the harmony of the texts are reviewed. The final version of the ad is created.
- Distribution: The advertisement is published or distributed on appropriate platforms to reach its target audience. television, digital media, social media and other advertising channels can be used at this stage.
Who Creates Advertisements with CGI?
Advertising agencies or production companies create commercials with CGI, which often include special effects, animations or complex scenes. Specialized teams, designers, animators, and 3D modeling experts It consists of professionals such as. Advertising agencies, They create creative and impressive visual content to promote brands' products or services.
Things to Consider in CGI Preparation
- Understanding Project Goals: The first step is to fully understand the purpose and objectives of the project. Understanding the expectations and target audience of the brand or customer ensures the correct execution of the project.
- A Good Concept and Scenario: Every CGI project It requires a strong concept and script. This helps determine the story and visual elements of the project.
- Creativity: Creativity is very important in CGI projects. Unusual or striking visual effects and designs can be used to attract viewers' attention.
- Technical Skills: Technical knowledge and skills are of great importance when preparing CGI. 3D modelling, It is important to have technical skills such as animation, lighting, rendering and compositing.
- Quality Equipment and Software: CGI work requires good computer hardware and professional software. This helps produce the project faster and with higher quality.
- Reference Materials: CGI projects Collecting and reviewing reference materials is important to obtain realistic results. It can be especially useful to use fiducials when modeling natural objects or living entities.
- Attention to Detail: Attention to detail makes CGI look realistic and impressive. Details such as light, shadow, texture and movement can improve the quality of images.
- Collaboration and Communication: CGI projects are often a team effort. Good communication and collaboration helps the project go smoothly.
- Budget and Time Management: Carefully managing the budget and time frame set in the project can affect the success of the project. It is also important to be flexible to solve unexpected problems.
- Testing and Corrections: Regularly performing tests and making necessary corrections during CGI projects ensures that the results are of the desired quality.
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