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Ford Prefers CGI


In a campaign to launch its latest European models, automobile manufacturer Ford has chosen the unusual tactic of commissioning brochures that contain no photographs of the vehicles. Instead, the company is using computer-generated images of its cars, produced by 3D technology firm ARTVPS, based in Cambridge, England.

Computer-generated images of vehicles on location are created with high-dynamic-range imaging, according to ARTVPS. Using a special Spheron HDR camera, a 360-degree image is made that contains all the lighting exposure information from the scene. This detailed information is used to reflect the environment onto the computer-generated car.