This is one of many images of the Ford Mustang we have produced, rendered and retouched in our New York and London studios, photography by Uli Heckmann (you can find more images here).
We get asked a lot about our workflow and how we work together with our clients to make sure they get the results they want. We work very closely with photographers, making sure they are happy with the image before any presentations. Every client is different of course and there is no one-size-fits-all solution, so having our artists understand what the client wants before starting is fundamental. For this we try to involve them as much as possible in the direct communication with the client from the beginning, especially on projects where a creative dialogue is essential.
Another key point is each of our studios having an internal creative director. Not only does this ensure consistency amongst all images in a series, especially when a job is handled by studios in different locations, but also helps maintaining a high quality standard. Before an image leaves our studio to go out to the agency, it needs to get the internal CD approval.
Our Artists also discuss their work amongst each other, making each image go through a number of internal revisions before a round is delivered. As a result the first round usually looks solid, which we believe is essential to great end-results, because it is very difficult for an art director or photographer to direct an image that is far from where it’s supposed to be.
Below is a gif animation showing the making of the image. Further below is a typical example of the three rounds system from the first stage where we position all the elements and develop the initial look, all the way to the final image.
Client: Ford USA
Photographer: Uli Heckmann
Agency: Team Detroit
Creative Director: Ryan Breight, Brad Jendza
CGI Artists: Recom Farmhouse Team
Post Artists: Recom Farmhouse Team
A very long mirror lens with its shallow depth of field is what makes this image so peculiar and the strong backlight adds the mood to it! Thorsten-Jasper Weese from our Stuttgart studio travelled with Uli Heckmann to Mexico for a web special for the Panamera. Using such a long lens is really unusual in car photography as it flattens out the perspective, but the way Uli used it, it even highlights the unique sinuous curves of this car amidst the chaos of the city traffic. Although the car was entirely created in the computer, the final effect is definitely very natural. Click on it to see it 100%.
Posted by Christoph
Photographer: Uli Heckmann
Art Director: Martin Spies
CGI-Director: Thorsten Jasper Weese
CGI-Artist: Andreas A. Maurer
Post Artists: Jonas Braukmann, Uli Heckmann, Martin Spies