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AIR Launches REALWorld Rendering Service

Extends the boundaries of automotive rendering (February 06, 2006)

Automotive Image Rendering (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 methods while still incorporating the creative ideas of advertising agencies.

CGI is set to revolutionize the automotive advertising industry, but many agencies that have tried to incorporate the technology have been alienated by the inability to allow for their existing creative process.   AIR's new REALWorld Rendering is more an extension of advertising agencies traditional workflow. 

"We have cut through the misinformation that surrounds new developments in CGI for automotive advertising," says Andy Jackson, 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, 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 (

"The team at AIR helped me sort through difficulties I had with the automotive manufacturers' engineering data," Harniman says.   "They assembled 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 or visit .

About AIR
Automotive Image Rendering (AIR), Limited (, 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 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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Related Keywords:AIR , REALWorld Rendering. AIRender

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