For several years now, 3D visualization has abandoned the purely technical aspect, which had always characterized it, to become a real communication tool. Thanks to the continuous and rapid evolution of technology, today 3D rendering has taken place alongside photography and videomaking, creating in fact a truly alternative solution with many advantages. 3D rendering is the process that allows you to create photorealistic images through the use of 3D software. Often the terms 3D graphics, 3D visualization or CGI (Computer Generated Imagery) are also used.

Very often companies already own all the models of their products, made by the technical departments and often used for production. It is from these that the process begins that will allow to obtain photorealistic 3D renderings to be used for communication: a process that maintains different points in common with traditional photography, especially with regard to the construction of the set and the arrangement and creation of the lights.

The model is imported and placed in the scene, which can be an environment or a simple studio set. Then we start with the research and study of materials, to recreate as faithfully as possible to reality plastics, metals, wood, textiles, etc. … The more accurate and realistic, the more the 3D render will deceive the eye and look like a real photograph.

The advantages of 3D rendering are many:


In most cases 3D rendering helps to reduce costs compared to a photo or video shooting. Just think of the fact that there is nothing to assemble, disassemble, build or move


Even if the process of preparing models and environments can take a certain amount of time, the realization of 3D rendering remains always and however faster. Not considering the fact that all the necessary images for example for site and brochure, can be made even without having physically the product. This is a huge advantage in communication, where time is always very tight and arriving first is essential


Thanks to 3D there is practically no limit to the possibilities: you can create environments physically impossible to create, add elements and components created ad hoc, create views and compositions impossible with traditional photography.


3D rendering is essential to get a realistic view of a product even before a model or mock-up is made. This allows you to test different solutions and have an impact that is virtually identical, if not superior, to a true photograph.


The virtual sets used to create 3D renderings are always available over time, nothing has to be disassembled: updating an image or adding new ones, keeping the same environment, can be done in a very short time.

3D rendering is extremely versatile and applies to virtually every production sector: automotive, architecture, industrial, pharmaceutical, cosmetic and many others.