CGI vs reality

Why CGI? Here all the possibilities and advantages it offers


Virtual photography reduces the amount of needs compared to a traditional photo or video shoot. Consider the fact that there is nothing to assemble, disassemble, build or move and that everything is created from an idea and a 3D model.

Take for example a kitchen manufacturer, living room furniture or bathroom furniture. Preparing a real set requires a lot of space, transporting and assembling a kitchen or living room, producing color variations, setting up lighting equipment, using water for taps and fittings and much more.

We model an environment around your product, we tell a story to communicate your vision to the public through details of light and materials, even when the product is simply an idea in a designers’ head. This is a huge advantage in communication, where times are very constrained and it is not always possible to have a prototype to photograph. If the initial process of briefing, study and preparation can take a certain amount of time, the realization always remains faster than a photograph.


There are no limits and endless possibilities: you can have your own tap made of water for an advertisement, cut a washing machine in half and see all the internal components for a technical brochure, film the inside of a dishwasher while it’s running, try different color and material combinations with the marketing department on a product in development or create quick images for socials. We can even create environments that cannot be achieved in other ways such as complex architecture, materials and special lighting.


3D rendering is essential to get a realistic view of a product even before the prototype has been made. This allows you to test different solutions, colors or materials and have an impact identical, if not superior, to a real photograph.


Virtual sets are always available over time. You can update the images of your price lists and catalogues with new materials, insert new products or update a product set with new specifications even after years and all in a very short time.

The development phases of a 3D rendering

1. Understanding the customer's request
In this first phase, it is essential to understand the customer's needs. Thanks to a series of targeted questions and specific requests, we optimize the creative process without wasting time on unnecessary trials. The images provided by the client as reference in the initial briefing help us quickly and visually understand the request and therefore, play a very important role.
2. Environment modeling
Once the final goal has been defined, we model the environment in 3D. At this stage, we consider light as an extremely important element in the scene. We always try to build sets that are interesting and allow us to shoot the subject from different angles.
3. Styling
The next step is to define the styling: colors, materials and furnishing accessories. We provide our customers with different solutions according to the initial indications. In most cases we use materials and objects from our vast library, but alternatively we can also model everything from scratch.
4. Lighting
Let's move on to lighting management. In 3D rendering, the lights are managed as if it is a physical set, with the difference being that in a virtual environment the possibilities are endless. We create lights of any shape or size to simulate real lights or we use the sun directly, of which you can change all the parameters, such as intensity, position, temperature, etc.
5. 3D Rendering
At this stage computers work to simulate an unimaginable number of light bounces off surfaces to produce the final image.
6. Finalization
For the last step, we work the image through the use of photographic editing programs: we eliminate every little imperfection. We correct chromatic tones as well as contrasts and lights, in the same way you would do with a real photograph. Only when the image passes our careful revisions, is it ready to be delivered to the customer.