AIR Launches ``REALWorld Rendering'' to Assist Global Automotive Advertising Industry.LONDON -- Automotive Image Rendering See render. (graphics, text) rendering - The conversion of a high-level object-based description into a graphical image for display. For example, ray-tracing takes a mathematical model of a three-dimensional object or scene and converts it into a bitmap image. (AIR) has launched a new highly realistic rendering service targeted at the automotive advertising industry. AIR's unique "REALWorld Rendering" process extends the boundaries of automotive rendering, creating images that are more realistic than those created with traditional CGI CGI in full Common Gateway Interface. Specification by which a Web server passes data between itself and an application program. Typically, a Web user will make a request of the Web server, which in turn passes the request to a CGI application program. methods while still incorporating the creative ideas of advertising agencies. "This is an expanding area of the advertising market," says Keith Jeffery, sales director of AIR. "An increasing number of automotive manufacturers are looking to their agencies for advice on the production of high quality advertising and brochure images from engineering design data." CGI is set to revolutionize rev·o·lu·tion·ize tr.v. rev·o·lu·tion·ized, rev·o·lu·tion·iz·ing, rev·o·lu·tion·iz·es 1. To bring about a radical change in: Television has revolutionized news coverage. 2. the automotive advertising industry, but many agencies that have tried to incorporate the technology have been alienated al·ien·ate tr.v. al·ien·at·ed, al·ien·at·ing, al·ien·ates 1. To cause to become unfriendly or hostile; estrange: alienate a friend; alienate potential supporters by taking extreme positions. by the inability to allow for their existing creative process. AIR's new REALWorld Rendering is more an extension of advertising agencies traditional workflow The automatic routing of documents to the users responsible for working on them. Workflow is concerned with providing the information required to support each step of the business cycle. . "We have cut through the misinformation mis·in·form tr.v. mis·in·formed, mis·in·form·ing, mis·in·forms To provide with incorrect information. mis that surrounds new developments in CGI for automotive advertising," says Andy Jackson Andrew Steven Jackson (born January 9, 1988 in Falkirk) is a Scottish-born Irish footballer, currently playing for St. Johnstone after progressing through the club's youth ranks. Jackson made his league debut on August 14 2004, in St. , AIR's production director. "REALWorld Rendering enables the advertising agency to maintain hands-on creative involvement through the image production process while still taking advantage of the latest developments in rendering and photography. Our process gives agencies the confidence to offer a CGI service to their clients, safe in the knowledge that they will still remain in control of the results." REALWorld Rendering is a hybrid solution of the latest customized computer graphics hardware, software and, most importantly Adv. 1. most importantly - above and beyond all other consideration; "above all, you must be independent" above all, most especially , traditional location and studio working practices, combined to provide the customer with a custom service and the best possible creative images. The agency maintains creative input for the shots and gains greater flexibility, cost- and time-savings. The results are photo-realistic images that are indistinguishable from actual photographs. "The skill of the agency, photographer and ourselves combine to create a fantastic image and happy client," says Jackson. "Quotes from manufacturers already state that they see CGI as a major part of the solution for future photography. If an agency decides not to embrace this, they run the risk of being left behind by their competitors." AIR's process has already been adopted by a number of leading automotive photographers, including Nigel Harniman (www.harniman.com). "The team at AIR helped me sort through difficulties I had with the automotive manufacturers' engineering data," Harniman says. "They assembled as·sem·ble v. as·sem·bled, as·sem·bling, as·sem·bles v.tr. 1. To bring or call together into a group or whole: assembled the jury. 2. and cleaned the complex data, and even modeled some missing areas to produce final images that even the client couldn't distinguish from a photograph." AIR welcomes discussions with other professional automotive photographers interested in REALWorld Rendering and the new photographic skills necessary to work with the process. For more information on AIR and to learn how you can become involved in REALWorld Rendering, email info@AIRender.com or visit www.AIRender.com. About AIR Automotive Image Rendering (AIR), Limited (www.AIRender.com), provides market-leading photo-quality rendering services to the automotive advertising sector. AIR's collective experience in design, data, rendering, animation and photography combine in REALWorld Rendering, which uses existing CAD CAD: see computer-aided design. (Computer-Aided Design) Using computers to design products. CAD systems are high-speed workstations or desktop computers with CAD software. data from automotive designers. The company's unique methodology allows advertising agencies to maintain creative control on a project while providing their clients with the highest quality CGI techniques. |
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